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https://irlib.pccu.edu.tw/handle/987654321/52819
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| 題名: | 資訊系統成功模式、產品涉入、心流體驗及說服效果對廣告效果之影響：以美妝電商直播為例
The Impact of Information System Success Model, Product Involvement, Flow Experience, Persuasive Effects on Advertising Effectiveness: Beauty Livestream E-commerce as a Case |
| 作者: | 陳俞妏 |
| 貢獻者: | 國際貿易學系 |
| 關鍵詞: | 資訊系統成功模式
產品涉入
心流體驗
說服效果
廣告效果 |
| 日期: | 2023 |
| 上傳時間: | 2023-08-02 09:56:46 (UTC+8) |
| 摘要: | 現今網路科技的不斷發展，隨著疫情後的消費模式轉變，電商結合美妝直播是一種新興網絡直播，美妝品牌透過邀請知名的美妝KOL進行直播，增加其品牌知名度、產品曝光率，通過直播互動增強消費者的參與感及社群感，進而增加消費者的購買意願。本研究主要以資訊系統成功模型作為基礎，探討消費者在觀看美妝電商直播對於產品涉入、心流體驗、說服效果、廣告效果等變數，提出七項假說，探討變數之間的關係。針對有觀看過美妝電商直播的消費者為研究對象，本研究採問卷調查法，以網路發放的方式，回收有效問卷共計 288 份並以SPSS跑信效度分析與簡單、多元迴歸分析法進行假說驗證。研究結果發現：(1)資訊品質對於心流體驗具有正向影響。(2)系統品質對於心流體驗不具有正向影響。(3)服務品質對於心流體驗具有正向影響。(4)產品涉入對心流體驗具有正向影響。(5)心流體驗對說服效果具有正向影響。(6)說服效果對心流體驗具有正向影響。(7)心流體驗對廣告效果不具有正向影響。
本研究提供美妝相關業者在後續電商的發展上，應加強系統品質的部分，優化直播平台系統的穩定性和速度，藉此有效提升消費者對於觀看美妝電商直播的心流體驗，而說服效果的提升從而達到更好的廣告效果，廣告內容需符合消費者的興趣及需求，擴大直播內容的多元性與覆蓋面。
The rapid development of Internet technology and the evolving consumption patterns in the post-pandemic era, has resulted in the emergence of a new integrated e-commerce business model, beauty live streaming. Cosmetic brands increase their brand awareness and product exposure by inviting famous beauty and cosmetics KOLs to live-stream. This enhances a sense of participation and community in the consumer through live interaction and increases their willingness to purchase. This study, which is based on the information system success model, explores the relationship between the variables of product involvement, flow experience, persuasive effects, and advertising effectiveness in consumers who watch beauty and cosmetics e-commerce live streams. Seven hypotheses have been proposed. The study targeted consumers who had previously watched and followed beauty e-commerce live streaming content. A total of 288 valid questionnaires were collected after an online distribution and the hypotheses were validated by SPSS with simple and multiple regression analysis. The results of the study revealed that: (1) Information quality had a positive effect on the flow experience. (2) System quality did not have a positive impact on the flow experience. (3) Service quality did have a positive impact on flow experience. (4) Product involvement had a positive impact on the flow experience. (5) Flow experience had a positive effect on persuasive effect. (6) Persuasive effects had a positive effect on flow experience. (7) Flow experience did not have a positive effect on advertising effectiveness.
The results of this study suggest that in the subsequent development of beauty and cosmetics-related e-commerce, the quality of the systems should be strengthened to optimize the stability and speed of live streaming. This will effectively enhance the watching experience of the consumer and improve the persuasive effects of these live-streams to achieve better advertising impact. Furthermore, the advertising content should meet consumer interest and the diversity and coverage of the livestreaming content needs to be expanded. |
| 顯示於類別: | [國際貿易學系所] 博碩士論文
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