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題名 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
Study on the influence of beauty bloggers toward consumers` purchase intention from the perspective of reference groups and consumer experience作者 嚴智慧
Yan, Zhi-Hui貢獻者 賴建都
Lai, Jian-Du
嚴智慧
Yan, Zhi-Hui關鍵詞 美妝博主
參照群體
CEV模式
購買意願
流行敏感
Beauty bloggers
Reference group
CEV model
Purchase intention
Popular sensitive日期 2018 上傳時間 23-Jul-2018 16:59:48 (UTC+8) 摘要 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？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：1. 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。2. 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。3. 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?In 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:1. 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.2. 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.3. 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. 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(1997). Customer value: the next source for competitive advantage. Journal of the academy of marketing science, 25(2), 139-153.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22. 描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
105464069資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105464069 資料類型 thesis dc.contributor.advisor 賴建都 zh_TW dc.contributor.advisor Lai, Jian-Du en_US dc.contributor.author (Authors) 嚴智慧 zh_TW dc.contributor.author (Authors) Yan, Zhi-Hui en_US dc.creator (作者) 嚴智慧 zh_TW dc.creator (作者) Yan, Zhi-Hui en_US dc.date (日期) 2018 en_US dc.date.accessioned 23-Jul-2018 16:59:48 (UTC+8) - dc.date.available 23-Jul-2018 16:59:48 (UTC+8) - dc.date.issued (上傳時間) 23-Jul-2018 16:59:48 (UTC+8) - dc.identifier (Other Identifiers) G0105464069 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118822 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 傳播學院傳播碩士學位學程 zh_TW dc.description (描述) 105464069 zh_TW dc.description.abstract (摘要) 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？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：1. 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。2. 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。3. 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。 zh_TW dc.description.abstract (摘要) 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?In 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:1. 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.2. 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.3. 