在過去十年中,社群媒體作爲全球廣泛的傳播工具也已經成爲在行銷方面的關鍵部分之一。 數位化革命和特別是社交媒體一直在改變行銷人員和消費者之間的溝通方式。 正因如此,我們在決定行銷計劃時不能忽視社群媒體的領域。
本研究的主要目的是建議化妝品公司或行銷人員在對促銷產品的進行有影響力的行銷時。特別是,本研究著重於臺灣和韓國之間的文化差異。
這項研究以SPSS版本22.0作爲數據分析的工具。 收集了378份問卷,收集了311個有效樣本和67個無效樣本。 通過對本研究所用數據的迴歸分析,得出的結論如下:

1. 網紅的信賴度對購買意圖影響最大。
2. 網紅的專業性對購買意圖影響最小。
3. 臺灣與韓國是關於研究網紅具有的特徵得到了類似的結果。

For a last decade, social media has become one of crucial parts as extensive communication tool and marketing strategy in the world. Digital evolution and especially social media have been changing how marketers and consumers communicate. That’s why we can’t overlook the area of social media as deciding the marketing planning.
The main purpose of this study is suggesting Influencer Selecting Criteria to cosmetics companies or marketing employees when processing influencer marketing to promotion products. Especially, this study focus on cultural difference of Taiwan and South Korea. 
This research uses SPSS version 22.0 as a tool for data analysis. 378 questionnaires were collected, collected 311 effective samples and 67 ineffective samples. Through the regression analysis of data used in this study, the conclusion is as below:

1. YouTube Beauty Influencer of Reliability has the biggest impact on Purchase Intention.
2. YouTube Beauty Influencer of Expertise hardly has positive impact on Purchase Intention.
3. Taiwan and South Korea have similar results about Influencer’s properties preferred.

Table of Contents

List of Contents ....................................................................................................... I 

List of Tables ............................................................................................................ III  

List of Figures .......................................................................................................... V 

Chapter 1: Introduction ............................................................................................ 1
1.1 Background & Motivation ......................................................................... 1
1.2 Hofstede of Cultural Dimensions Theory.................................................... 4
1.2.1 Power Distance Index (PDI).................................................................... 5
1.2.2 Uncertainty Avoidance Index (UAI)........................................................ 5
1.2.3 Masculinity vs. Femininity (MAS)........................................................... 6
1.2.4 Individualism vs. Collectivism (IDV)........................................................ 6
1.3 Research Goal............................................................................................ 7

Chapter 2: Literature Review………....………….................................................... 8
2.1 Influencer.................................................................................................. 8
2.1.1 Influencer Definition............................................................................... 8
2.1.2 Beauty Influencer.................................................................................. 10
2.2 Influencer Marketing................................................................................ 11
2.3 Evaluation Properties of Influencer............................................................... 12
2.3.1 Reliability....................................................................................... 12
2.3.2 Expertise......................................................................................... 15
2.3.3 Attractiveness........................................................................................ 15
2.4 Purchase Intention.................................................................................... 16
2.5 Beauty Influencer Marketing Strategy in Taiwan and Korea ...................... 17
2.5.1 Beauty Industry of Taiwan and Korea ................................................... 17
2.5.2 Taiwan YouTube Influencer of Channel Management Strategy............... 19
2.5.3 Korea YouTube Influencer of Channel Management Strategy............... 19
2.5.4 Beauty YouTube Influencer in Taiwan and Korea on Channel Management Strategy……………………............................................................................. 20
A. Hello Catie...................................................................................... 20
B. TheKellyYang.................................................................................. 20
C. PONY................................................................................................ 21
D. RISABAE........................................................................................ 22
F. Differences of YouTube Channel Operating Strategy between Taiwan and Korea……….…………………………………………..…….....……….……..23

Chapter 3: Method ....................................................................... 25
3.1 Hypothesis ............................................................................................... 25
3.2 Design and Procedure .............................................................................. 29
3.3 Questionnaire .......................................................................................... 29
3.4 Statistical Analysis.................................................................................... 29
3.5 Measurements ......................................................................................... 30
3.5.1 Independent Variable............................................................................. 30
3.5.2 Dependent Variable............................................................................... 30
3.5.3 Mediation Variable…............................................................................ 31
3.5.4 Other Variables…................................................................................. 31

Chapter 4: Results ....................................................................... 32
4.1 Respondent Demographics ...................................................................... 32
4.2 Descriptive Statistical Analysis ............................................................... 43
4.3 Correlation Analysis ................................................................................... 56
4.4 Effectiveness Analysis................................................................................. 61
4.5 Regression Analysis.................................................................................... 62
4.6 Results of Hypothesis Testing.................................................................... 70

