| Summary: | 碩士 === 國立政治大學 === 廣告研究所 === 98 === According to a Ministry of Economic Affair’s study, cosmetic industry in Taiwan is continuously growing under the global economic recession in recent years. The makeup product market is greater than NT 720 billion a year in Taiwan, in which the proportion of the skin care product market in cosmetic industry remains 40%., which may show the potential of this industry. Therefore, it is important for marketers to understand the behavior of consumers in this industry, especially women’s, accounting for most of the share.
Women between 20 and 29 will consider other users’ evaluation of products when they have to make decisions on purchasing cosmetic products. Therefore, it is natural to infer that cosmetic blogs and bloggers will become “opinion leaders” in cosmetic areas, and they may exert their influence on consumers’ consumption. If we know why and how users trust in cosmetic blogs and bloggers, we may help the cosmetics marketing in blogosphere. .
Factors affecting blog credibility were divided into five dimensions: (1) time, (2) motivation: information exchange, personal relationship and social recreation, (3) blog feature: quick update, independent control, interactive, multimedia and fragmentation, (4) self-disclosure, (5) business intention disclosure. We found that “information exchange”, “personal relationship”, “multimedia”, “fragmentation” and “self-disclosure” have positive effects on credibility. On the contrary, content of blog feature—“detailed content” and “disclosure of intention to sell” have negative effects.
Consequently, this study suggests that from a multimedia perspective, bloggers should improve quality of posts, and upgrade blogger’s professional images. Furthermore, using self-disclosure strategies may improve relationships between bloggers and visitors. Last but not least, detailed content easily brings negative impression, and intentions to sell in blogs were not only monitored by government but viewed as defect of credibility by visitors.
|
|---|
