跳到主要內容

臺灣博碩士論文加值系統

(44.213.60.33) 您好!臺灣時間:2024/07/22 16:32
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

: 
twitterline
研究生:潘妮塔
研究生(外文):Pannita Chankong
論文名稱:The Impact of Social Media Platform and Influencer on Purchase Intention
論文名稱(外文):The Impact of Social Media Platform and Influencer on Purchase Intention
指導教授:陳怡穆陳怡穆引用關係
指導教授(外文):Yi-Mu Chen
口試委員:藍於琛黃增隆
口試委員(外文):Yu-Chen LanTseng-Lung Huang
口試日期:2023-06-14
學位類別:碩士
校院名稱:義守大學
系所名稱:企業管理學系
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:2023
畢業學年度:111
語文別:英文
論文頁數:53
中文關鍵詞:
外文關鍵詞:Social Media PlatformInfluencerPurchase Intention
相關次數:
  • 被引用被引用:0
  • 點閱點閱:20
  • 評分評分:
  • 下載下載:2
  • 收藏至我的研究室書目清單書目收藏:0
The purpose of this research is to investigate the persuasion cues related to cosmetic influencers, both Korean beauty and Western beauty style, present on Instagram and YouTube towards cosmetic customers’ purchase intention in Thailand. The researcher used experimental design which collected data through questionnaire survey with 213 Thai respondents who lived in Thailand. The analysis method that would implemented was one way ANOVA, using the SPSS software. The findings result in Instagram promotion/activities will not cause stronger impact on purchase intention than YouTube promotion/activities and Korean beauty style of influencer will not cause stronger impact on purchase intention than Western beauty style of influencer. Moreover, this study shows the interaction of social media platform and influencer which exhibited both the strongest and weakest influence to purchase intention. The study provides useful implications and recommendations for cosmetic marketers and future researcher.
List of Tables V
List of Figures VI
Chapter 1: Introduction 1
1.1 Research Background 1
1.2 Problem Statement and Research Objectives 3
1.3 Research Questions 3
1.4 Research Significance 3
Chapter 2: Literature Review 4
2.1 Cosmetic Industry in Thailand 4
2.2 Social Media Platform 4
2.2.1 Social Media Marketing (SMM) 5
2.2.2 Instagram 5
2.2.3 YouTube 6
2.3 Influencer 6
2.3.1 Makeup Style 7
2.3.2 Comparing Influencer Profile 9
2.4 Purchase Intention 13
2.5 Hypotheses Development 13
2.5.1 The Relationship Between Social Media Platform and Purchase Intention 14
2.5.2 The Relationship Between Influencer and Purchase Intention 14
2.5.3 The Relationship Between Social Media Platform, Influencer, and Purchase Intention 15
Chapter 3: Methodology 17
3.1 Operational Definitions 17
3.2 Data Collection 19
3.3 Manipulation and Measurement 20
Chapter 4: Results and Discussion 23
4.1 Manipulation Checks 23
4.2 Demographic Characteristic 24
4.3 Hypotheses Testing 27
4.3.1 Types of Social Media Platform and Purchase Intention 27
4.3.2 Types of Influencer and Purchase Intention 28
4.3.3 Relationship Between Types Social Media Platform, Influencer, and Purchase Intention 29
4.4 Extra Analysis 32
Chapter 5: Conclusion and Suggestions 35
5.1 Research Summary 35
5.2 Implication 36
5.3 Research Limitations and Suggestions for Future Research 36
References 38
Abidin, C. (2016). Visibility labour: Engaging with Influencers’ fashion brands and #OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86–100. https://doi.org/10.1177/1329878x16665177
ACU. (2022, September 28). 5 Statistics on the use of social media in Thailand 2022. ACU Pay. https://acuthai.com/5-statistics-on-the-use-of-social-media-in-thailand-2022/
Adegbola, O., Gearhart, S., & Skarda-Mitchell, J. (2018). Using Instagram to Engage with (Potential) Consumers: A Study of Forbes Most Valuable Brands’ Use of Instagram. The Journal of Social Media in Society, 7, 232–251. https://www.thejsms.org/index.php/JSMS/article/view/436/202
Agarwal, N., Liu, H., Tang, L., & Yu, P. S. (2008). Identifying the influential bloggers in a community. Proceedings of the International Conference on Web Search and Web Data Mining - WSDM ’08. https://doi.org/10.1145/1341531.1341559
Agustina, & Lukman. (2017). Cultural Hybridization of Korean Beauty Trend WithHalal-Certified Local Cosmetics(Analysis of “Korean Makeup Looks” Tutorial Videos on Youtube), 259. https://www.researchgate.net/publication/327836154_Cultural_Hybridization_of_Korean_Beauty_Trend_with_Halal-Certified_Local_Cosmetics_Analysis_of_Korean_Makeup_Looks_Tutorial_Videos_on_Youtube
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/https://doi.org/10.1016/0749-5978(91)90020-T
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 Rese- arch, 55(9), pp. 775-783.
