Study on the influence of beauty bloggers toward consumers' purchase intention from the perspective of reference groups and consumer experience

• Main Authors: Yan, Zhi-Hui, 嚴智慧
• Other Authors: Lai, Jian-Du
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/6dgpgf

碩士 === 國立政治大學 === 傳播學院傳播碩士學位學程 === 106 === 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.