美妝部落格行銷影響消費者購買意願之研究

隨著網際網路的科技發達，網路行銷手法層出不窮，是近年來中小企業競爭強大的行銷管道，也是最佳的行銷工具，目前已經有無數成功的例子證明網路行銷是近年來的行銷趨勢。網路行銷在我們生活中普遍可看到的手法有「SEO網站優化」、「搜尋關鍵字廣告」、「電子報會員」、「病毒式行銷」、「E-MAIL電子郵件行銷」、「部落格行銷」、「影音行銷」、「社群網站行銷」、「留言張貼」、「網路購物」等等，其中深受中小企業與消費者喜愛的「部落格行銷」在電子商務中扮演重要角色。本研究則在眾多網路行銷中針對美妝部落格作深入的探討，其探討的因素有部落格的資訊品質、瀏覽者對部落客的社群認同、美妝保養品品牌之形象、消費者的購買動機及購買意願，再者探討消費者的購買意願與消費者的生活型態之間的顯著關係。其中欲分析購買美妝保養品的購買動機又分為衝動購買動機與理性購買動機兩種。研究對象則針對台灣地區之女性消費者進行調查，採用網路及紙本兩個管道進行發放問卷，共計400位女性消費者填答，回收309份問卷，回收率達75.75%，之後扣除六份無效問卷，有效問卷共303份。研究分析採用相關分析、迴歸分析等統計方法進行研究假說之檢定，其研究結果發現： (一) 部落格之資訊品質、瀏覽者對部落客之社群認同及產品之品牌形象皆與購買動機及購買意願有顯著的影響。 (二) 消費者之購買動機中衝動購買動機與理性購買動機兩者皆與購買意願有顯著關係。 (三) 消費者之生活型態與購買意願呈無顯著關係。

關鍵字

部落格；資訊品質；社群認同；品牌形象；購買動機；購買意願

並列摘要

With the Internet's technological advances, Internet marketing practices emerging in recent years, it is a powerful competitiveness marketing channels of small-medium enterprises, also the best marketing tool, there are already numerous examples of successful Internet marketing, it is a proven marketing trend in recent years. Internet marketing’s tools universal by our life have “search engine optimization”, “keyword search”, “E-newsletters member”, “viral marketing”, “e-mail marketing”, “blog marketing”, “video marketing”, “community site marketing”, “online-shopping”, etc. The blog marketing is small-medium enterprises and consumer’s favorite internet marketing tool, it is an important role in e-commerce. This research was chosen beauty blog by many internet marketing tools to investigate, the relationship of factors include blog’s information quality, community identity, brand image, purchase motive and purchase intention. And then, investigate by between consumer’s life-style and purchase intention. In this study, the purchase motive divided into impulse buying and rational buying two kinds of motivation. The target population is female consumer in Taiwan, the study collect information by internet and paper two kinds of questionnaire. A total of 400 female consumers fill the questionnaire, 309 questionnaires were recovered, recovery rate of 75.75%. Total of 303 questionnaires were valid after deducting six invalid questionnaires. Correlation and regression analysis are used to test the research hypothesis. The results indicate: 1. Blog’s information quality, community identity and brand image all present a positive relationship with purchase motive and purchase intention. 2. Impulse buying motive and rationality buying motive by consumer’s purchase motive all present a positive relationship with purchase intention. 3. Consumer’s life-style was not significant relationship with purchase intention.