Alnsour, M., Ghannam, M., & Alzeidat, Y. (2018). SOCIAL MEDIA EFFECT ON PURCHASE INTENTION: JORDANIAN AIRLINE INDUSTRY. Journal of Internet Banking and Commerce, 23(2), 1–1. https://www.icommercecentral.com/open-access/social-media-effect-on-purchase-intention-jordanian-airline-industry.php?aid=87134&view=mobile
Alyaka. (2022, October 18). East Meets West: The Differences Between Asian and Western Makeup. Alyaka.com. https://www.alyaka.com/blogs/alyaka-magazine/asian-makeup-vs-western-makeup
AsiaPac Net Media. (2022, August 23). Thailand Digital Marketing 2022 | Insight | AsiaPac – Digital Marketing Agency Asia. AsiaPac. https://www.asiapacdigital.com/digital-marketing-insight/thailand-digital-marketing-2022
Babyjingko. (n.d.-a). @babyjingko. Www.instagram.com. Retrieved January 9, 2023, from https://www.instagram.com/babyjingko/?hl=en
Babyjingko. (n.d.-b). Babyjingko - YouTube. Www.youtube.com. Retrieved January 9, 2023, from https://www.youtube.com/babyjingko
Baltes, L. (2015). Content marketing -the fundamental tool of digital marketing. Bulletin of the Transilvania University of Braşov Series v: Economic Sciences •, 8(57). http://webbut2.unitbv.ro/BU2015/series%20v/BILETIN%20I/15_Patrutiu.pdf
Barker, M., Barker, D. I., Bormann, N. F., & Neher, K. E. (2012). Social Media Marketing: A Strategic Approach. Cengage Learning.
Cabeza-Ramírez, L. J., Sánchez-Cañizares, S. M., Santos-Roldán, L. M., & Fuentes-García, F. J. (2022). Impact of the perceived risk in influencers’ product recommendations on their followers’ purchase attitudes and intention. Technological Forecasting and Social Change, 184, 121997. https://doi.org/10.1016/j.techfore.2022.121997
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117(117), 510–519.
Chaipraditkul, N. (2013). Thailand: beauty and globalized self-identity through cosmetic therapy and skin lightening. Ethics in Science and Environmental Politics, 13(1), 27–37. https://doi.org/10.3354/esep00134
Chang, S. (2014). UCLA Thinking Gender Papers Title In the Eye of the Beholder: Asian American YouTube Beauty Bloggers Publication Date. https://escholarship.org/content/qt11p0p6m9/qt11p0p6m9.pdf
Cheung, C. M. K., Lee, M. K. O., & Thadani, D. R. (2009). The Impact of Positive Electronic Word-of-Mouth on Consumer Online Purchasing Decision. Visioning and Engineering the Knowledge Society. A Web Science Perspective, 501–510. https://doi.org/10.1007/978-3-642-04754-1_51
Cho, Y., Hwang, J., & Lee, D. (2012). Identification of effective opinion leaders in the diffusion of technological innovation: A social network approach. Technological Forecasting and Social Change, 79(1), 97–106. https://doi.org/10.1016/j.techfore.2011.06.003
Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences, 148(1), 40–57. https://doi.org/10.1016/j.sbspro.2014.07.016
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.
