Exploring the Impact of Beauty YouTubers on Consumer Purchase Intentions

• Main Authors: YEH,TZU-NING, 葉子寧
• Other Authors: HE,WEI-HUA
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/vswj6g

碩士 === 東吳大學 === 資訊管理學系 === 106 === With the rise of social platforms, the videos made by beauty YouTubers are the information source of for many female consumers to obtain beauty products, which will help they make purchase decisions. The purpose of this study is to understand how the beauty YouTubers’ personal characteristics and the content of videos affect consumer purchase intentions, trust and information usefulness are used as mediating variables to explore whether the personal characteristics of the beauty YouTubers and the content of videos affect the mediating variables and have the effect on consumers’ purchase intentions. This study aimed at female consumers who had watched beauty YouTubers’ videos as research objects, and collected 532 valid samples from online survey. The quantitative analysis found that the reputation and affinity of beauty YouTubers would significantly affect consumers’ trust and purchase intentions; the self-disclosure of beauty YouTubers would no significantly affect consumers’ trust and purchase intentions; the abundance of video information made by beauty YouTubers will significantly affect consumers’ perception of information usefulness and purchase intentions.