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Title: | 美妝YouTuber影音消費價值對於廣告態度之影響 The Effects of the Shopping Values of Videos by Makeup YouTubers on Attitudes towards Advertising |
Authors: | Hsin-Hsuan Wang 王心璇 |
Advisor: | 谷玲玲(Lin-lin Ku) |
Keyword: | YouTuber,美妝,ELM,慎思可能性模式,消費價值,廣告態度, YouTuber,makeup,ELM,Elaboration Likelihood Model,shopping values,advertising attitude, |
Publication Year : | 2019 |
Degree: | 碩士 |
Abstract: | 今日人人都是自媒體的時代,YouTube影音內容開始成為社群媒體的主流型態,YouTuber成為新興的一種自媒體的職業,其中美妝YouTuber擅長用影音做妝容分享、教學、開箱與拍攝業配。這類的影音十分受到女性網路使用者歡迎,而且消費者關注影音內容作為美妝產品的選擇依據。
然,每個美妝YouTuber所表現的頻道風格迥異,吸引到的客群也不盡相同,美妝YouTuber的最終目的都是讓消費者對其所介紹的產品感興趣,對YouTuber頻道產生黏著度。本研究透過這美妝YouTuber影片作為研究主題,以ELM作為理論基礎,使用調查法探討消費者在觀看不同類型的美妝影音後,會產生什麼樣的消費價值,並且達到正向的廣告態度。 本研究發現,無論中央線索或周邊線索的美妝影音,都能有效引起觀看者的消費價值,但是享樂性價值有更好的效果;同時,觀看者產生不同的消費價值皆能引起正向廣告態度。本研究也發現,對於YouTube頻道經營者而言,個人形象佳將是影音廣告最好的效果,而影音若主打愉悅享樂性質的內容,輔以實用資訊,更能有效引起消費者的好感。本研究認為這樣的結果,有利於未來從事YouTube經營與美妝品牌經營者在實務上具備參考價值。 Every one can become some form of self-media nowadays. YouTube has become the mainstream of social media, and YouTuber has become a new self-media career. For instance, makeup YouTubers are good at makeup sharing, makeup teaching, makeup unboxing and sponsored videos filming. This type of video is very popular among female users on the Internet, and consumers pay attention to these video contents as a basis for selecting cosmestic products. However, each makeup YouTuber has different style on their own channels, and the customers they attracted will be different as well. Their ultimate goal is to make consumers interested in the products they introduce and stick to their YouTube channels. Therefore, this study is expected to use Elaboration Likelihood Model as the theoretical basis on makeup YouTubers, with the survey method to explore shopping values on consumers after watching different types of makeup videos, and how they achieve positive advertising attitudes. This study found that whether makeup videos emphasizing central cues or peripheral cues could both effectively cause the viewer's shopping values, and the hedonic value has a better effect; on the other hand, the viewers’ shopping values can lead to positive advertising attitudes. This study also found that the personal image of YouTuber was the best advertising effect, and if the video put emphasis on pleasure and enjoyment content, supplemented by practical information, could effectively cause consumers' preferences. This study believes that the result is conducive to YouTubers and makeup brand management in practical reference in the future. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/74633 |
DOI: | 10.6342/NTU201902578 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 新聞研究所 |
Files in This Item:
File | Size | Format | |
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ntu-108-1.pdf Restricted Access | 5.32 MB | Adobe PDF |
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