Dell, R. B., Holleran, S., & Ramakrishnan, R. (2002). Sample Size Determination. Ilar Journal, 43(4), 207–213. https://doi.org/10.1093/ilar.43.4.207
Ding, W., Henninger, C. E., Blazquez, M., & Boardman, R. (2019). Effects of Beauty Vloggers’ eWOM and Sponsored Advertising on Weibo. Social Commerce, 235–253. https://doi.org/10.1007/978-3-030-03617-1_13
Dubovik, O. (2013). Instagram as instrument of marketing. Majesty of marketing, 39. http://mk.nmu.org.ua/ua/npd/majesty2013/majesty2013.pdf#page=39
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt Brace Jovanovich College Publishers
Edwards, K. (2022, August 11). Korean Vs. Western Makeup: 6 Differences That Will Drastically Change Your Look. Koreaboo. https://www.koreaboo.com/lists/korean-vs-western-makeup-differences-drastically-change-look/
Elwalda, A., & Lu, K. (2016). The impact of online customer reviews (OCRs) on customers’ purchase decisions: An exploration of the main dimensions of OCRs. Journal of Customer Behaviour, 15(2), 123–152. https://doi.org/10.1362/147539216x14594362873695
Fan, Y.-W., & Miao, Y.-F. (2012). EFFECT OF ELECTRONIC WORD-OF-MOUTH ON CONSUMER PURCHASE INTENTION: THE PERSPECTIVE OF GENDER DIFFERENCES. International Journal of Electronic Business Management, 10(3), 175–181. https://www.ttcenter.ir/ArticleFiles/ENARTICLE/3218.pdf
Firdausi, F. 2002. Analisis pengaruh iklan terhadap sikap dan niat konsumen dalam memutuskan untuk membeli suatu produk (Analysis of advertising impact to consumer attitude and intention on purchase decision). Thesis. Diponegoro University.
Fitzsimons, G. J., & Morwitz, V. G. (1996). The Effect of Measuring Intent on Brand-Level Purchase Behavior. Journal of Consumer Research, 23(1), 1. https://doi.org/10.1086/209462
Gurler, D., & Buyukceran, I. (2022). Assessment of the Medical Reliability of Videos on Social Media: Detailed Analysis of the Quality and Usability of Four Social Media Platforms (Facebook, Instagram, Twitter, and YouTube). Healthcare, 10(10), 1836. https://doi.org/10.3390/healthcare10101836
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020b). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
Hanson, G., Haridakis, P. M., Cunningham, A. W., Sharma, R., & Ponder, J. D. (2010). The 2008 Presidential Campaign: Political Cynicism in the Age of Facebook, MySpace, and YouTube. Mass Communication and Society, 13(5), 584–607. https://doi.org/10.1080/15205436.2010.513470
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen (Sebuah Studi Literatur). Eksekutif, 15(1), 133–146. http://repository.ikado.ac.id/61/
Hird, C. (2013). Social Media Marketing: A Best Practices Analysis of Selected Destination Magazines. Recreation, Parks, and Tourism Administration. http://digitalcommons.calpoly.edu/rptasp/54/
Holcomb, Z. (2016). Fundamentals of Descriptive Statistics. Routledge. https://doi.org/10.4324/9781315266510
Hosein, N. Z. (2015) Measuring the Purchase Intention of Visitors to the Auto Show, Journal of Management and Marketing Research, 1-17.
Hsu, C. L., Lin, J. C. C., & Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69–88. https://doi.org/10.1108/10662241311295782
Jalalkamali, M. & Nikbin, D. 2010. The Effects of Motivation on Purchase Decision. Interdisciplinary Journal of Contemporary Research in Business. 2/8. 234-245.
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence & Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Jamil, R. A., & Hassan, S. A. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study. Journal of Management Info, 1(4), 1–8. https://doi.org/10.31580/jmi.v4i1.18
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Johansen, I. B., & Guldvik, C. S. (2017). Influencer marketing and purchase intentions : how does influencer marketing affect purchase intentions? https://brage.bibsys.no/xmlui/handle/11250/2453218
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! the Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/https://doi.org/10.1016/j.bushor.2009.09.003
Kemp, S. (2022, February 15). DIGITAL 2022: THAILAND. https://datareportal.com/reports/digital-2022-thailand#:~:text=Updates%20to%20Google%27s%20advertising%20resources,the%20start%20of%20the%20year.