Chapter 5: Conclusion ................................................................... 71
5.1 Discussions & suggestions...................................................................... 71
5.2 Limitations and Future Research ............................................................. 74
References..……………….……………….…………………………….…………76
Appendix 1. Chinese Survey……………….…………………………….……….86
Appendix 2. Korea survey………………….……………………………….…….94

List of tables

Table 1. Statement on Gender ………………….……………………………………32
Table 2. Descriptive Data of Demographics..…………….…..…………….…..……33
Table 3. Educational Attainment …………………………....……...……….………34
Table 4. Occupational Group.………………...…………………..………….………35
Table 5. Marital status……………………..…………………………………....……36
Table 6. Awareness of Influencer ……………………………….…………….……37
Table 7. Interest in YBI …………….……………………………………….………38
Table 8. Viewing Time of YouTube Beauty Channel …………………………………39
Table 9. Purchasing Experience by YBI ………………………..…………….…..……40
Table10. Interest in Beauty & Make-up …….…………...……....…………….………41
Table11. Preferred YouTube channel on Beauty in Taiwan……………..…..………42
Table12. Preferred YouTube channel on Beauty in Korea……………….….....……43
Table13. Descriptive Statistical Tables of Main Variables for Taiwanese Respondents…….……………............................................……………...….………44
Table14. Descriptive Statistical Tables of Main Variables for Korean Respondents..……………….…………………………….……………..…………...………45
Table15. The Reliability of YBI of statistical statements………....…………....……46
Table16. The Expertise of YBI of statistical statements..……………….….…..……47
Table17. The Attractiveness of YBI of statistical statements……….……….………48
Table18. Purchase Intention of statistical statements……………….……….………50
Table19. PDI of the Culture Difference of statistical statements………………...….51
Table20. UAI of the Culture Difference of statistical statements………………..…..52
Table21. MAS of the Culture Difference of statistical statements…………....…..…53
Table22. IDV of the Culture Difference of statistical statements……………….…...55
Table23. Pearson’s Correlation coefficient range………………...………….………56
Table24. Main Variables Reliability Test …………………………………….………57
Table25. Correlation Analysis of the Reliability of YBI and Purchase Intention ……………………………………………………………………….…….58
Table26. Correlation Analysis of the Expertise of YBI and Purchase Intention ………………………………………………………………………….….59
Table27. Correlation Analysis of the Attractiveness of YBI and Purchase Intention …………………………………….……………………………………….60
Table28. KMO value for Three Variables of Taiwan………………...……..……….61
Table29. KMO value for Three Variables of Korea ….…….……..………..……….62
Table30. Results of Regression Analysis on PDI …………………………..……….63
Table31. Results of Regression Analysis on UAI ….......…………………..……….65
Table32. Results of Regression Analysis on MAS ..……....………………..……….67
Table33. Results of Regression Analysis on IDV...…………………….…..……….69
Table34. Results of Hypothesis Testing...…………………….……….…..……….70

List of Figures

Figure1. Influencer's Five Stages ………….….………………………………………8
Figure2. Research Model ………………………………...…..…………….…..……29

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 Beauty Influencer channel
(subscribers/contents/First video upload date) Based on 2020.06.04

 -Taiwan
1. Hello Catie (102M / 415 videos / 2015.07.29)
 URL: https://www.youtube.com/channel/UCxls4ftUSbEcrDR1zQWIwfA/featured
2. 沛莉 PERI (60.1M / 865 videos / 2009.4.4)
 URL: https://www.youtube.com/user/msnpeijie/featured
3. GINA HELLO! (60.7M / 381 videos / 2016.01.02)
 URL: https://www.youtube.com/channel/UCSR9CHNMIg7YoNezbv4bh0A
4. TheKellyYang (60.1M / 186 videos / 2014.09.01)
 URL: https://www.youtube.com/user/TheKellyeva/featured
5. I’m Charlie (49.4M / 370 videos / 2015.10.17)
 URL: https://www.youtube.com/channel/UCyD3eaCai2yyWZEuczgZ-fw

 -Korea
 1.PONY (568M / 156 videos / 2015.06.15)
 URL: https://www.youtube.com/channel/UCT-_4GqC-yLY1xtTHhwY0hA
2. RISABAE (224M / 307 videos / 2015.09.01) 
 URL: https://www.youtube.com/channel/UC9kmlDcqksaOnCkC_qzGacA
3. 회사원A (120M / 390 videos / 2014.10.27)
 URL: https://www.youtube.com/user/calarygirl/featured
4. 조효진HYOJIN (128M / 275 videos / 2016.05.17)
 URL: https://www.youtube.com/channel/UCuZu8NrpBG4WPXRi-hPBl-A/featured
5.라뮤끄LAMUQE (136M / 245 videos / 2014.06.11)
 URL: https://www.youtube.com/user/lamuqe/featured