YouTuber 可信度對消費者購買意願的影響：
置入性行銷的角色

近年來網路影音漸漸成為人們打發時間、吸收訊息的重要管道，台灣 YouTube 內容已經十分成熟，隨著網路平台廣泛使用，隨時都能觀看線上影音，影音內容也越來越豐富，其中包括媒體、文化、娛樂、體育、電商等，食衣住行育樂無奇不有，YouTuber 也因此興起，藉由經營自己的影音平台而獲得粉絲的青睞。透過網路平台更多品牌開始嘗試與YouTuber 合作，以商品開箱、商品置入等方式來銷售產品，連帶著從商品置入到消費者購買意願，藉由過去對置入性行銷與消費者購買意願的研究進行補充，瞭解YouTuber 在置入性行銷與消費者購買意願中的關聯性。本研究以觀賞YouTube 的閱聽者作為研究對象，以YouTube 置入性行銷為基準，探討YouTuber 可信度對消費者購買意願之影響。本研究共回收問卷280份，有效問卷245 份，有效問卷回收率87.50%。研究結果顯示：YouTuber 可信度會正向影響消費者購買意願，YouTuber 可信度會正向影響置入性行銷，置入性行銷會正向影響消費者購買意願，且置入性行銷對YouTuber 可信度與消費者購買意願關係的正向影響。最後，根據研究結果提出管理意涵及後續研究建議。

關鍵字

YouTuber ；可信度；置入性行銷；消費者購買意願

並列摘要

In recent years, online videos have become a prevalent medium for passing time and receiving new information. Online video platforms such as YouTube have become widely accepted in Taiwan and enable Taiwanese people to watch videos of diverse content at any time. People can even become YouTubers and gain popularity by creating their own channels. YouTubers may make unboxing videos ponsored by companies to encourage their audience to purchase certain products; this is a form of placement marketing. Studies have indicated that YouTubers’credibility affects people’s intentions to purchase products, and this implies that placement marketing may positively affect the purchase intentions of consumers. This study recruited YouTube users as participants to examine the effects of YouTubers’ credibility on purchase intention. In this study, 280 questionnaires were Returned, 245 valid questionnaires, and 87.50% of valid questionnaires. The findings were as follows: YouTubers’ credibility positively affected purchase intention and placement marketing; placement marketing positively affected purchase intention; and YouTubers’ credibility positively affected purchase intention through placement marketing. According to these results, this study proposes implications and recommendations pertaining to further research on this topic.