臺灣博碩士論文加值系統

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.

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.

Abstract i
Acknowledgement ii
Table of Contents iii
List of Table iv
List of Figure v
Chapter 1 Introduction 1
1.1 Rationale for the Study 1
1.2 Purpose of the Study 3
1.3 Research Procedure 4
Chapter 2 Literature Review 5
2.1 Unboxing video 5
2.2 Credibility 6
2.3 Message Appeal 10
2.4 Purchasing intention 14
2.5 The relationship among message appeals, source credibility and purchasing intention 15
2.6 Summary 16
Chapter 3 Methodology 18
3.1 Definition of Terms 18
3.2 Research Model 19
3.3 Research Hypothesis 19
3.3 Populations and Participant 20
3.4 Research Process and Design 21
3.5 Instruments 24
3.6 Data Analysis 26
Chapter 4 Results and Discussion 28
4.1 Descriptive Analysis of the Participants 28
4.2 Two-way analysis of variance (ANOVA) 29
4.3 Linear Regression Analysis 32
4.4 Hypothesis Testing 34
4.5 Research Discussion 35
Chapter 5 Conclusions and Recommendations 38
5.1 Conclusions and limitation 38
5.2 Recommendations for future application and studies 39
References 40
Appendixes 48

References
Albers-Miller, N. D., & Royne Stafford, M. (1999). An international analysis of emotional and rational appeals in services vs goods advertising. Journal of consumer marketing, 16(1), 42-57.
Alexa. (2018). Keyword Research, Competitor Analysis, & Website Ranking | Alexa. Retrieved March 18, 2018, from https://www.alexa.com/
Alford, B. L., & Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers' price perception and behavioral intention. Journal of Business research, 55(9), 775-783.
Applbaum, R. F., & Anatol, K. W. (1972). The factor structure of source credibility as a function of the speaking situation. Speech Monographs, 39 (3), 216-222.
Ayeh, J. K., Au, N., & Law, R. (2013). “Do we believe in TripAdvisor?” Examining credibility perceptions and online travelers’ attitude toward using user-generated content. Journal of Travel Research, 52(4), 437-452.
Belch, G. E., & Belch, M. A. (2001). Advertising and promotions. Aufl., New York.
Bridge, H. P. (1949). Practical advertising: a comprehensive guide to the planning and preparation of modern advertising in all of its phases. Rinehart.
Camarero, C., & San José, R. (2011). Social and attitudinal determinants of viral marketing dynamics. Computers in Human Behavior, 27(6), 2292-2300.
Chen, C. W., Chen, T. H., & Lin, Y. F. (2011). Statistical analysis for consumers' intentions of purchasing cosmetics. African Journal of Business Management, 5(29), 11630.
Chen, Y. H., Hsu, I. C., & Lin, C. C. (2010). Website attributes that increase consumer purchase intention: A conjoint analysis. Journal of business research, 63(9-10), 1007-1014.
Cheng, X., Dale, C., & Liu, J. (2008, June). Statistics and social network of youtube videos. In Quality of Service, 2008. IWQoS 2008. 16th International Workshop on (pp. 229-238). IEEE.
Chettle, N. (2015). Unboxing’internet craze a threat to kids: psychologists. The New Daily. com.
Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet research, 18(3), 229-247.
Chu, C. W., & Lu, H. P. (2007). Factors influencing online music purchase intention in Taiwan: An empirical study based on the value-intention framework. Internet Research, 17(2), 139-155.
Copeland, M.T. (1924). Principles of Merchandising, Arno Press, New York, NY.
Craig, D., & Cunningham, S. (2017). Toy unboxing: living in a (n unregulated) material world. Media International Australia, 163(1), 77-86.
DeSarbo, W. S., & Harshman, R. A. (1985). Celebrity-brand congruence analysis. Current issues and research in advertising, 8(1), 17-52.
Dimofte, C. V., Haugtvedt, C. P., & Yalch, R. F. (Eds.). (2015). Consumer psychology in a social media world. Routledge.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
Donald, D. W. (1955). Basic Text in Advertising. Pleasantville, NY: Printers Ink.
