The Unboxing Skills, its Credibility and Consumers Purchasing Intention: Using Female Cosmetic Products as an Example

• Main Authors: Chung, Ying, 鍾瑩
• Other Authors: KU, HSUAN-HSUAN
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/2g3848

碩士 === 東吳大學 === 企業管理學系 === 106 === In recent years purchasing cosmetics is a luxurious behavior, which has become an important part of live art and females fashion. Many cosmetic video unboxers take advantage of unboxing video, to provide relevant source of information regarding cosmetic product to viewers. Over the past years, the growth of unboxing video is over 57 percent, while the growth of upload videos has grown more than 50 percent. It has been reported that a fifth of the consumers have actually watched unboxing videos. Thus, the aim of this study was to investigate how unboxing skills and credibility of cosmetic unboxing video influence consumers’ judgment and how the credibility of unboxing skill affects consumers’ purchasing intention. In this study, a quantitative analysis was conducted using online questionnaire with 200 female participants evenly distributed into 4 different scenarios, making it 50 female participants in each scenario. The collected data were analyzed using IBM SPSS Statistics windows 23.0. to analyze descriptive, reliability, two-way Analysis of Variance (ANOVA) and mediating effect analysis. The result indicated that the message appeal for trustworthiness, expertness, attractiveness and purchasing intention all showed significant differences between rational appeal and emotional appeal. Furthermore, the mediating effect of trustworthiness, expertness attractiveness toward purchasing intention showed significance, this signifies that the higher the participants’ trustworthiness, expertness, and attractiveness, the higher the participants purchasing intention. In conclusion, the result of this study indicated that the unboxing skills and credibility of the unboxing video can influence participants’ judgment and purchasing intention. This study can be a good reference to advertiser or marketers so that they can decide whether to produce an emotional or rational appeal advert or unboxing videos, and whether to produce video in a comparison style or non-comparison style.