Analysis of Influencing Factors of YouTubers on Consumers’ Purchase Intention

• Main Authors: Liu, Yi-Xuan, 劉苡瑄
• Other Authors: Hung, Wei-Hsi
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/b6rf77

碩士 === 國立政治大學 === 資訊管理學系 === 107 === In recent years, the Internet celebrity has played an important role in our society. YouTubers spring up like mushrooms. Theynot only have been followed by many young people, but their views and opinions on goods or services in the film also deeply influence people's purchasing intention. Thus, this study is intended to explore the important factors in recommended type of films, the impact of these important factors on purchase intention, and whether gender and self-confidencehave a moderated effect on the influence. This study identifies eight important factors through past literature related to source credibility theory and dual process theory. These important factors including attractiveness, trustworthiness, expertise, homophily, recommendation sign, two-sides reviews, expound quality, and perceived quantity of reviews. These eight factors are summarized into three categories. The first category related to YouTuber, the second category related to the content of the film, and the third category related to the discussion area. In this study, we surveyed people who have the experience in watching films on YouTube at least one time, and collected a total of 553 questionnaires, including 536 valid ones.Data analysis was performed by using statistical software smartPLS 3.0 and SPSS 21st.The study found that some factors in YouTuber’s recommendation have a significant impact on utilitarian value, includingtrustworthiness, recommendation sign and two-sides reviews.The factors that have a significant impact on hedonic value areattractiveness, trustworthiness, trustworthiness, expound quality, and perceived quantity of reviews.The factors that have a significant impact on purchase intention arerecommendation sign and expound quality. In terms of the adjustment effect,gender adjusts the relationship between attractiveness, recommendation sign, expound quality and utilitarian value, and the relationship between expertise and purchase intention. Self-confidence adjusts the relationship between attractiveness, expertise, recommendation sign, two-sides reviews, perceived quantity of reviews and hedonic value, and the relationship between expertise, two-sides reviews and purchase intention. The results provide both academic and industry values for the e-commerce field.