YouTuber推薦因素分析與其影響消費者購買意圖之研究

Abstract

在現今這個網紅當道的世代，YouTuber如雨後春筍般地出現，而這些YouTuber不但受到眾多年輕人的追隨外，其在影片中對商品或服務的看法與意見也深深地左右了人們的購買意向。有鑑於此，本研究欲探討YouTuber於其所製作的推薦類型影片中，有哪些重要因素會影響到觀眾的購買意圖，以及性別與自信心是否會在其關係上造成調節的作用。本研究透過過去與來源可信度理論和雙歷程理論相關之文獻找出八個與本研究相關之重要因素，包含吸引力、可信賴性、專業性、同質性、推薦標誌、正反面評價、論述品質和感知評論量，並且將此八個因素歸納整理成三大類，第一類為與YouTuber本身相關之重要因素；第二類為與影片內容相關之重要因素；第三類為與討論區相關之重要因素。\n本研究透過對觀看過YouTuber推薦類型之影片的使用者進行問卷調查，共回收553份問卷，其中536份有效問卷，採用統計軟體smartPLS 3.0與SPSS第21版進行資料的分析。研究發現，YouTuber推薦的各因素中，對功利價值有顯著影響的因素有：可信賴性、推薦標誌與正反面評價；而對享樂價值有顯著影響的因素有：吸引力、可信賴性、專業性、論述品質與感知評論量；而對購買意圖有直接影響力的因素有：推薦標誌與論述品質。在調節效果的部分，性別會調節吸引力、推薦標誌和論述品質與功利價值間的關係以及專業性與購買意圖間的關係；而自信心會調節吸引力、專業性、推薦標誌、正反面評價和感知評論量與享樂價值間的關係以及專業性和正反面評價與購買意圖間的關係，上述結果可以提供未來網路經營學術及產業之發展。

In recent years, the Internet celebrity has played an important role in our society. YouTubers spring up like mushrooms. Theynot only have been followed by many young people, but their views and opinions on goods or services in the film also deeply influence people`s purchasing intention. Thus, this study is intended to explore the important factors in recommended type of films, the impact of these important factors on purchase intention, and whether gender and self-confidencehave a moderated effect on the influence. This study identifies eight important factors through past literature related to source credibility theory and dual process theory. These important factors including attractiveness, trustworthiness, expertise, homophily, recommendation sign, two-sides reviews, expound quality, and perceived quantity of reviews. These eight factors are summarized into three categories. The first category related to YouTuber, the second category related to the content of the film, and the third category related to the discussion area.\nIn this study, we surveyed people who have the experience in watching films on YouTube at least one time, and collected a total of 553 questionnaires, including 536 valid ones.Data analysis was performed by using statistical software smartPLS 3.0 and SPSS 21st.The study found that some factors in YouTuber’s recommendation have a significant impact on utilitarian value, includingtrustworthiness, recommendation sign and two-sides reviews.The factors that have a significant impact on hedonic value areattractiveness, trustworthiness, trustworthiness, expound quality, and perceived quantity of reviews.The factors that have a significant impact on purchase intention arerecommendation sign and expound quality. In terms of the adjustment effect,gender adjusts the relationship between attractiveness, recommendation sign, expound quality and utilitarian value, and the relationship between expertise and purchase intention. Self-confidence adjusts the relationship between attractiveness, expertise, recommendation sign, two-sides reviews, perceived quantity of reviews and hedonic value, and the relationship between expertise, two-sides reviews and purchase intention. The results provide both academic and industry values for the e-commerce field.