Khan, M. A. (2007). Consumer Behaviour and Advertising Management. New Age International.
Kim, J. H. (2022). The Comparison and Analysis of Make-up and Hair Style of International and Domestic Beauty Contest. Journal of the Korean Society of Cosmetology, 28(3), 500–508. https://doi.org/10.52660/jksc.2022.28.3.500
Kotler, P., & Keller, K. L. (2008). Marketing Management (13th ed.). Pearson College Div.
Kramer, E. M. (2003). The emerging monoculture : assimilation and the “model minority.” Praeger.
Lisichkova, N., & Othman. (2017). THE IMPACT OF INFLUENCERS ON ONLINE PURCHASE INTENT. http://www.diva-portal.org/smash/get/diva2:1109584/FULLTEXT01.pdf
Morwitz, V. (2014). Consumers’ Purchase Intentions and their Behavior. Foundations and Trends® in Marketing, 7(3), 181–230. https://doi.org/10.1561/1700000036
NapoleonCat. (2022). Social Media users in Thailand - 2022. https://napoleoncat.com/stats/social-media-users-in-thailand/2022/
NationThailand. (2022, October 26). Thai consumers focused more on health and beauty. Nationthailand. https://www.nationthailand.com/thailand/general/40021424
Nielsen Catalina Solutions. (2016). Sales effect study: Influencer marketing. Retrieved from http://pages.tapinfluence.com/hubfs/Nielsen_WhiteWave_Study/1009_- _Nielsen_Study_Case_Study.pdf?submissionGuid=3835e616-2729-4f22-b6fe30e819e8c5bb
Nielsen CMV. (2022, October 27). Thai consumers focused more on health and beauty. NationThailand. https://www.nationthailand.com/thailand/general/40021424
Nielsen WizzAd. (2022, October 27). Thai consumers focused more on health and beauty. NationThailand. https://www.nationthailand.com/thailand/general/40021424
Pittman, M., & Reich, B. (2016). Social media and loneliness: Why an instagram picture may be worth more than a thousand twitter words. Computers in Human Behavior, 62(62), 155–167. https://doi.org/10.1016/j.chb.2016.03.084
Rinwong, S. (2021, July 2). เทรนด์ ‘บิวตี้-เฮลตี้’แรง ดันเครื่องสำอางไทยโตสวนโควิด. Bangkokbiznews. https://www.bangkokbiznews.com/business/946592
Saravanakumar, M., & SuganthaLakshmi, T. (2012). Social Media Marketing. Life Science Journal. https://www.researchgate.net/publication/293285713_Social_Media_Marketing
Scott, S. (2022, February 15). The Most Important Influencer Marketing Statistics for 2022. Meltwater. https://www.meltwater.com/en/blog/influencer-marketing-statistics
Silva, T. H., Melo, P. O. S. V. de, Almeida, J. M., Salles, J., & Loureiro, A. A. F. (2013). A Picture of Instagram is Worth More Than a Thousand Words: Workload Characterization and Application. 2013 IEEE International Conference on Distributed Computing in Sensor Systems. https://doi.org/10.1109/dcoss.2013.59
Sissors, J. Z. (2010). Advertising media planning. Mcgraw-Hill, Cop.
