現代的行銷管道已經不同於以往，不會只透過單一的行銷管道與消費者做溝通；相反的，行銷人員較常使用整合行銷溝通的方式，透過全方位的溝通媒介，向消費者傳遞廣告資訊。除了傳統的溝通媒介以外，更誕生了不同的新興媒體，像是Youtube影片行銷、論壇口碑行銷等等。本研究將鎖定在美妝產業，並研究新興媒體之一的Youtube平台，探討消費者觀看美妝Youtube的動機，以及廠商利用Youtube業配影片對於消費者購買意願的影響究竟為何。本研究盼給予未來品牌商找Youtuber合作影片實務上的建議。
本研究使用質化訪談焦點團體的方式，訪談對象篩選標準為平常會觀看美妝Youtuber且擁有上妝習慣的女性消費者，以四人一組的方式，總共進行一場前測，兩場正式測驗，共訪談12位女性，研究結果歸納如下：
1. 觀看美妝Youtube的動機為獲得產品新知識、使用心得和學習化妝技巧。
2. 教學性的內容行銷業配影片較受觀看者喜愛，並可以減少對於業配影片的排斥感。
3. 教學性的業配影片同時有要加強產品的介紹以免模糊焦點。
4. 觀看者很在乎Youtuber是否具有「誠懇」、「親和力」、「相似性」、「聲音真誠」等特質。
根據研究結果，本研究將針對Youtuber和品牌廠商提供實務建議，同時也提供未來研究參考。 / Marketing channels have evolved over the years. Nowadays, marketers can use a number of channels to communicate with and approach their target consumers. While the word of mouth (WOM) has always been the way to promote a product, new ways of Integrated Marketing Communications, such as the use of Social Media including Facebook, Instagram, and YouTube, have widened the reach of marketers and product endorsements. Thus, this thesis focuses on one of the new marketing channels - YouTube Marketing, particularly studying Youtube videos in the Beauty Industry.
The study aims to find out what motivates a consumer to watch videos made by Beauty YouTubers, and whether video sponsorships influence a consumer’s willingness to purchase the merchandise. This study adopts focus group interviews to collect qualitative data. Individuals who have make-up everyday and frequently watch Beauty Youtube Videos were invited to be the respondents. We arranged four people in a group, and there are one pre-test interview and two official interviews, the amount of interviewees are twelve in total.
Results and discussions are summarized as follows:
A. The motivation of watching Beauty YouTubers’ videos are getting new product information, reviews and learning makeup skills.
B. People prefer the sponsored videos with educational contents as it decreases their boredom toward sponsored videos.
C. To avoid blurring the focus, sponsored videos with educational content should enhance the details of product usage and characteristics.
D. Those Beauty YouTubers who are considered persuasive by YouTube Viewers have the following characteristics: Honesty, affinity, similarity, and sincere tones and attitudes.
The study provided pratical advice, notes, and tips for YouTubers, Beauty Brands, as well as further research suggestions on the new channel of social media marketing.
| Identifer | oai:union.ndltd.org:CHENGCHI/G1043630292 |
| Creators | 劉曼綺, Liu, Man Chi |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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