The influence of credibility on the attitude and behavioral intention of the beauty readers－Take the beauty YouTuber Hello Catie as an example

• Main Authors: Tsai, Shu-Chen, 蔡淑貞
• Other Authors: Shih, Chia-Mei
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/t36a75

碩士 === 崑山科技大學 === 企業管理研究所 === 107 === The rapid growth of social media has become an indispensable necessity in our lives. As a result, social media has become a global social indicator. The rapid rise of the social platform has changed the way of media is used and the habits of everyone using the Internet. The emergence of YouTube provides a platform for Internet amateurs to show themselves. However, people who create popularity through YouTube are called " Internet Celebrity." The video that is popular among women in YouTube is the beauty YouTuber video, which is the source of female consumers' access to beauty products and can help them make effective purchasing decisions. The subject of the study that is based on the number of subscribers is Helllo Catie. This study applies the rational behavior theory proposed by Fishbein and Ajzen (1975) to explore the influence of the credibility (attraction, professionalism and reliability) of YouTuber Hello Catie on the attitudes of beauty readers. The influence of the attitude of the beauty readers on Hello Catie and the influence of subjective norms on behavioral intentions. The study valided 390 samples, and the regression analysis showed that (1) Hello Catie's credibility (attraction, professionalism and reliability) significantly positively affected the attitude of the beauty readers; (2) the attitude was significant Influencing the behavioral intentions of the beauty readers; (3) Subjective norms will significantly influence the behavioral intentions of the beauty readers; finally, based on the empirical results, putting forward the recommendation and the suggestion of subsequent research.