從參照群體及消費體驗視角剖析美妝博主對消費者購買意願之影響

Abstract

如今很多女性消費者在社群媒體觀看美妝博主視頻和推文的過程中，很容易對美妝博主使用或推薦產品產生購買慾望，並且對品牌產生較為深刻的印象，美妝博主為何能夠對消費者產生如此大的影響力？這種影響是以何種形式產生？最終又是通過怎樣的作用機制影響到消費者的購買意願呢？\n\n本文以刺激反應(S-O-R)模式為理論框架，研究在美妝博主參照群體的刺激下（Stimulate），通過認知（Cognitive）-情緒-感知價值的機體（Organism），最終實現對消費者購買意願的影響（Reaction）。本研究採用問卷調查法，進行線性回歸分析、Bootstrap中介效果分析和調節效果分析，最終研究結果如下：\n\n1. 美妝博主參照群體影響構面對消費者購買意願有顯著正向影響，且其三個不同的構面，即：資訊性、價值性和互動性，對消費者購買意願皆存在顯著正向影響，三個構面對消費者購買意願的影響程度由大到小分別為：資訊性、互動性、價值性。\n\n2. 美妝博主參照群體通過CEV模式正向影響消費者的購買意願。且根據Bootstrap中介效應檢測結果顯示，在資訊性、價值性、互動性對消費者購買意願的影響中，CEV中介效果均顯著，其中，CEV在資訊性和價值性對消費者購買意願的影響中，起到部分中介的效果，在互動性對消費者購買意願的影響中，起到完全中介效果。\n\n3. 研究發現流行敏感度在美妝博主對消費者購買意願的影響中存在調節效應。當消費者流行敏感越低時，美妝博主參照群體對購買意願的影響程度越大，當消費者的流行敏感越高時，美妝博主參照群體對購買意願的影響程度越小。

Nowadays, many female consumers in the social media watch beauty bloggers’ videos and tweets, it is easy for beauty bloggers to use or recommend products to generate a desire to buy, and have a more profound impression on the brand, beauty bloggers Why can it have so much influence on consumers? In what form does this effect occur? In the end, what kind of mechanism will affect the consumer`s willingness to buy?\n\nIn this paper, the author used the S-O-R model as the theoretical framework to study the influence of the reference group of beauty bloggers through the body of cognitive-emotional-perceived value, and finally realize the influence on consumers` purchase intention. In this study, the author conducted questionnaire survey using spss for linear regression analysis, Bootstrap mediation analysis, and moderator analysis. The final findings are as follows:\n\n1. Beauty bloggers reference configurations to consumers affected groups have a significant positive effect on willingness to buy, and their three distinct facets, informational, value and interactivity to consumers willingness to buy all there is significant forward Influence, the influence of the three structures on consumers` willingness to purchase from big to small are: informational, interactive, and value.\n\n2. The beauty blogger`s reference group positively influences the purchase intention of consumers through the CEV model. According to the test results of Bootstrap mediating effect, the effect of information, value, and interaction on consumer`s purchase intention is significant, and the effect of CEV mediation is significant. Among them, the impact of CEV on consumer`s purchase intention is information and value. It plays a part of the mediating effect and plays a complete mediating effect in the interaction of consumer purchase intention.\n\n3. The study found that epidemic sensitivity has a moderating effect on the influence of beauty bloggers on consumers` purchase intention. When the sensitivity of consumer prevalence is lower, the influence of the reference group of the beauty blogger on the purchase intention will be greater. When the prevalence sensitivity of the consumer is higher, the influence of the reference group of the beauty blogger on the purchase intention will be smaller.