Customer's Motivation To Watch Cosmetic YouTuber's Video And How YouTubers Affect Customer's Purchasing Behavior

• Main Authors: PAI,CHIA-NING, 白嘉寧
• Other Authors: CHENG, KONG-FAH
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/vu8g33

碩士 === 國立中正大學 === 企業管理系行銷管理研究所 === 106 === Due to the development of the internet, there are many social media such as Facebook, Instagram, Line, YouTube, and WeChat. Under this circumstance, the portion of customers who utilize social media has increased a lot. Besides, customers can also get the information from more platforms than before. Therefore, this pattern has already changed the customer behavior nowadays. In this research, the author would utilize the cosmetic industry as an example to explore the motivation of watching YouTubers’ videos and realize how do customers be affected by YouTubers about their purchasing behavior. Also, the author hopes this research could provide suggestions when a company wants to make a successful advertisement with YouTubers. The author would utilize In-Depth interview to collect research data and find 8 samples by Snowball Sampling method in this research. The age range of these eight samples is between 23 to 26. In the end, the research shows that the motivations of watching YouTubers’ videos are: “Realize the information of the product”, “Fulfill the personally buying desire”, “Trust the professional knowledge of YouTubers”, and “Regard YouTube as a searching engine”. Also, the reasons why customers would be affected by YouTubers about their purchasing behavior are: “The way to present the product”, “YouTubers’ honesty and skill of speech”, and “The price of the product”. Moreover, the research also shows that if customers are satisfied with the product affected by YouTubers, they would trust those YouTubers more. After having a good impression of the product, customers would be more willing to share with their friends than share their reflection through the social media.