Dunbar, N. E., Connelly, S., Jensen, M. L., Adame, B. J., Rozzell, B., Griffith, J. A., & Dan O'Hair, H. (2014). Fear appeals, message processing cues, and credibility in the websites of violent, ideological, and nonideological groups. Journal of Computer-Mediated Communication, 19(4), 871-889.
English, K., Sweetser, K. D., & Ancu, M. (2011). YouTube-ification of political talk: An examination of persuasion appeals in viral video. American Behavioral Scientist, 55(6), 733-748.
Esmaeilpour, M., & Aram, F. (2016). Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand. Management & Marketing, 11(2), 470-483.
Fortunelords. (2018). Youtube Statistics - 2018. Retrieved March 18, 2018, from https://fortunelords.com/youtube-statistics/
Fredrickson, B.L. (2001). The role of positive emotions in positive psychology: the broaden-and-build theory of positive emotions. American Psychologist 56(3): 218--226.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions. The Journal of Marketing 62(2), 46-59.
Hancock, G. R., & Mueller, R. O. (Eds.). (2013). Structural equation modeling: A second course. Iap.
Harmon, R. R., & Coney, K. A. (1982). The persuasive effects of source credibility in buy and lease situations. Journal of Marketing research, 255-260.
Hautz, J., Füller, J., Hutter, K., & Thürridl, C. (2014). Let users generate your video ads? The impact of video source and quality on consumers' perceptions and intended behaviors. Journal of Interactive Marketing, 28(1), 1-15.
Holmbom, M. (2015). The YouTuber: A Qualitative Study of Popular Content Creators.
Hotchkiss, G. B. (1949). Advertising copy. Harper.
Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public opinion quarterly, 15(4), 635-650.
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion; psychological studies of opinion change.
Jin, X. L., Cheung, C. M., Lee, M. K., & Chen, H. P. (2009). How to keep members using the information in a computer-supported social network. Computers in Human Behavior, 25(5), 1172-1181.
Johar, J. S., & Sirgy, M. J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of advertising, 20(3), 23-33.
Johnson, E. J., & Russo, J. E. (1984). Product familiarity and learning new information. Journal of consumer research, 11(1), 542-550.
Kelly, H. (2014). The bizarre, lucrative world of ‘unboxing’videos. CNN. com, 13.
Kerschensteiner, K. (2015) Unboxing: Relevant to Media Linguistics?.
Kiecker, P., & Cowles, D. (2002). Interpersonal communication and personal influence on the Internet: A framework for examining online word-of-mouth. Journal of Euro marketing, 11(2), 71-88.
Kotler, P. (2000). Marketing Management–International Millennium Edition.
Kotler, P. and Armstrong, G. (1994). Principles of Marketing, 6th ed., Prentice-Hall, Englewood Cliffs, NJ.
Kotler, P. and Keller, K.L. (2008), Marketing Management, 13th ed., Prentice-Hall, Upper Saddle River, NJ
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30, 607-610.
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of business research, 44(2), 109-116.
Lin, L. Y., & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of consumer Marketing, 23(5), 248-265.
López, M., & Sicilia, M. (2014). Determinants of E-WOM influence: the role of consumers' internet experience. Journal of theoretical and applied electronic commerce research, 9(1), 28-43.
Luo, C., Luo, X. R., Schatzberg, L., & Sia, C. L. (2013). Impact of informational factors on online recommendation credibility: The moderating role of source credibility. Decision Support Systems, 56, 92-102.
Macias, W., & Lewis, L. S. (2003). A content analysis of direct-to-consumer (DTC) prescription drug web sites. Journal of Advertising, 32(4), 43-56.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
Martawilaga, A. I., & Purwanegara, M. S. (2016). Information acceptance of EWOM and purchase intention through haul video YouTube. Journal of Business and Management5(5)., 651-660
Metzger, M. J. (2007). Making sense of credibility on the Web: Models for evaluating online information and recommendations for future research. Journal of the Association for Information Science and Technology, 58(13), 2078-2091.
Metzger, M. J., Flanagin, A. J., Eyal, K., Lemus, D. R., & McCann, R. M. (2003). Credibility for the 21st century: Integrating perspectives on source, message, and media credibility in the contemporary media environment. Annals of the International Communication Association, 27(1), 293-335.