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. en_US dc.description.tableofcontents 摘要 IAbstract III第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題 5第三節 研究目的 7第四節 研究流程 8第二章 文獻探討 9第一節 女性化妝品與消費者 9一、 女性化妝品消費市場現狀 9二、 女性消費者特點 10第二節 參照群體（Reference Group） 13一、 參照群體的定義 13二、 參照群體的構面 15三、 參照群體對購買意願的影響 22第三節 CEV（Cognitive-Emotion-Value）模式 25一、 認知 26二、 消費者情緒 28三、 感知價值 30第四節 S-O-R（Stimulate-Organism-Reaction）模式 36第五節 消費者生活型態 39第六節 小結 41第三章 研究方法 43第一節 研究方法 43第二節 研究架構與假設 44第三節 抽樣與問卷設計 46一、 研究母體 46二、 抽樣方法 46三、 樣本數量 47四、 問卷設計 47五、 資料分析方法 53第四章 資料分析與呈現 54第一節 描述性統計 54第二節 信度和效度分析 56一、 信度分析 56二、 效度分析 57第三節 研究假設驗證分析 61一、 線性迴歸分析 61三、 中介效果分析 66三、 調節效應檢驗 71四、 小結 74第五章 結論與建議 76第一節 研究結論 76第二節 理論貢獻 81第三節 實務建議 83第四節 研究限制與未來方向 85參考文獻 87中文文獻 87英文文獻 90附錄 94 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105464069 en_US dc.subject (關鍵詞) 美妝博主 zh_TW dc.subject (關鍵詞) 參照群體 zh_TW dc.subject (關鍵詞) CEV模式 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) 流行敏感 zh_TW dc.subject (關鍵詞) Beauty bloggers en_US dc.subject (關鍵詞) Reference group en_US dc.subject (關鍵詞) CEV model en_US dc.subject (關鍵詞) Purchase intention en_US dc.subject (關鍵詞) Popular sensitive en_US dc.title (題名) 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 zh_TW dc.title (題名) Study on the influence of beauty bloggers toward consumers` purchase intention from the perspective of reference groups and consumer experience en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻宋冠群 (2015)。 網路事件行銷淺析. 商場現代化, (10), 47-47.李先國、陳寧頡、張新聖 (2017)。 虛擬品牌社區感知價值對新產品購買意願的影響機制——基於群體認同和品牌認同的雙中介視角. 中國流通經濟, (2017 年 02), 93-100.李慢、馬欽海、趙曉煜 (2014)。 網路服務場景對線上體驗及行為意向的作用 研究. 管理科學, 27(4), 86-96.杜偉強、 於春玲、趙平 (2009)。 參照群體類型與自我-品牌聯繫. 心理學報, (2), 156-166.沈鵬熠 (2011)。 農產品區域品牌的形成過程及其運行機制. 農業現代化研究, 32(5), 588-591武永紅、範秀成 (2004)。 基於顧客價值的企業競爭力整合模型探析. 中國軟科學, (11), 86-92.武瑞娟、王承璐 (2014)。 網店專業性對消費者情感和行為影響效應研究———一項基於大學生群體的實證研究. 管理評論, 26(1), 109-119.姚鐘華 (2002)。 企業獲取核心競爭力的顧客價值分析. 江西社會科學, (2), 145-146.孫強、司有和 (2007)。 網上購物顧客感知價值構成研究. 科技管理研究, 27(7), 185-187.張波、周恩毅 (2011)。 現代中青年女性消費心理及行銷對策分析. 中國商貿, (3), 25-26.張婷婷 (2011)。 基於白領女性消費心理的廣告策略研究(Master`s thesis, 湘潭大學).張璐 (2011)。 基於虛擬社區的網路互動對旅遊目的地形象感知的影響研究 [D] (Doctoral dissertation, 杭州: 浙江大學).張豔 (2017)。 參照群體對老齡消費者購物行為的影響. 瀋陽師範大學學報: 社會科學版, (1), 36-39.許嘉儀、林恬恬、甘春梅 (2017)。 社會化商務情境下用戶行為影響因素研究: 基於 SOR 模型. 知識管理論壇, 1, 007.陳家瑤、劉克、宋亦平 (2006)。 參照群體對消費者感知價值和購買意願的影響. 上海管理科學, 28(3), 25-30.景奉傑、嶽海龍 (2005)。 中國消費者衝動性購買傾向量表的研究. 財政研究, (5), 37-40.程丹、陳長彬 (2014)。 中國奢侈品消費偏好影響因素實證研究. 商業研究, (5), 134-140.程振宇 (2013)。 社交網路下網路互動對購買意願影響及信任保障機制研究. 北京郵電大學, 7.賀和平、劉雁妮、周志民 (2014)。 微博何以令人欲罷不能——基於網路志方法的微博成癮行為研究. 行銷科學學報, (4), 1-16.黃文彥、勞陳峰 (2013)。網路口碑品質對顧客感知價值和購買意願的影響研究. 消費經濟, 29(5), 48-53.楊偉文、劉新 (2010)。 品牌認知對消費者購買行為的影響. 商業研究, (3), 158-162.賈鶴、王永貴、劉佳媛、馬劍虹 (2008)。 參照群體對消費決策影響研究述評. 外國經濟與管理, 30(6), 51-58.蔣豔梅、趙文平 (2011)。 基於參照群體影響的消費者首次網購決策模型分析. 統計與決策, (24), 85-88.薑淩、王磊 (2010)。 消費者產品購買決策中不同類型參照群體影響力比較研究. 華東經濟管理, 24(6), 112-115.薑淩、周庭銳、王成璋 (2009)。 奢侈品牌消費中參照群體影響研究. 管理科學, (5), 81-91.蘇凇、孫川、陳榮 (2013)。 文化價值觀, 消費者感知價值和購買決策風格: 基於中國城市化差異的比較研究. 南開管理評論, (1), 102-109.鐘小娜 (2005)。 網路購物模式下的顧客感知價值研究. 經濟論壇, (15), 131-133.英文文獻Aaker, J. 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