美妝部落格對消費者購買意願之研究

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Title:	美妝部落格對消費者購買意願之研究
Other Titles:	A study of the relationship between beauty blogs and purchasing behaviour
Authors:	江虹儒;Chiang, Hung-Ju
Contributors:	淡江大學國際企業學系碩士班何怡芳
Keywords:	美妝部落格;部落格特性;自我揭露;購買意願;部落客;Beauty blog;purchasing behavior;blogger;self-disclosure
Date:	2013
Issue Date:	2013-04-13 10:56:51 (UTC+8)
Abstract:	近年來美妝部落格盛行，消費者不僅透過各式各樣廣告取得產品資訊，更會到部落格上查看美妝產品的使用心得及實際效果而選擇是否購買，因此美妝部落格間接達到行銷的效果。廣告廠商因此紛紛與知名美妝部落客簽約合作，透過該部落客經營之美妝部落格提高產品曝光率，進而提高消費者之購買意願。本研究以三個構面探討美妝部落格與購買意願之間的關係：「美妝部落格特性」、「美妝部落客特質」以及「商業意圖揭露」。本研究主要以美妝部落格使用者為研究對象，研究方法為問卷調查法，並在回收問卷並整理之後，使用敘述性統計分析、信度分析、因素分析、相關性分析以及迴歸分析來討論上述三個構面對消費者購買意願之影響，並且以研究結果給予實務面之建議，以利相關廠商在未來行銷策略開發作為參考。本研究結論： 1. 美妝部落格特性之三個因素「主題專業性」、「即時性」以及「互動性」對於消費者之購買意願有正向關係 2. 美妝部落客特質之三個因素「人格特質」、「外型」以及「自我揭露」對於消費者之購買意願有正向關係 3. 商業意圖揭露之「單純分享文」及「廠商邀約文/置入行銷文」對於消費者之購買意願有正向關係 The prevalence of beauty blog allows customers to get information of beauty products not only from commercials, ads and DMs, but also from the beauty blogs. The sample trials and products reviews might have more effective impacts on consumers’ purchasing behavior. Thus, beauty product manufacturers often cooperate with influential beauty bloggers to indirectly promote their products by displaying and talking about those products in the articles posted by the bloggers, hoping to higher the possibility of product purchase. This study adopts three factors that influence customers’ purchase behavior: “blog features”, “characters of beauty bloggers” and “disclosure of business intention”. Through these factors, the research sheds light on how the beauty blogs impacts on the purchasing behavior. The targets of this research are those who read beauty blogs. Through questionnaire collecting, the data was extracted and analyzed with descriptive analysis, factor analysis, reliability analysis, correlation analysis and regression analysis. And the relationship among blog features, characters of beauty bloggers, disclosure of business intention and consumers’ purchase behavior can be better understood. The major findings of this study are as follows: 1. All three elements from “blog features”, naming “theme”, “instantaneousness” and “interaction”, are positively associated with purchasing behavior. 2. All three elements from “characters of beauty bloggers”, naming “characteristics”, “appearance” and “self-disclosure”, are positively associated with purchasing behavior. 3. Both elements from “disclosure of business intention”, naming “Pure Sharing Blog Post” and “Sample Trial Blog Post/ Product Placement Blog Post” are positively associated with purchasing behavior.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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