Odén, N., & Larsson, R. S. (2011). What makes a marketing campaign a viral success. A descriptive model exploring the mechanisms of viral marketing.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
Pan, L. Y., & Chiou, J. S. (2011). How much can you trust online information? Cues for perceived trustworthiness of consumer-generated online information. Journal of Interactive Marketing, 25(2), 67-74.
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. The Journal of Marketing, 135-145.
Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business research, 62(1), 61-67.
Pornpitakpan, C. (2003). Validation of the celebrity endorsers’ credibility scale: Evidence from Asians. Journal of Marketing Management, 19(1-2), 179-195.
Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer behaviour.(global ed).
Schweizer, K. (2015). YouTube unboxing goes from family fun to big business. Bloomberg. com. Available at: http://www. bloomberg. com/news/articles/2015-12-18/youtube-unboxing-makes-stars-of-parents-and-children. Google Scholar.
Selnow, G. W. (1998). Electronic whistle-stops: The impact of the Internet on American politics. Greenwood Publishing Group.
Shan, Y. (2016). How credible are online product reviews? The effects of self-generated and system-generated cues on source credibility evaluation. Computers in Human Behavior, 55, 633-641.
Sharif, M. A., Ahmad, W., & Ahmad, A. (2016). Electronic word of mouth: investigating the influence of electronic message source credibility, message appeal and brand equity on consumer purchase intention‟. City University Research Journal, 6(01), 151-165.
Sheehan, B. (2013) Loveworks: How the world’s top marketers Make Emotional Connections to win in the Marketplace. Brooklyn, NY: PowerHouse.
Shimp, T.A. and Andrews, J.C. (2013) Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications. 9th edn. Mason, OH: Thomson South-Western.
Silcoff, M. (2014). A mother’s journey through the unnerving universe of ‘Unboxing’videos. New York Times Magazine, 44.
Simon, F. L. (1992). Marketing green products in the triad. Columbia Journal of World Business, 27(3-4), 268-285.
Simpson, E. K., & Kahler, R. C. (1981). A Scale for Source Credibility; Validated in the Selling Context. Journal of Personal Selling & Sales Management, 1(1), 17-25.
Snyder, M., & DeBono, K. G. (1985). Appeals to image and claims about quality: Understanding the psychology of advertising. Journal of personality and Social Psychology, 49(3), 586.
Stafford, M. R., & Day, E. (1995). Retail services advertising: The effects of appeal, medium, and service. Journal of Advertising, 24(1), 57-71.
Su, D., & Huang, X. (2010). Research on online shopping intention of undergraduate consumer in China--based on the theory of planned behavior. International Business Research, 4(1), 86.
Think with Google,. (2014, November). The Magic Behind Unboxing on YouTube. Retrieved March 24, 2018, from https://www.thinkwithgoogle.com/consumer-insights/youtube-insights-stats-data-trends-vol7/
Vaughn, R. (1986). How advertising works: A planning model revisited. Journal of advertising research, 26(1), 57-66.
Vilpponen, A., Winter, S., & Sundqvist, S. (2006). Electronic word-of-mouth in online environments: Exploring referral networks structure and adoption behavior. Journal of Interactive Advertising, 6(2), 8-77.
Westerman, D., Spence, P. R., & Van Der Heide, B. (2014). Social media as information source: Recency of updates and credibility of information. Journal of Computer‐Mediated Communication, 19(2), 171-183.
Wynn, G. W. (1987). The effects of a salespersons’ credibility on other salespersons and sales managers. In Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference (pp. 353-358). Springer, Cham.
Yan, Y. C., Li, H., & See-To, E. W. K. (2014, April). Fun In A Trustworthy Environment? The Effects Of Message Source Credibility And Message Appeal On EWOM Responses In Facebook. UK Academy for Information Systems Conference Proceedings, 44.
Yang, H., Liu, H., & Zhou, L. (2012). Predicting young Chinese consumers' mobile viral attitudes, intents and behavior. Asia Pacific Journal of Marketing and Logistics, 24(1), 59-77.
Yoo, K. H., Lee, Y., Gretzel, U., & Fesenmaier, D. R. (2009). Trust in travel-related consumer generated media. Information and communication technologies in tourism 2009, 49-59.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 52 (3), 2-22.
Zolait, A. H. S. (2014). The nature and components of perceived behavioural control as an element of theory of planned behaviour. Behaviour & Information Technology, 33(1), 65-85.