網紅對影響美妝品牌購買意願之探討

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林欣蓉(Hsin-Jung Lin) 查詢紙本館藏

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企業管理學系在職專班

論文名稱

網紅對影響美妝品牌購買意願之探討
(The effect of Internet Celebrity and Cosmetic Brands on Purchase Intention)

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摘要(中)

網紅商機無限由於網紅樂於分享各式各樣的訊息，所以容易取得對應群眾的信任與注意，對此該族群的決策行為產生極大的影響力，成為網路行銷無可替代的重要推手，因此越來越多美妝產業挪出預算與網紅合作以提高聲量。目前最常見的為業務配合，即所謂的「業配」。美妝品牌免費提供保養、彩妝品，讓網紅深層體驗，再透過Facebook粉絲專頁、instagram、YouTube分享使用心得，使他們的追蹤者因為對於該網紅的喜愛進而注意到品牌端，最後喜愛該品牌。

摘要(英)

The business opportunity of Internet celebrities is unlimited. The Internet celebrities like to share all kinds of information, so it is easy to gain the trust and attention from their target audiences. Therefore, the influencers could cause a huge effect on their followers’ decision-making behavior. As mentioned previously, Internet celebrities have become the extremely important promoters and play the irreplaceable roles of digital marketing.Therefore, there is a growing number of cosmetic brands willing to increase their budgets for enhancing their eWOM (electronic word-of-mouth) by cooperating with the internet celebrities.
At present, to cooperate with internet celebrities is the common business strategy and has adopted by numerous cosmetic brands, which is defined as “advertorial” (advertisement plus editorial). The venders provide the internet celebrities skin-care and makeup products for free but require them to share their experiences on the fan pages, such as Facebook, Instagram and YouTube for promoting the products. In this way, the followers could know about the products from the influencers’ posts, and possibly become the royal customers of the cosmetic brands eventually.

關鍵字(中)

★ 網紅
★ 網紅行銷
★ 美妝品牌
★ 業配

關鍵字(英)

★ Internet celebrity
★ Influencer Marketing
★ Cosmetic Brands
★ advertorial

論文目次

目錄
摘要 III
Abstract IV
誌謝 V
目錄 VI
表目錄 IX
圖目錄 X
第一章緒論 1
1-1 研究動機 1
1-2 研究目的 8
第二章文獻探討 9
2-1 AIDA模型 9
2-2 網路紅人 11
2-3 暈輪效應 (Halo Effect) 13
2-4 錨定效應 (Anchoring Effect) 14
2-5 價值知覺(Perceived Value) 15
第三章研究方法 17
3-1 研究架構 17
3-2 研究對象 19
3-3 研究方法 20
第四章研究結果 21
4-1 受訪者A公司 21
4-2 與AIDA模型之關聯 22
4-2-1 認知 (Attention) 22
4-2-2 興趣 (Interest) 23
4-2-3 慾望 (Desire) 25
4-2-4 行動 (Action) 26
4-3受訪者B公司 28
4-4與AIDA模型之關聯 29
4-4-1 認知 (Attention) 29
4-4-2 興趣 (Interest) 30
4-4-3 慾望 (Desire) 31
4-4-4 行動 (Action) 32
第五章結論與研究限制 35
5-1 結論 35
5-2研究限制 36
第六章參考文獻 39
6-1 中文部分 39
6-2 英文部分 41
6-3 網站部分 44

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指導教授

洪秀婉(Shiu-Wan Hung)

審核日期

2021-7-29

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