- 學位論文
社群媒體意見領袖之網路口碑對臉部保養品購買意願之影響—產品涉入為中介
The Influence of Social Media's Opinion Leaders of Electronic Word-of-Mouth on Facial Care Products Purchase Intentions - The Mediating Effect of Product Involvement
摘要
隨著網際網路發展，根據 Data Reportal Digital in Taiwan 2021 年數據報告指出，YouTube、Facebook 及 Instagram 的使用率分別為 89.6%、89.2%及 59.5%，可見社群媒體 的發展不容小覷。在臉部保養品的市場中，消費者還常透過社群媒體意見領袖(如:IG 的 美妝 KOL、YouTuber、Dcard 美妝板板友等)的影響，來購買臉部保養品。隨著社群媒體 的使用量持續上升，以及對臉部保養品的需求與日俱增，消費者透過社群媒體上意見領袖 的影響力，來增加對產品的認識，進而提升購買意願。 基於上述研究觀點，因此本研究將網路口碑融入臉部保養品市場中，提出一個完整架構，針對臉部保養品之網路口碑的意見搜尋、意見給予、意見分享及訊息數量對購買意願 之影響，再進一步探討產品涉入在網路口碑及購買意願之間是否具有中介效果。 本研究以社群媒體瀏覽臉部保養品之使用者為研究對象，以採用 SPSS 22.0 為資料分析工具，共回收 339 份有效問卷，並透過迴歸分析驗證，得以下結論: 一、網路口碑對產品涉入具有正向影響 二、網路口碑對購買意願具有正向影響 三、產品涉入對購買意願具有正向影響 四、產品涉入在網路口碑與購買意願之間具有部分中介效果
並列摘要
With the development of the Internet, according to the 2021 Data Reportal Digital in Taiwan, the usage rates of YouTube, Facebook and Instagram are 89.6%, 89.2% and 59.5% respectively, which shows that the development of social media cannot be underestimated. In the face care product market, consumers often purchase face care products through the influence of social media opinion leaders (such as IG's beauty KOL, YouTuber, Dcard beauty class, etc.). As the use of social media continues to rise and the demand for facial care products continues to increase, consumers use the influence of opinion leaders on social media to increase their awareness of products, thereby increasing their willingness to buy. Based on the above research viewpoints, this study integrates electronic Word-of-Mouth (eWOM) into the facial skin care products market, and proposes a complete framework to address the impact of eWOM opinion search, opinion giving, opinion sharing and the number of messages on purchase intention of facial skin care products. Influence, and then further explore whether product involvement has a mediating effect between online word of mouth and purchase intention. In this study, users who browse facial skin care products on social media were selected as the research object, and used SPSS 22.0 as the data analysis tool. A total of 339 effective questionnaires were collected and verified by regression analysis. The following were the research results: 1. electronic Word-of-Mouth has a positive impact on Product Involvement 2. electronic Word-of-Mouth has a positive impact on Purchase Intention 3. Product Involvement has a positive impact on Purchase Intention 4. Product involvement has a partial mediating effect between electronic word-of-mouth and Purchase Intention