消費者對網路直播美妝保養品的回應之研究

當今網路直播業相當興盛，衝擊著昔日的商業模式，可說是一種新的資訊傳遞媒介，帶給觀眾更真實而豐富鮮活的體驗，對企業來說，亦能幫助其在短時間內迅速而有效地將產品及服務推廣出去，同時吸引大批受眾的關注，因此，網路直播可說是近來企業重要的行銷工具之一，善用這項工具，便能為企業締造更大的商業價值。本研究目的在了解美妝保養品網路直播的系統/平台方面的網站便利性與網路互動性、直播內容方面的娛樂性、知覺有用性、直播主知名度以及直播產品方面的品牌可靠性、品牌意向性，對於觀看者的購買意願與按讚意願的影響。本研究者利用Google表單設計出網路問卷，並於社群平台上進行問卷發放，回收有效問卷總計228份，再利用SPSS統計軟體進行敘述性統計分析、信度分析與迴歸分析，本研究結果發現:(1)在觀看美妝保養品的網路直播時，「操作便利性」正向顯著影響觀看者的「購買意願」。(2)在觀看美妝保養品的網路直播時，「回應性」對觀看者的「按讚意願」具有正向顯著的影響。(3)「直播內容特性」對觀看者的「購買意願」與「按讚意願」皆不具有強的關聯性。(4)就美妝保養品的網路直播而言，直播產品的「品牌可靠性」與「品牌意向性」對於觀看者的「購買意願」皆具有正向顯著的影響。(5)就美妝保養品的網路直播而言，直播產品的「品牌意向性」對觀看者的「按讚意願」具有正向顯著的影響。

關鍵字

網站便利性；網路互動性；娛樂性；知覺有用性；直播主知名度；品牌信任；購買意願；按讚意願；網路直播；美妝保養品直播

並列摘要

Online streaming is quite prosperous in modern days. It has penetrated into various industries and impacted the old business model. It is a new information delivery medium that can bring viewers a more authentic and rich experience. For enterprises, they can use the characteristics of the live broadcast to effectively promote their own products and services in a short period of time, and attract the attention of a large number of audiences. Therefore, online streaming can be said to be one of the most important marketing tools for businesses today. If they know how to make good use of this tool, they can create greater business value for their businesses. The main purpose of this study is to explore the website convenience, web interaction, content entertainment, perceived usefulness, streamer popularity and brand trust of online streaming videos of beauty and skin care products on viewers’ purchase intention and like intention. The researcher used the Google form to design an online questionnaire, and distributed the questionnaire on the social media platform. A total of 228 valid questionnaires were collected, and the SPSS statistical software was used for narrative statistical analysis, reliability analysis and regression analysis. 　The results of this research found that: (1) When viewing a live webcast of beauty care products, "operational convenience" positively affects the viewers’ "purchase intention". (2) When viewing a live webcast of beauty care products, "responsiveness" has a significant positive effect on the viewers’ "like intention". (3) The live webcast’s "content features" do not have a strong correlation with the viewers’ "purchase intention" and "like intention". (4) For the live webcast of beauty care products, "brand reliability" and “brand intentionality” of products has a significant positive effect on the viewers’ "purchase intention". (5) In the case of live webcast of beauty care products, the "brand intentionality" of products has a significant positive effect on the viewers’ "like intention".

並列關鍵字

Website Convenience ； Web Interactivity ； Entertainment ； Perceived Usefulness ； Streamer Popularity ； Brand Trust ； Purchase Intention ； Like Intention ； Live Broadcast ； Online Streaming ； Webcasting ； Beauty and Skin Care Products