- 學位論文
男性美妝YouTubers對消費者態度與購買意圖之影響初探
Exploring the Influences of Male YouTubers on Consumer Attitude towards Cosmetic Products and Purchase Intention
摘要
近年來，受到韓流文化、花美男、同性戀議題的影響，削弱了社會對於性別的刻板印象；2018年更開始有專櫃品牌相繼推出男性化妝品系列，反映出化妝的風氣不再侷限於單一性別，有越來越多男性為了讓外表更加分而嘗試保養及化妝，顯示男性美妝市場可能極具潛力。而現代消費者在購買產品前，習慣上網搜尋相關資訊，以美妝產業來說，消費者能夠在YouTube平台上觀看美妝網紅的影片，從而更真實地看見產品的特色，甚至學習化妝的技巧。因此，本研究結合質化訪談和量化調查法，了解閱聽眾對於男性美妝YouTubers做為網路意見領袖的看法，並探討美妝影片的可能影響。首先，訪談結果發現，男性化妝的目的大多為了遮瑕、提升氣色，產品選擇以低彩度、針對局部修飾的品項為主，且影片主題也會優先以這些需求為考量。同時，男性美妝YouTubers應提高其影片專業度及多元性，比如針對男性肌膚及產品之相關知識、化妝技巧及妝容教學等，以提高消費者之參考價值。另外，量化分析發現，消費者觀看美妝影片後，感知到的心理距離越近，娛樂性、相關性及投入感越高，越會提升其對YouTuber和產品的態度；其中娛樂性對YouTuber的態度影響最大，相關性和投入感則對產品的態度影響最大。而消費者對YouTuber的態度越正向會提高其持續觀看意圖，對產品的態度越正向則會提高其購買意圖。最後，本研究根據上述結果提出理論貢獻，並給予男性美妝YouTubers及廠商實務上的建議。
並列摘要
In recent years, influences including Korean pop culture, metrosexual style, and the issues of same sex marriage have challenged the traditional gender stereotypes in nemerous aspects in Taiwanese society. In 2018, several cosmetic brands began to launch product series for males, suggesting that makeup is no longer exclusive to females. As social media and online key opinion leaders emerge to become a major source for information search, videos made by male YouTubers introducing cosmetic products as well as makeup skills are no exception for the audience to be exposed to before making a purchase decision. This study thus employs a series of qualitative interviews to understand the audience perceptions of Male YouTubers’ videos about makeup, and conducted a quantitative survey to explore the potential influences on consumer decision making process. The interviews reveal that men use cosmetic products mainly for improving facial complexion and concealing acne scars and dark circles, reflecting the topics of videos that appeal to male audiences most. Furthermore, the results of the quantitative survey demonstrate that the viewers who developed a closer perceived psychological distance from the male YouTuber—in addition to having higher levels of entertainment, sense of relevance, and engagement after watching the YouTuber’s video—reported more positive attitudes toward the YouTubers and the promoted product. Specifically, entertainment is the major predictor of attitude towards the YouTuber, while relevance and engagement predict attitude towards the product most. Also, positive attitude towards YouTuber encourages the intention of continuous watching, and positive attitude towards the product increases the viewers’ purchase intention. Theoretical implications and practical recommendations are drawn from the research findings to improve a better understanding of the general makeup behaviors in males and their purchase decision making process for cosmetic products.
並列關鍵字
male youtubers ； empowerment ； psychological distance ； entertainment ； relevance ； engagement參考文獻
延伸閱讀
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