美妝Youtuber的可信度對廣告效果的影響：以消費者的產品涉入程度與業配影片類型為調節變項

過往對於影響者行銷的研究眾多，卻少以業配影片類型的不同做切入點去研究，故本研究參考過往文獻將代言人可信度、廣告效果、消費者產品涉入程度的特性加入，探討美妝YouTuber的可信度對廣告效果的影響：以消費者的產品涉入程度以及業配影片類型作為調節變項，並發展以下三點假說：美妝YouTuber可信度會影響消費者對廣告的態度、品牌態度以及購買意願；消費者產品涉入程度對美妝YouTuber可信度與廣告效果之間具有干擾效應；業配影片類型對美妝YouTuber可信度與廣告效果之間具有干擾效應。本研究使用問卷調查法，共收回269份有效問卷，並運用 SPSS 與SmartPLS統計軟體進行後續研究分析，分別以敘述性分析、信度與效度分析、區別效度分析、結構方程模式分析、MGA分析等方法驗證所提出的理論模型。實證結果顯示，美妝YouTuber可信度會正向影響消費者對廣告的態度、品牌態度以及購買意願；消費者產品涉入程度對美妝YouTuber可信度與廣告效果之間不具有干擾效應，但會正向影響廣告效果；業配影片類型對美妝YouTuber可信度與廣告效果之間不具有干擾效應，但生活型影片對可信度及廣告效果間具有較顯著的差異。最後根據研究發現進行討論，並提出建議及研究限制與未來方向，也可供網紅行銷公司及品牌於選擇美妝YouTuber時作為企業經營及行銷上之參考。

關鍵字

產品涉入程度；廣告效果；代言人可信度；說服理論；影響者行銷

並列摘要

There are many studies on influencer marketing in the past, but few of them are based on the different types of sponsored film. Therefore, this study refers to the past literature and adds the characteristics of endorser credibility, advertising effectiveness, and consumer product involvement to discuss The impact of beauty YouTuber's credibility on advertising effectiveness: :the moderating role of consumers' product involvement and the type of sponsored film, the following three hypotheses are developed: Beauty YouTuber's credibility will affect consumers' perception of advertising attitudes, brand attitudes and purchase intentions; consumer product involvement has a moderating effect on the credibility of beauty YouTubers and advertising effectiveness; the type of sponsored film have moderating effects on beauty YouTuber credibility and advertising effectiveness . In this study, we collected total of 269 valid questionnaires, and SPSS and SmartPLS statistical software were used for research and analysis. Analysis and other methods are used to verify the proposed theoretical model. The empirical results show that the credibility of beauty YouTubers will positively affect consumers' attitudes towards advertising, brand attitudes and purchase intentions; the consumers' product involvement has no moderating effect on the credibility of beauty YouTubers and advertising effectiveness. However, it will positively affect the advertising effect; the type of sponsored film has an moderating effect on the credibility of beauty YouTubers and the advertising effect. Finally, based on the research findings, we will discuss and propose suggestions, research limitations and future directions, which can also be used by influencer marketing companies and brands as a reference for business operations and marketing when choosing beauty YouTubers.