YouTuber業配影片對消費者購買意圖之影響

Abstract

近年來業配文章與影片的頻繁出現，使消費者開始懷疑其可信度，進而影響業配的有效性。因此，探討 YouTuber 業配影片透過哪些重要因素影響消費者購買意願，將有助於企業更精準的選擇業配合作對象，進而有效提高商品轉換率。過去針對業配行銷的探討主要集中在文字形態的社群貼文對於購買意圖之影響，也鮮少有學者解釋，為何消費者在已知接受訊息內容可能是業配的情況下，仍能夠被該內容說服，從而增強購買意圖。因此，本研究希望透過質性訪談，了解消費者對於 YouTube 業配影片、YouTuber 本身與影片內容的態度與看法，並藉此歸納出業配影片影響消費者購買意願的關鍵因素。 本研究發現，消費者在觀看 YouTuber 業配影片時，會同時受到中央途徑（資訊豐富度）以及周邊途徑（情感訊號）的影響，並依此判斷影片的資訊價值，並且藉由這些資訊來其合理化購買意圖。此外，除了資訊豐富度與情感訊號（分享導向、誠懇），業配性質與長期追蹤 YouTuber 所引發的熟悉度也會分別對購買意圖產生負向與正向效果。

Since sponsored posts and videos spring up on the Internet, the audience begins to have a doubt about the trustworthiness of them, and such situation has impact on the effectiveness of sponsored posts and videos. Thus, discussing the key factors of which a sponsored video effects purchase intention can help enterprises to sponsor the right YouTuber and improve the conversion rate of their promoting products. However, few research is about how sponsored videos improve purchase intention instead of focusing on why sponsored posts have positive effect on consumers’ purchase intention. Also, there is few literature about the reasons that sponsored videos can reinforce consumers purchase intention even if consumers have known they are watching a sponsored video. Through the interview with audiences of sponsored YouTube videos, this research tries to understand consumers’ attitude toward sponsored YouTube video and YouTubers to find out the key factors effect purchase intention. Results suggest that informative richness, which acts as central cues, and the emotional signals, which act as peripheral cues, can help consumers to figure out the information value of sponsored videos and justify their purchasing decisions. Besides, consumers decrease their purchase intention as they perceive more monetary-gain attribute while they increase purchase intention as they have intimate parasocial relationship with YouTubers.