部落客美妝開箱文資訊豐富度與訴求類型對消費者購買意願之影響

美妝部落客開箱文中之口碑能有效影響消費者對產品之決策，因此美妝部落客開箱文商業影響力日增，但過去較少探究美妝部落客開箱文中之資訊豐富度與訴求對消費者造成之購買意願影響，故值得深入探討。此外，過往研究對於資訊豐富度高、中等、低；理性訴求或感性訴求何者較能影響購買意願，皆無一致答案，本研究參考文獻後發現干擾變項是造成此結果之關鍵原因。因此藉由實驗法，探討不同資訊豐富程度與不同訴求類型對購買意願之影響本研究採二因子組間設計，二因子為：3（資訊豐富度：高、中、低）× 2（訴求類型：理性或感性）。依變數為購買意願。控制變數為品牌與產品知名度、部落客之類型、開箱文性質。研究結果顯示，開箱文之不同資訊豐富度對消費者購買意願有顯著差異，資訊豐富度高會使消費者購買意願較高；開箱文之不同訴求類型對消費者購買意願也有影響，理性訴求會使消費者購買意願較高，另外，不同資訊豐富度與訴求類型的組合，會產生交互作用影響購買意願，資訊豐富度搭配理性訴求的組合會使消費者購買意願最高；因此，建議保養品業者若想開箱文推廣產品時，可以注意資訊豐富度與訴求的運用。

關鍵字

部落客美妝開箱文；資訊豐富度；訴求；購買意願

並列摘要

Beauty unboxing blog post of reputation can effectively influence consumer decision-making of the product, so the text box and beauty bloggers commercial influence on the increase, but in the past few bloggers to explore the text box of information richness and appeal to the consumer's willingness to buy cause influence, it is worthy of further exploration. In addition, previous research for information-rich high or low, or emotional appeals rational appeals whichever is more able to influence willingness to buy, are not consistent with the answer, the study found that interference reference variables is the key cause of this result. Therefore, by experiment, we investigated the effects of different information richness of types of demands on purchase intention. The inter-group design study adopted two-factor, two-factor as follows: 3 (Information richness: high or medium or low) × 2 (appeals type: rational or emotional). Variable according to the willingness to buy. Control variable for the brand and product awareness, blogger type, the nature of the text box. The results showed that different information richness of the text box on consumer willingness to buy significant differences, information-rich and high, consumers will buy high willingness; different types of demands of the text box also have an impact on consumer purchase intention, rationality consumers will buy high demands will, in addition, different types of information richness and appeal of the combination will generate interaction on purchase intention, information richness with a combination of rational appeals, consumers will purchase intention highest; therefore, recommended maintenance when goods industry out of the box if you want the text to promote their products, you can pay attention to the information richness and aspirations of use.