YouTuber置入性行銷對購買意願之影響-以關係品質為中介變項

全世界的YouTube已蛻變成熟，且伴隨著線上網路平台無所不在，無時無刻大家都能即時觀看線上影片，呈現的影片內容也越來越貼近人心及符合所需，包含美食、旅遊、電玩、時尚等，包羅萬象無奇不有，影片可使人有所共鳴，讓不是原本支持的人也能產生共鳴與回饋，不管呈現方式為何，只要是觀賞者認同的 YouTuber，一定就會被廠商相中(李妍慧，2018)。根據富比士公布資料得知，2017年全世界排行最富有之 YouTuber 年收入為1650萬美元，其顯然搖身為時下最夯職業，成為新興時代的創業新選擇，眾家公司行號也因此捨棄傳統廣告，紛紛轉向簇擁網紅行銷術(富比士，2017)。本研究主題為探討YouTuber置入性行銷、關係品質與購買意願三者間之關係及其相互之影響性。根據以往學者們的研究，陳盈蒨(2008)指出，置入商品記憶度愈高，表示消費者對其品牌正向態度越高，購買意願越高。蘇嘉慧(2010)指出，針對使用社群網站網友進行調查認為，將商品置入於影片並重複暴露呈現方式，使產品能夠獲得較高的能見度，消費者看影片同時也強烈的受到吸引，使得消費者在日後消費時，容易對此商品產生回憶。邱道生、楊麗玲(2014)探討百貨業關係品質與顧客再次購買意圖關係，研究結果推出，顧客關係品質對顧客再次購買意圖有顯著正向影響關係。本研究主要以台灣在職工作者為本次研究對象，採用量化之問卷方式，輔以立意抽樣問卷調查法，共獲得有效問卷264份，並採用敘述統計、項目分析、信度檢定、因素分析、階層迴歸分析、T檢定、單因子變異數分析來驗證各項假設。本研究根據研究假設架構，經由分析得知以下結果: 1. 假設一獲得支持：YouTuber置入性行銷對購買意願有顯著正向之影響。 2. 假設二獲得支持：YouTuber置入性行銷對關係品質有顯著正向之影響。 3. 假設三獲得支持：關係品質對購買意願有顯著正向之影響。 4. 假設四獲得部分支持：關係品質在YouTuber置入性行銷對購買意願之影響上具有中介效果。 5. 假設五獲得部分支持：不同的人口統計變項在YouTuber置入性行銷、購買意願與關係品質有顯著差異。本研究可提供之管理意涵為YouTuber調節置入頻率，使置入效果提升、 YouTuber置入商品可信度高，使商品更具值得信任、YouTuber藉由提升服務品質，以獲得閱聽者信任、YouTuber應挑選閱聽者較有共鳴之商品置入。如果未考慮消費者對於置入性行銷的看法與感受，而一昧陳述商品優點，或隱瞞置入的廣告性質，都有可能影響關係品質及購買意願；然而以置入性行銷策略之企業廠商，對於從消費者身上的實質獲利影響究竟為何，是其勢必得重視的問題。關鍵詞 : YouTuber、置入性行銷、關係品質、購買意願

關鍵字

YouTuber ；置入性行銷；關係品質；購買意願

並列摘要

YouTube has been developed and being accepted globally with on-line internet platform, people could watch the video in real-time anytime and everywhere; furthermore, current YouTubers’ the video content could get closer and resonate the audience than previous and meet audience’s need,including gourmet,traveling, video-game, fashion, etc. The film helps people to resonate, so that people who are not originally supported can also resonate and give feedback. Regardless of the presentation method, as long as the YouTuber is recognized by the viewer, it will definitely be caught by the manufacturer (Li Yanhui, 2018). According to the information released by Forbes, the annual income of the richest YouTuber in the world in 2017 was 16.5 million US dollars, which is obviously the most entrenched career now, and it has become a new choice for entrepreneurship in the emerging era. Abandon traditional advertising, and turn to celebrity marketing techniques (Forbes, 2017). This research discusses when YouTubers apply placement marketing, the relationship and mutual influence among the placement marketing, the relationship quality and the purchasing willingness. According to the previous related literature, Chen Yin-ching (2008) pointed out, consumers will have much more positive attitude toward a brand and have higher purchasing willingness, if the memorability level of a product is higher. Su Jiahui (2010) pointed out that a survey of netizens who use social networking sites believes that placing products in a video and repeatedly exposing the presentation method enables the product to obtain higher visibility, and consumers are also strongly attracted by watching the video, which makes consumption It is easy for people to recall this product when they consume it in the future. Qiu Daosheng and Yang Liling (2014) discussed the relationship between department store relationship quality and customer repurchase intentions. The research results show that customer relationship quality has a significant positive impact on customer repurchase intentions. The target of this research is the workers in Taiwan, and the research adopted quantitative questionnaire survey with purposive sampling method, it acquired 264 valid replies. The research used descriptive statistics, item analysis, confidence verification, factor analysis, hierarchical regression analysis, T test and ANOVA to validate each assumption. According to the hypotheses structure, we get following outcomes: 1. Hypothesis 1 is supported.YouTuber’s placement marketing has significant positive effect consumers’ on purchasing willingness. 2. Hypothesis 2 is supported. YouTuber’s placement marketing has significant positive effect consumers’ on the relationship quality. 3. Hypothesis 3 is supported. The relationship quality has significant positive effect consumers’ on purchasing willingness. 4. Hypothesis 4 is partially supported. The relationship quality has a mediating effect on the impact caused by Youtuber’s placement marketing to consumers’ purchasing willingness. 5. Hypothesis 5 is partially supported. The different demographic variables of consumers have significant differences on YouTuber’s placement marketing, purchasing willingness and the relationship quality. This research provides the management implications as YouTuber adjusts the frequency of placement marketing to promote its effectiveness. YouTubers who have higher reliability on placement advertising could help increase consumers’ confidence in the product. YouTubers acquire audiences' trust through promoting the quality of service. YouTubers should select the product which has higher resonance with the audience for placement advertising. If the YouTuber only describes the advantages of a product or try to conceal the intention of advertising, instead of taking consumers’ opinion and feeling toward placement marketing,the relationship quality and the purchasing willingness will be affected,However,when the business decides to apply the strategy of placement marketing, it is an essential topic to consider the real benefit acquiring from the consumer.