| Summary: | 碩士 === 逢甲大學 === 國際經營與貿易學系 === 106 === With the development of the social media platform, how consumer search for beauty products’ information has changed with the pattern of information streaming and exchange. Compared to the passive acceptance of news in the past, now we have been able to actively screen the content of received messages. The research on the influence of YouTube platform on consumers' purchase intention is relatively limited and rare. Therefore, this research is to explore the factors that affect the consumer purchase intention toward youtubers in the YouTube platform.
In order to explore the factors that affected the consumers’ willingness to purchase youtubers’ recommendation and how those factors influenced the recommendation effect, a qualitative in-depth interview method was adopted and the consumers who watch beauty YouTube channel were be used as research object. A total of 16 interviews were conducted. This study found that beauty youtubers, perceived video characteristics and recommended products are factors that influence the willingness to watch, and further influence purchase intentions. Beauty youtubers and recommended products are the factors that can also directly affect purchase intention. And the sponsored videos are the factor that interfere with the willingness to watch.
|
|---|
