互聯網與Youtuber類型對消費者購買意願之研究

本研究主要在探討互聯網與Youtuber類型對消費者購買意願之研究，採用隨機抽樣方法來做問卷調查，本研究回收有效問卷共219份，有效回收率為87.6%。將問卷調查所得資料經整理後，利用SPSS21.0統計軟體進行資料分析。統計方法包括：敘述性統計、信效度分析、獨立樣本T檢定、單因子變異數分析與迴歸分析。本研究分析之結論共五點，如以下述：一、網紅類型對專業形象呈顯著的正向影響。二、專業形象對購買意願呈顯著的正向影響。三、網紅類型對購買意願呈顯著的正向影響。四、專業形象對網紅類型與購買意願具有中介效果。五、人口統計變數對網紅類型、專業形象與購買意願具有顯著性差異存在。

關鍵字

網紅類型；專業形象；購買意願

並列摘要

The main purpose of this study was to understander the research of Consumers' Purchase Internet and Types of Youtuber. This research based on a sampling questionnaire survey. The total of 219 usable samples were retrieved with valid collection rates of 87.6% in 2021. The valid questionnaires were analyzed with SPSS21.0 statistical software. Statistical methods include: descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis, independent sample t test, one-way ANOVA analysis and regression analysis. The conclusion of this research as follow: (1) The type of Internet celebrity has a significant positive impact on professional image (2) Professional image has a significant positive impact on purchase intention. (3) The type of influencer has a significant positive impact on purchase intention. (4) Professional image has an intermediary effect on the types of Internet celebrities and purchase intentions. (5) Demographic variables have significant differences in the types of influencers, professional images and purchase intentions.