Tik Tok知覺有用性、知覺易用性和置入性行銷對消費者購買意願的影響

The Effect of Perceived Usefulness, Perceived Ease of Use and Placement Marketing on Purchase Intention of Tik Tok

郭岱姿(TAI-TZU KUO)

指導教授 ： 劉嘉雯

嶺東科技大學/管理學院/行銷與流通管理系碩土班/碩士(2019年)

摘要

近年短影音平臺崛起成為現代人閒暇之餘消磨時間、接收新訊息的管道，目前一款APP為抖音短影音平臺（Tik Tok）非常受歡迎，隨著行動網路使用廣泛以及人手一支手機、一臺平板的情形，可以隨時觀看線上影音，使得影音平臺上的影片也愈來愈多元化或更具教學性，也包括創意、文化、教學或食衣住行育樂等，出現了許多Tik Tok創作者可藉由經營自己的影音平臺而獲得來自世界各地粉絲的青睞。
有許多品牌開始嘗試透過Tik Tok與創作者合作，以商品置入等方式來銷售產品，連帶著從商品置入到影響消費者的購買意願，本研究欲持續探討置入性行銷與消費者購買意願的關係，以瞭解Tik Tok創作者透過置入性行銷對消費者購買意願間的影響，因此，本研究旨在探討Tik Tok知覺有用性、知覺易用性和置入性行銷對消費者購買意願的影響。
本研究以觀賞Tik Tok的使用者作為研究對象，共計發放200份調查問卷，剔除漏答者等樣本後共計回收有效問卷為177份，有效問卷回收率為88.5％。研究結果顯示：（1）Tik Tok知覺有用性會正向影響消費者購買意願；（2）Tik Tok知覺易用性會正向影響消費者購買意願；（3）置入性行銷會正向影響消費者購買意願；（4）置入性行銷會增強知覺有用性對購買意願的正向關係；（5）置入性行銷會增強知覺易用性對購買意願的正向關係。根據研究結果提出管理意涵及後續研究建議。

關鍵字

Tik Tok抖音短影音平臺 ； 知覺有用性 ； 知覺易用性 ； 置入性行銷 ； 購買意願

並列摘要

In recent years, short video platforms have been a place for people to spend their leisure time and a major channel to receive new information. Tik Tok, a mobile application serving as a short video platform, has been highly popular; the wide use of mobile internet and the prevalence of smartphones enable people to watch online videos at any time. This also has caused the videos on such platforms to be increasingly diverse or instructional, with topics including creativity, culture, food, clothing, houses, transportation, sports, and entertainment. Numerous video creators have attracted a great fandom worldwide by managing their own video platforms.
Numerous brands have attempted to collaborate with video creators through Tik Tok, using the marketing technique of product placement to increase consumers’ purchase intention. Moreover, studies have indicated that perceived usefulness and perceived ease of use positively influences consumers' willingness to purchase, which in turn reveals the effect and role of placement marketing in the relationship between perceived Tik Tok usefulness, perceived Tik Tok ease of use and consumers’ purchase intention.
A total of 200 questionnaires were administered and 177 valid questionnaires were returned, for a valid response rate of 88.5%. The empirical results are as follows: (1) perceived usefulness has a significant positive impact on the consumer purchase intention; (2) perceived ease of use has a significant positive impact on the consumer purchase intention; (3) placement marketing have significant positive impact on the consumer purchase intention; (4) placement marketing will increase perceived usefulness on the consumer purchase intention between positive correlation; (5) placement marketing will increase perceived ease of use on the consumer purchase intention between positive correlation. According to these results, managerial implications and suggestions for future studies were proposed.

並列關鍵字

Tik Tok ； Perceived Usefulness ； Perceived Ease of Use ； Placement Marketing ； Purchase Intention

參考文獻

一、英文部分

1.Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived usefulness, ease of use, and usage of information technology: A Replication. MIS Quarterly, 16(2), 227-247.

2.Agarwal, R., & Prasad, J. (1999). Are individual differences germane to the acceptance of new information technology. Decision Sciences, 30(2), 361-391.

3.Belch, G.E. & Belch, M. A. (1999). Advertising and promotion: An integrated marketing communications perspective. New York: McGraw-Hill.

4.Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), pp.351-370.