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篇名 沒有醜女人,只有懶女人: 檢視美妝YouTube 網路影音平台之使用與滿足
There Are No Ugly Women, Only Lazy Ones: To Examine Uses and Gratifications of YouTube Beauty Video Platform
作者 江彥節 史惠如 洪逸庭
中文摘要

 本研究探討使用者以不同動機與需求觀看 YouTube 美妝頻道後,對於其購買意願

之影響,並調查滿足感是否對前項關係具有中介效果。研究方法採用網路問卷調查
法,又因本研究為初探性研究,因此以女性作為研究對象,一共回收 1,112 份有效
問卷。研究結果發現,使用者不同的動機與需求,以及對於 YouTuber 之信任,會
因為滿足感的不同,而對其購買意願產生不同程度的影響。本研究希望在電子商務
相關領域有些許貢獻,能給予探討美妝趨勢的後續研究者一些參考與建議。
英文摘要

 This study investigated the effect of users on the purchase intention of YouTube

beauty channel after viewing the YouTube beauty channel with different
motivations and requirements, and investigated whether the satisfaction had
mediating effect on the previous relationship. The research method adopts the
Internet questionnaire survey method. Because this study is a preliminary study,
there are 1,112 valid questionnaires recalled in total with female being the research
object. The results showed that users' different motivations, needs, as well as their
trust on YouTuber, would have different degrees of impact on their willingness to
purchase because of the difference in satisfaction. This study hopes to make some
contributions in the field of e-commerce, giving some references and suggestions
for the following researchers who would like to explore the trend of beauty makeup.
中文關鍵詞 使用與滿足、消費者購買意願、網路影音平台、YouTube 美妝
英文關鍵詞 Uses and Gratifications, Consumer purchase intention, Online video platform, YouTube beauty makeup
發表日期 2018/07/01
授權狀況 已授權
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