A Study of Cosmetic Blog Marketing on Consumer’s Purchase Intention

• Main Authors: Ting-Chiao Su, 蘇庭巧
• Other Authors: 黃玉枝
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/43606641793712131553

碩士 === 台南應用科技大學 === 國際企業經營系碩士班 === 101 === With the Internet''s technological advances, Internet marketing practices emerging in recent years, it is a powerful competitiveness marketing channels of small-medium enterprises, also the best marketing tool, there are already numerous examples of successful Internet marketing, it is a proven marketing trend in recent years. Internet marketing’s tools universal by our life have “search engine optimization”, “keyword search”, “E-newsletters member”, “viral marketing”, “e-mail marketing”, “blog marketing”, “video marketing”, “community site marketing”, “online-shopping”, etc. The blog marketing is small-medium enterprises and consumer’s favorite internet marketing tool, it is an important role in e-commerce. This research was chosen beauty blog by many internet marketing tools to investigate, the relationship of factors include blog’s information quality, community identity, brand image, purchase motive and purchase intention. And then, investigate by between consumer’s life-style and purchase intention. In this study, the purchase motive divided into impulse buying and rational buying two kinds of motivation. The target population is female consumer in Taiwan, the study collect information by internet and paper two kinds of questionnaire. A total of 400 female consumers fill the questionnaire, 309 questionnaires were recovered, recovery rate of 75.75%. Total of 303 questionnaires were valid after deducting six invalid questionnaires. Correlation and regression analysis are used to test the research hypothesis. The results indicate: 1. Blog’s information quality, community identity and brand image all present a positive relationship with purchase motive and purchase intention. 2. Impulse buying motive and rationality buying motive by consumer’s purchase motive all present a positive relationship with purchase intention. 3. Consumer’s life-style was not significant relationship with purchase intention.