臺灣博碩士論文加值系統

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

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