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102–113. https://doi.org/10.1016/j.intmar.2012.01.002
Spears, N., & Singh, S. N. (2004). Measuring Attitude toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (1995). Service recovery: Impact on satisfaction and intentions. Journal of Services Marketing, 9(1), 15–23. https://doi.org/10.1108/08876049510079853
Sudha, M., & Sheena, K. (2017). Impact of Influencers in Consumer Decision Process: the Fashion Industry (pp. 16–18). https://www.scms.edu.in/uploads/journal/articles/article_12.pdf
Tess, P. A. (2013). The role of social media in higher education classes (real and virtual) – A literature review. Computers in Human Behavior, 29(5), A60–A68. https://doi.org/10.1016/j.chb.2012.12.032
Thomas, J., Peters, C., Howell, E., & Robbins, K. (2012). Social Media and Negative Word of Mouth: Strategies for Handing Unexpecting Comments. Atlantic Marketing Journal, 1(2), 7. https://digitalcommons.kennesaw.edu/cgi/viewcontent.cgi?article=1018&context=amj
Thoumrungroje, A. (2014). The Influence of Social Media Intensity and EWOM on Conspicuous Consumption. Procedia - Social and Behavioral Sciences, 148(1), 7–15. https://doi.org/10.1016/j.sbspro.2014.07.009
Vvalentines. (n.d.-a). @vvalentines. Www.instagram.com. Retrieved January 9, 2023, from https://www.instagram.com/vvalentines/?hl=en
Vvalentines. (n.d.-b). vvalentines - YouTube. Www.youtube.com. Retrieved January 9, 2023, from https://www.youtube.com/@vvalentines
Wang, C. (2015). Do people purchase what they viewed from YouTube? The influence of attitude and perceived credibility of user-generated content on purchase intention - ProQuest. Www.proquest.com. https://www.proquest.com/docview/1697862424?pq-origsite=gscholar
Weinberg, T. (2011). The New Community Rules: Marketing on the Social Web. Development and Learning in Organizations: An International Journal, 25(3). https://doi.org/10.1108/dlo.2011.08125cae.002
Yaacob, A., Gan, J. L., & Yusuf, S. (2021). THE ROLE OF ONLINE CONSUMER REVIEW, SOCIAL MEDIA ADVERTISEMENT AND INFLUENCER ENDORSEMENT ON PURCHASE INTENTION OF FASHION APPAREL DURING COVID-19. JOURNAL of CONTENT COMMUNITY and COMMUNICATION, 14(8), 17–33. https://doi.org/10.31620/jccc.12.21/03
Zarrella, D. (2009). The Social Media Marketing Book. In Google Books. “O’Reilly Media, Inc.” http://books.google.com.my/books?id=chd3yfExXMEC&printsec=frontcover&source=gbs_ge_summa
Zhang, H., Liang, X., & Moon, H. (2020). Fashion cewebrity involvement in new product development: Scale development and an empirical study. Journal of Business Research, 120, 321–329. https://doi.org/10.1016/j.jbusres.2020.01.052
Zhu, Y., & Chen, H. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335–345. https://doi.org/10.1016/j.bushor.2015.01.006
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關期刊
 
1. Investigating the Impact of Social Media Influencer on Vietnamese Consumers’ Purchase Intention of Cosmetic Products
2. Determinants of Online Purchase Intention toward AR Feature via Mobile Cosmetic Shopping Application
3. Examining the Role of Source Credibility in Tech Influencer Marketing: A Study of Para-Social Interactions and Purchasing Intentions
4. Influencer characteristic’s factors affecting purchase intention in luxury fashion brand of Millennial and Generation Z in Thailand
5. THE CONSUMER BEHAVIOR OF PET ADOPTION INDUSTRY: AN INTEGRATED FRAMEWORK
6. 探究影響消費者之環保玩具態度和購買意願的關鍵因素
7. 千禧世代對於環保產品的購買因素—以環保標籤為焦點
8. 泰國護理師參與預立醫療照護計畫的意願:使用結構方程式模式於延伸計畫行為理論
9. 學校為本位之簡易漸進式肌肉鬆弛和深呼吸對青少年生心理壓力指標之影響
10. 社群影響和氣候變遷議題影響消費者對碳足跡標籤行為意向之研究
11. COVID-19 疫情期間全球醫療創新反應-台灣遠距醫療的採用與障礙
12. Factors Affecting the Decision in Using the Way of Buy Now, Pay Later (BNPL) to Purchase Products through Online Applications in Thailand
13. Understanding the Determinants of ChatGPT Continuance Usage Intention for Purchase-Related Purposes
14. The Impact of Augmented Reality on product purchase intention in the eyewear industry in Thailand
15. 延伸計劃行為理論以瞭解影響德國和台灣消費者對永續時尚的購買意願的因素