抖音平台网络直播对美妆产品消费者购买意愿影响研究

Research on the Influence of Douyin Platform Webcast on Consumers' Purchase Intention of Beauty Products

张榕(Rong Zhang) ； Pornthip Tantivisethsak

《DPU International Conference on Business Innovation and Social Sciences 2023》 2023 (2023/05) Pp. 538-547

https://doi.org/10.30225/caicictbs.202305.0052

摘要

本研究采用问卷调查法，调研观看优秀抖音网络直播间的潜在美妆产品消费者共476名，以此分析网络直播之可见性、互动性、真实性和娱乐性与潜在美妆产品消费者购买意愿之间的关系。本研究通过SPSS统计软件分析数据，研究结果如下：（1）抖音网络直播特性之可见性对潜在美妆产品消费者购买意愿具有显著正向影响；（2）抖音网络直播特性之互动性对潜在美妆产品消费者购买意愿具有显著正向影响；（3）抖音网络直播特性之真实性对潜在美妆产品消费者购买意愿具有显著正向影响；（4）抖音网络直播特性之娱乐性对潜在美妆产品消费者购买意愿具有显著正向影响。

關鍵字

网络直播 ； 购买意愿 ； SOR模型 ； 计划行为理论

並列摘要

This research uses the questionnaire survey method to investigate a total of 476 potential beauty product consumers who watched the excellent Douyin webcast room, in order to analyze the visibility, interaction, authenticity and entertainment of the webcast and potential beauty product consumers relationship between purchase intentions. The relationship between consumers' purchase intentions of potential beauty products. This research uses SPSS statistical software to analyze the data, and the research results are as follows: (1) The visibility of Douyin' s webcast features has a significant positive impact on the purchase intention of potential beauty product consumers; (2) The interactivity of Douyin's webcast features It has a significant positive impact on the purchase intention of potential beauty product consumers; (3) the authenticity of the Douyin webcast feature has a significant positive impact on the purchase intention of potential beauty product consumers; (4) the Douyin webcast characteristics Entertainment has a significant positive impact on the purchase intention of potential beauty product consumers.

並列關鍵字

Webcast ； Purchase Intention ； SOR Model ； Theory of Planned Behaviour