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題名 消費者觀看美妝Youtube之動機與業配影音對購買意願之影響效果
Customers’ Motivation Toward Watching Cosmetic YouTube and the Influence of Sponsor Video On Consumers’ Purchasing Intentions作者 劉曼綺
Liu, Man Chi貢獻者 白佩玉
Bai, Pei Yu
劉曼綺
Liu, Man Chi關鍵詞 整合行銷溝通
內容行銷
代言人說服力
Youtube
業配影音
Integrated marketing communication
Content marketing
Persuasiveness
Youtube
Sponsored video日期 2017 上傳時間 13-Sep-2017 16:03:06 (UTC+8) 摘要 現代的行銷管道已經不同於以往，不會只透過單一的行銷管道與消費者做溝通；相反的，行銷人員較常使用整合行銷溝通的方式，透過全方位的溝通媒介，向消費者傳遞廣告資訊。除了傳統的溝通媒介以外，更誕生了不同的新興媒體，像是Youtube影片行銷、論壇口碑行銷等等。本研究將鎖定在美妝產業，並研究新興媒體之一的Youtube平台，探討消費者觀看美妝Youtube的動機，以及廠商利用Youtube業配影片對於消費者購買意願的影響究竟為何。本研究盼給予未來品牌商找Youtuber合作影片實務上的建議。 本研究使用質化訪談焦點團體的方式，訪談對象篩選標準為平常會觀看美妝Youtuber且擁有上妝習慣的女性消費者，以四人一組的方式，總共進行一場前測，兩場正式測驗，共訪談12位女性，研究結果歸納如下：1. 觀看美妝Youtube的動機為獲得產品新知識、使用心得和學習化妝技巧。2. 教學性的內容行銷業配影片較受觀看者喜愛，並可以減少對於業配影片的排斥感。3. 教學性的業配影片同時有要加強產品的介紹以免模糊焦點。4. 觀看者很在乎Youtuber是否具有「誠懇」、「親和力」、「相似性」、「聲音真誠」等特質。 根據研究結果，本研究將針對Youtuber和品牌廠商提供實務建議，同時也提供未來研究參考。
Marketing channels have evolved over the years. Nowadays, marketers can use a number of channels to communicate with and approach their target consumers. While the word of mouth (WOM) has always been the way to promote a product, new ways of Integrated Marketing Communications, such as the use of Social Media including Facebook, Instagram, and YouTube, have widened the reach of marketers and product endorsements. Thus, this thesis focuses on one of the new marketing channels - YouTube Marketing, particularly studying Youtube videos in the Beauty Industry.The study aims to find out what motivates a consumer to watch videos made by Beauty YouTubers, and whether video sponsorships influence a consumer’s willingness to purchase the merchandise. This study adopts focus group interviews to collect qualitative data. Individuals who have make-up everyday and frequently watch Beauty Youtube Videos were invited to be the respondents. We arranged four people in a group, and there are one pre-test interview and two official interviews, the amount of interviewees are twelve in total. Results and discussions are summarized as follows:A. The motivation of watching Beauty YouTubers’ videos are getting new product information, reviews and learning makeup skills.B. People prefer the sponsored videos with educational contents as it decreases their boredom toward sponsored videos.C. To avoid blurring the focus, sponsored videos with educational content should enhance the details of product usage and characteristics.D. Those Beauty YouTubers who are considered persuasive by YouTube Viewers have the following characteristics: Honesty, affinity, similarity, and sincere tones and attitudes. The study provided pratical advice, notes, and tips for YouTubers, Beauty Brands, as well as further research suggestions on the new channel of social media marketing.參考文獻 一、 中文文獻戴國良，2008，整合行銷傳播：全方位理論架構與本土實務個案，五南圖書出版社姜藍茵，2016，消費者參與品牌體驗活動之動機與效果 : 以NIKE體驗活動為例，政治大學企業管理所論文姜俊邑，2015，社群媒體之內容行銷研究-以快速消費品為例，政治大學企業管理所論文酷哥康，2016，2017年社群媒體何去何從，數位行銷實戰家，民106年6月20日，取自：https://blog.dcplus.com.tw/marketing-knowledge/starter/105228內容行銷定義，數位時代，民106年6月20日https://www.bnext.com.tw/search/tag/內容行銷社團法人台灣服務業發展協會秘書長李培芬，2015，商業虛與實－AISAS 網路時代的購買新流程，工商時報，民國106年6月20日，取自：http://www.chinatimes.com/newspapers/20150304000340-260207陳向明，2009，社會科學質的研究，五南圖書出版社潘淑滿，2003 ，質性研究理論與應用，心理出版社吳宜倫，2017，YouTube行銷 這是素人的世代，電子商務時報，民國106年6月13日，取自：http://www.ectimes.org.tw/Shownews.aspx?id=170108231500Yoanna，2015，為甚麼我們都愛Youtuber?，Youtuber Lover Blog，民國106年6月13日，取自：http://www.theyoutubelover.com/2015/05/23/write_something_why_do_we_love_youtubers/二、 英文文獻Aaker, D. A., Myers, J. G., & Batra, R. (1992). Advertising management. Englewood Cliffs, NJ: Prentice Hall.AIDMA. (2017). Wikipedia. Retrieved June 07, 2017, from the World Wide Web: https://zh.wikipedia.org/wiki/AIDMAAnderl, E., Becker, I., Wangenheim, F. V., & Schumann, J. H. (2014). Mapping the customer journey: A graph-based framework for online attribution modeling, 17-20.Myth-Busting Social Media Advertising. (2014). Retrieved June 07, 2017, from the World Wide Web: http://www.onebyaol.com/myth-busting-social-media-advertisingBaker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 538-555.Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspective. New York: NY: McGraw-Hill.Russel Bernard, H. (1988). Research methods in cultural anthropology. Newbury Park, CA: Sage Publications. Buttle, H., Raymond, J. E., & Danziger, S. (2000). Do famous faces capture attention? Advances in Consumer Research, 27, 245-245.Cappo, J. (2003). The future of advertising: New media, new clients, new consumers in the post-television Age. USA: McGraw-Hill.Elzinga, D., Mulder, S., & Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, 3, 96-107.Debevec, K., & Kernan, J. B. (1984). More evidence on the effects of a presenter`s attractiveness some cognitive, affective, and behavioral consequences. ACR North American Advances.DeBono, K. G., & Harnish, R. J. (1988). Source expertise, source attractiveness, and the processing of persuasive information: A functional approach. Journal of Personality and Social Psychology, 55(4), 541-546.Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of Marketing, 73(5), 90-102.Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71.Goldberg, M. E., & Hartwick, J. (1990). The effects of advertiser reputation and extremity of advertising claim on advertising effectiveness. Journal of Consumer Research, 17(2), 172-179.Goldenberg, J., Oestreicher-Singer, G., & Reichman, S. (2012). The quest for content: How user-generated links can facilitate online exploration. Journal of Marketing Research, 49(4), 452-468.Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456.Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change. Yale University Press.Lee, J. E., & Watkins, B. (2016). YouTube vloggers` influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.Katona, Z. (2013). Competing for influencers in a social network. University of California, Berkeley. Lim, Y., Chung, Y., & Weaver, P. A. (2012). The impact of social media on destination branding: Consumer-generated videos versus destination marketer-generated videos. Journal of Vacation Marketing, 18(3), 197-206.Lederman, L. C. (1990). Assessing educational effectiveness: The focus group interview as a technique for data collection. Communication Education, 39(2), 117-127.McCracken, G. (1988). The long interview. Newbury Park, CA: Sage.McDaniel, C., Lamb, C. W., & Hair, J. F. (2011). Introduction to marketing. South-Western.McGuire, W. J. (1985). Attitudes and attitude change. Handbook of Social Psychology, Vol. 2, NY: Random House, 233-346. Miller, G. R., & Baseheart, J. (1969). Source trustworthiness, opinionated statements, and response to persuasive communication. Speech Monographs, 36 (1), 1-7.Moore, D. J., Mowen, J. C., & Reardon, R. (1994). Multiple sources in advertising appeals: When product endorsers are paid by the advertising sponsor. Journal of the Academy of Marketing Science, 22(3), 234-243.Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58 (3), 20-38.Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers` perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.Petroshius, S. M., & Crocker, K. E. (1989). An empirical analysis of spokesperson characteristics on advertisement and product evaluations. Journal of the Academy of Marketing Science, 17(3), 217-225.Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. American Marketing Association, 122-145.Ratneshwar, S., & Chaiken, S. (1991). Comprehension`s role in persuasion: The case of its moderating effect on the persuasive impact of source cues. Journal of Consumer Research, 18(1), 52-62.Richardson, C. A., & Rabiee, F. (2001). A question of access: an exploration of the factors that influence the health of young males aged 15 to 19 living in Corby and their use of health care services. Health Education Journal, 60(1), 3-16.Schouten, J. W. (1991). Selves in transition: Symbolic consumption in personal rites of passage and identity reconstruction. Journal of Consumer Research, 17(4), 412-425.Smith, T. M., Gopalakrishna, S., & Chatterjee, R. (2006). A three-stage model of integrated marketing communications at the marketing–sales interface. Journal of Marketing Research, 43(4), 564-579.Corbin, J., Strauss, A., & Strauss, A. L. (2014). Basics of qualitative research. Sage.Strong Jr, E. K. (1925). Theories of selling. Journal of Applied Psychology, 9(1), 75-86.Trusov, M., Bodapati, A. V., & Bucklin, R. E. (2010). Determining influential users in internet social networks. Journal of Marketing Research, 47(4), 643-658.Wijaya, B. S. (2015). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1), 73-85.Woodside, A. G., & Davenport, J. W. (1974). The effect of salesman similarity and expertise on consumer purchasing behavior. Journal of Marketing Research, 11(2), 198-202. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363029資料來源 http://thesis.lib.nccu.edu.tw/record/#G1043630292 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.advisor Bai, Pei Yu en_US dc.contributor.author (Authors) 劉曼綺 zh_TW dc.contributor.author (Authors) Liu, Man Chi en_US dc.creator (作者) 劉曼綺 zh_TW dc.creator (作者) Liu, Man Chi en_US dc.date (日期) 2017 en_US dc.date.accessioned 13-Sep-2017 16:03:06 (UTC+8) - dc.date.available 13-Sep-2017 16:03:06 (UTC+8) - dc.date.issued (上傳時間) 13-Sep-2017 16:03:06 (UTC+8) - dc.identifier (Other Identifiers) G1043630292 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/112834 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 104363029 zh_TW dc.description.abstract (摘要) 現代的行銷管道已經不同於以往，不會只透過單一的行銷管道與消費者做溝通；相反的，行銷人員較常使用整合行銷溝通的方式，透過全方位的溝通媒介，向消費者傳遞廣告資訊。除了傳統的溝通媒介以外，更誕生了不同的新興媒體，像是Youtube影片行銷、論壇口碑行銷等等。本研究將鎖定在美妝產業，並研究新興媒體之一的Youtube平台，探討消費者觀看美妝Youtube的動機，以及廠商利用Youtube業配影片對於消費者購買意願的影響究竟為何。本研究盼給予未來品牌商找Youtuber合作影片實務上的建議。 本研究使用質化訪談焦點團體的方式，訪談對象篩選標準為平常會觀看美妝Youtuber且擁有上妝習慣的女性消費者，以四人一組的方式，總共進行一場前測，兩場正式測驗，共訪談12位女性，研究結果歸納如下：1. 觀看美妝Youtube的動機為獲得產品新知識、使用心得和學習化妝技巧。2. 教學性的內容行銷業配影片較受觀看者喜愛，並可以減少對於業配影片的排斥感。3. 教學性的業配影片同時有要加強產品的介紹以免模糊焦點。4. 觀看者很在乎Youtuber是否具有「誠懇」、「親和力」、「相似性」、「聲音真誠」等特質。 根據研究結果，本研究將針對Youtuber和品牌廠商提供實務建議，同時也提供未來研究參考。 zh_TW dc.description.abstract (摘要) Marketing channels have evolved over the years. Nowadays, marketers can use a number of channels to communicate with and approach their target consumers. While the word of mouth (WOM) has always been the way to promote a product, new ways of Integrated Marketing Communications, such as the use of Social Media including Facebook, Instagram, and YouTube, have widened the reach of marketers and product endorsements. Thus, this thesis focuses on one of the new marketing channels - YouTube Marketing, particularly studying Youtube videos in the Beauty Industry.The study aims to find out what motivates a consumer to watch videos made by Beauty YouTubers, and whether video sponsorships influence a consumer’s willingness to purchase the merchandise. This study adopts focus group interviews to collect qualitative data. Individuals who have make-up everyday and frequently watch Beauty Youtube Videos were invited to be the respondents. We arranged four people in a group, and there are one pre-test interview and two official interviews, the amount of interviewees are twelve in total. Results and discussions are summarized as follows:A. The motivation of watching Beauty YouTubers’ videos are getting new product information, reviews and learning makeup skills.B. People prefer the sponsored videos with educational contents as it decreases their boredom toward sponsored videos.C. To avoid blurring the focus, sponsored videos with educational content should enhance the details of product usage and characteristics.D. Those Beauty YouTubers who are considered