影響力者對消費者購買意願之成效 — 以 YouTube為媒介

Abstract

自Facebook出現以來，社群媒體已成為我們與他人互動的最受歡迎的平臺之一，更不用說它給社會帶來的變化了。社群媒體上的網紅行銷可以說是這個時代的主要行銷策略 。 早期對影響者行銷的研究主要集中在 Facebook 和 Twitter等社群網站，很少有研究關注 YouTube。因此，本研究基於理論框架調查了YouTube 的網紅行銷對消費者購買意願的有效性。本研究透過影響者行銷如何影響消費者的購買意願網紅可信度、網紅吸引力、產品匹配度、意義傳遞和互動等變數進行調查。另一方面，消費者態度用來調節這些變數與購買意願之間的關係。此外，問卷由 YouTube 上的 8 位不同網紅分發給他們的觀眾。從YouTube上收集了 314份有效問卷。結果 顯示網紅吸引力、產品匹配度和互動 都與消費者態度有顯著的相關性，並最終影響消費者的購買意願。然而，社群媒體影響者的可信度和意義傳遞與消費者態度和購買意願的關係並不顯著。Since the appearance of Facebook, social media has become one of the most popular platforms for us to interact with others, and not to mention the changes it brings to society. Influencer marketing on social media could be said to be the main marketing strategy in this era. Earlier research on influencer marketing mainly focused on Facebook and Twitter (Social Network Sites), few research look into YouTube (User Generated Content). Therefore, this study investigated the effectiveness of YouTube influencers marketing towards consumer purchase intention based on a theoretical framework.By studying how influencer marketing affects consumer purchase intention, source credibility, source attractiveness, product match-up, meaning transfer, and engagement is investigated in this research. Consumer attitude, on the other hand, is proposed to mediate the relationship between these variables and purchase intention.Moreover, questionnaires were distributed by 8 different kinds of influencers on YouTube to their audiences.314 questionnaires were collected through YouTube. Results showed that source attractiveness, product match-up and engagement all demonstrated a significant relationship with consumer attitude and eventually affected purchase intention. However, source credibility and meaning transfer of social media influencer exhibited an insignificant relationship with consumer attitude and purchase intention.