Exploring the Influence of Video Social Media on the Consumption Value and Purchase Behavior of Cosmetics for Millennial Generation

• Main Authors: WANH, ZIH-YI, 王姿懿
• Other Authors: HUNG, TA-HSIANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/a32mkb

碩士 === 致理科技大學 === 企業管理系服務業經營管理碩士班(含碩士在職專班) === 107 === The Internet is as indispensable as sunlight, air, and water. The application of digital technology has gradually changed people's lifestyles. We can use mobile devices to play games, chase dramas, etc. at odd moments. We can also use social media to watch friends' news feed, send a message to friends, and follow someone who you want to focus on. Millennials are affected by digital technology, not only see the web as a bridge of communication, they also value social media interaction, refer to the user's opinions and word of mouth to decide whether to buy or not. In the era of information explosion, social media and audio-visual platforms flourish, to you will see various types of copy and ads provided attracting consumers’ eyes by the manufacturer on the device platform. What is the value and expectation of consumers for goods? Therefore, this study uses quantitative research methods to understand the consumption value of millennials consumers on cosmetics. Analyzing consumer value which is consumers' emphasis on and purchase behavior after being affected by video social media. Taking an inside look of Millennials consumer real needs as a reference of beauty market management policy for future. The results suggested that the most important consumption value of Millennials is emotional value, second is the epistemic value and social value. The characteristics of the video social media will positively affect the purchase behavior, in which dialogue, sharing, and reputation characteristics have a greater positive impact. Various consumption value will positively affect purchase behavior, especially the emotional value has a greater impact on the Millennials. Consumption value has an intermediary effect on the video social media and purchase behavior.