網紅特質對美妝品牌業配效益影響之研究

隨著網際網路日漸普及收費降低，媒體資訊傳遞速度更是快得驚人，龐大的使用人口使得網路購物蓬勃發展且商機無限，多數消費者在購物前已經開始依賴網際網路搜尋資訊評價以及產品使用後心得，多方比較後再進行購物，也有許多消費者在使用後會將自身的使用成果及心得發表在網路上供大家參考。而在眾多網路資訊的其中，擁有多樣性的美妝產品也是許多人搜尋的產品類型之一。許多消費者習慣透過「部落客、網紅、女星」的分享及推薦來了解美妝產品資訊以避免購買到不適合自己的美妝產品，而近年來網紅經濟的興盛，許多美妝廠商也開始透過各網紅來宣傳產品增加銷售量，稱之為業配。而每個網紅所宣傳的方式不盡相同，本研究目的在於透過網路問卷比較不同背景之18至30歲男女對網紅業配之人格特質及購買意願之表現差異，並瞭解人格特質對於購買意願之關連性及影響。本研究以具有網路購物經驗之18至30歲男女300人為研究對象。本研究以網路問卷發放,總共收集問卷340份，經過篩選並刪除無效問卷後,共有290份有效樣本。本研究發現：網紅的「經驗開放性」、「親和性」、「勤勉審慎性」人格特質對於「購買意願」都呈現正向影響。

關鍵字

網紅業配；人格特質；購買意願；經驗開放性；親和性；勤勉審慎性；外向性

並列摘要

With the increasing popularity of the Internet, the speed of media information transmission has become with remarkably spread. Huge user population makes online shopping flourish and unlimited business opportunities, many consumers have begun to rely on Internet search for information and evaluation before shopping. After using the product, you can compare the products before shopping. Many consumers have published their own results and experiences on the Internet for your reference. Among many online information, having various beauty cosmetic products is one of the product types that many people searching for.Many consumers are accustomed to learning about beauty cosmetic products through sharing and recommendations from ＂bloggers, Internet celebrities, and actresses＂ to avoid buying unsuitable beauty cosmetic products. In recent years, cause to the prosperity of the Internet celebrity economy, many cosmetic companies have also begun to promote products through various Internet celebrities to increase sales, which is called advertorial.Each internet celebrity use different propaganda. The purpose of this study is to compare the personality traits and purchase intentions of men and women aged 18 to 30 from different backgrounds, and to understand the relevance and influence of personality traits on purchase intentions. This study is based on 300 men and women aged 18 to 30 who have online shopping experience. This study was distributed by online questionnaires, there are 340 questionnaires in total were collected, after screening and deleting invalid questionnaires, there were 290 valid samples in total. This study found that the personality traits of ＂Openness＂, ＂Agreeableness＂, and ＂Conscientiousness＂ of Internet celebrities all present positive effects on ＂purchase intention＂.

並列關鍵字

Internet celebrity advertorial ； personality traits ； purchase intention ； Openness to experience ； Agreeableness ； Conscientiousness ； Extroversion

國際替代計量

網紅特質對美妝品牌業配效益影響之研究

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