美妝影音部落客之外表吸引力、態度同質性和擬社會互動與影片內容品質對消費者知覺信任及購買意圖之影響

Abstract

隨網路與數位影音技術日益進步，美妝影音部落客本身與其所發布的影片，對相關行業或消費者皆產生重要之影響。本研究之目的即為檢視美妝影音部落客之外表吸引力、態度同質性、擬社會互動與影片內容品質，對消費者知覺信任及購買意圖之影響。受測對象為台灣地區一年內曾觀賞美妝影音部落客影片者。採用網路問卷與便利抽樣方法進行資料蒐集，共計回收330份有效問卷為本研究分析所用。爾後透過SmartPLS 3.0從事結構方程模式分析與假說檢定。結果發現美妝影音部落客之外表吸引力與態度同質性分別顯著正向影響擬社會互動。再者，擬社會互動與影片內容品質亦分別顯著正向影響消費者之知覺信任，進而顯著正向影響其購買意圖。最後，根據本研究之結果發現，管理意涵、研究限制及未來研究方向亦被呈現於本論文中。

With the continuous advancement of the Internet and digital audio-visual technology, beauty vloggers themselves and their videos have had an important impact on related industries or consumers. The purpose of this study is to examine the physical attraction and attitude homoph-ily of beauty vloggers, parasocial interaction (PSI) and quality of video content on perceived trust and purchase intention. The participants were people who had watched videos of beauty vbloggers in Taiwan within a year. This study uses online questionnaire to collect data and through the convenient sampling. A total of 330 valid questionnaires are obtained for analysis. In this study, SmartPLS 3.0 is used to analyze structural equation model and hypotheses test. The results show that the beauty vbloggers physical attraction and attitude homophily positively and significantly influence PSI. Furthermore, the PSI and video content quality positively and significantly influence consumer’s perceived trust, and in turn, affects their purchase intention. Finally, based on the results of this research, management implications, research limitations and future research directions are also presented in this paper.