persuasive by YouTube Viewers have the following characteristics: Honesty, affinity, similarity, and sincere tones and attitudes. The study provided pratical advice, notes, and tips for YouTubers, Beauty Brands, as well as further research suggestions on the new channel of social media marketing. en_US dc.description.tableofcontents 第壹章 緒論 1第一節 研究背景與動機 1第二節 研究問題 4第三節 研究流程 5第貳章 文獻探討 7第一節 整合行銷溝通 7第二節 內容行銷 10第三節 訊息溝通過程 13第四節 代言人說服力 17第參章 研究方法 22第一節 深度訪談 22第二節 焦點團體（Focus Group） 23第三節 訪談問題 24第四節 訪談對象 25第五節 研究情境 27第肆章 研究結果發現與討論 45第一節 觀看Youtube動機和習慣 45第二節 業配影片ＡＢ – Youtuber「人」的影響力 53第三節 業配影片ＡＢ – 「內容」影響力 56第四節 業配影片ＡＢ – 說服力 60第五節 業配影片ＡＢ – 購買意願 61第六節 業配影片ＡＢ – 影片整體 63第七節 業配影片ＡＢ – 比較結論 67第八節 研究小節發現 68第伍章 結論與建議 73第一節 研究結論 73第二節 實務建議 76第三節 研究限制與未來研究建議 79參考文獻 81 zh_TW dc.format.extent 53787123 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1043630292 en_US dc.subject (關鍵詞) 整合行銷溝通 zh_TW dc.subject (關鍵詞) 內容行銷 zh_TW dc.subject (關鍵詞) 代言人說服力 zh_TW dc.subject (關鍵詞) Youtube zh_TW dc.subject (關鍵詞) 業配影音 zh_TW dc.subject (關鍵詞) Integrated marketing communication en_US dc.subject (關鍵詞) Content marketing en_US dc.subject (關鍵詞) Persuasiveness en_US dc.subject (關鍵詞) Youtube en_US dc.subject (關鍵詞) Sponsored video en_US dc.title (題名) 消費者觀看美妝Youtube之動機與業配影音對購買意願之影響效果 zh_TW dc.title (題名) Customers’ Motivation Toward Watching Cosmetic YouTube and the Influence of Sponsor Video On Consumers’ Purchasing Intentions en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻戴國良，2008，整合行銷傳播：全方位理論架構與本土實務個案，五南圖書出版社姜藍茵，2016，消費者參與品牌體驗活動之動機與效果 : 以NIKE體驗活動為例，政治大學企業管理所論文姜俊邑，2015，社群媒體之內容行銷研究-以快速消費品為例，政治大學企業管理所論文酷哥康，2016，2017年社群媒體何去何從，數位行銷實戰家，民106年6月20日，取自：https://blog.dcplus.com.tw/marketing-knowledge/starter/105228內容行銷定義，數位時代，民106年6月20日https://www.bnext.com.tw/search/tag/內容行銷社團法人台灣服務業發展協會秘書長李培芬，2015，商業虛與實－AISAS 網路時代的購買新流程，工商時報，民國106年6月20日，取自：http://www.chinatimes.com/newspapers/20150304000340-260207陳向明，2009，社會科學質的研究，五南圖書出版社潘淑滿，2003 ，質性研究理論與應用，心理出版社吳宜倫，2017，YouTube行銷 這是素人的世代，電子商務時報，民國106年6月13日，取自：http://www.ectimes.org.tw/Shownews.aspx?id=170108231500Yoanna，2015，為甚麼我們都愛Youtuber?，Youtuber Lover Blog，民國106年6月13日，取自：http://www.theyoutubelover.com/2015/05/23/write_something_why_do_we_love_youtubers/二、 英文文獻Aaker, D. A., Myers, J. G., & Batra, R. (1992). Advertising management. Englewood Cliffs, NJ: Prentice Hall.AIDMA. (2017). Wikipedia. Retrieved June 07, 2017, from the World Wide Web: https://zh.wikipedia.org/wiki/AIDMAAnderl, E., Becker, I., Wangenheim, F. V., & Schumann, J. H. (2014). Mapping the customer journey: A graph-based framework for online attribution modeling, 17-20.Myth-Busting Social Media Advertising. (2014). Retrieved June 07, 2017, from the World Wide Web: http://www.onebyaol.com/myth-busting-social-media-advertisingBaker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 538-555.Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspective. New York: NY: McGraw-Hill.Russel Bernard, H. (1988). Research methods in cultural anthropology. Newbury Park, CA: Sage Publications. Buttle, H., Raymond, J. E., & Danziger, S. (2000). Do famous faces capture attention? Advances in Consumer Research, 27, 245-245.Cappo, J. (2003). The future of advertising: New media, new clients, new consumers in the post-television Age. USA: McGraw-Hill.Elzinga, D., Mulder, S., & Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, 3, 96-107.Debevec, K., & Kernan, J. B. (1984). More evidence on the effects of a presenter`s attractiveness some cognitive, affective, and behavioral consequences. ACR North American Advances.DeBono, K. G., & Harnish, R. J. (1988). Source expertise, source attractiveness, and the processing of persuasive information: A functional approach. Journal of Personality and Social Psychology, 55(4), 541-546.Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of Marketing, 73(5), 90-102.Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. 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