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研究生:林肯正
研究生(外文):Lin, Ken-Cheng
論文名稱:短影音影響女性消費者購買化妝品意願之研究-以珍珠膏為例
論文名稱(外文):The Effect of Short Videos on Female Consumers' Purchasing Intention—Using Pearl Cream as an Example
指導教授:鍾菁鍾菁引用關係賴明政賴明政引用關係
指導教授(外文):Chung, ChingLai, Ming-Cheng
學位類別:碩士
校院名稱:國立臺北商業大學
系所名稱:企業管理系(所)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:76
中文關鍵詞:短影音使用與滿足理論產品廣告信賴度資訊可信度產品創新評價滿意度創新接受度購買意願
外文關鍵詞:Short VideoUses and Gratification TheoryProduct Advertising BelievabilityInformation CredibilityEvaluation of Product InnovationSatisfactionInnovation AcceptancePurchase Intention
相關次數:
  • 被引用被引用:2
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存在超過一甲子的珍珠膏,因產品表面質地及塗抹皮膚後呈現獨特的珍珠光澤感而得名。曾經以美白、治痘、潤膚保溼、防曬、潤飾膚色等多合一功能而成為火紅商品,效果類似現今BB霜,卻未跟隨時代的演進而更新其行銷模式,面臨銷售通路傳統以及使用者高齡化等問題。
在這跨平台行銷、影音推播、精準投放、數據分析為王的數位行銷時代,本研究希望藉由短影音廣告(碧蔓舒之PP水肌偽妝棒官方Youtube影片)的觀看,來探討短影音資訊性、產品廣告信賴度、創新產品評價等研究變數對產品廣告滿意度之影響,進而分析產品廣告滿意度以及消費者的創新接受度是否影響產品購買之意願。
本研究採紙本問卷形式,以大台北地區之女性民眾為受訪對象發放,研究結果發現珍珠膏短影音廣告之資訊性、產品廣告信賴度及創新產品評價,對產品廣告滿意度皆具正面影響,而觀看者之創新接受度及其產品廣告滿意度對產品購買意願亦有正面影響。
研究結果之發現有助於協助新型態珍珠膏觸及過去不曾聽聞此產品的年輕消費族群。針對創新接受度高、35歲以上的非學生消費者,透過短影音在短時間內傳達產品資訊、特色功效及使用方式等資訊,並將其設定為廣告透放對象,有利於提升投放廣告的經濟效益。
Named after the exquisite gem for its lustrous-look and silking texture-feel when applied on the skin, the pearl cream has similar cosmetic effect as today’s BB cream and has been in the market for well over sixty-years. Once in high demand for its multi-purpose cosmetic applications - whitening, blemish-fighting, moisturizing, sun-screening and toning, the pearl cream has slowly lost appeals among its aging customer base and diminishing distribution channels due to outdated marketing approaches.
Cross-platform marketing, video delivering, microtargeting and data analysis have become the main tools for digital marketing. This research aims to study message-delivering, product advertising believability, and effectiveness/trustworthiness of advertisements by showing a product video to targeted audience, and studying whether ad-video satisfaction and consumers’innovation acceptance further promote purchase intention.
The study is carried out by conducting questionnaire to potential female customers in the Taipei City area. The result shows in depth message delivered by ad video, advertising reliability, and evaluation of product innovation have a positive impact on advertisement satisfaction. Furthermore, consumers’ innovation acceptance promotes purchase intention.
The result and findings in this study pinpoints a way to reach young generation of potential customers who have never heard of pearl cream. Aiming at a targeted segment of innovative, age above 35 years old, and non-student customers, companies can maximize the effectiveness of digital media channeling by delivering product information, features, and application through short video ads.
中文摘要 i
英文摘要 ii
致謝 iv
目錄 vi
表目錄 viii
圖目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 使用與滿足理論 7
第二節 產品廣告信賴度 11
第三節 產品創新評價 14
第四節 產品廣告滿意度 17
第五節 創新接受度 20
第六節 購買意願 23
第三章 研究方法 26
第一節 研究架構 26
第二節 研究假說 27
第三節 變數定義與衡量 30
第四節 研究對象與資料蒐集 32
第五節 統計分析方法 33
第四章 實證研究 36
第一節 問卷資料與樣本結構分析 36
第二節 各研究變數敘述性統計分析 39
第三節 因素分析 40
第四節 信度與效度分析 41
第五節 差異性分析 46
第六節 假說驗證結果 52
第五章 研究結論與建議 55
第一節 研究結論 55
第二節 管理意涵與建議 57
第三節 研究限制 59
第四節 未來研究建議 61
參考文獻 63
附錄
A研究問卷 73
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