淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


系統識別號 U0002-2906202016025900
中文論文名稱 台灣與韓國網路彩妝頻道經營者對使用者購買意願之研究
英文論文名稱 A Study of Consumers’ Purchase Intention on YouTube Beauty Influencer of Taiwan and South Korea
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 108
學期 2
出版年 109
研究生中文姓名 韓智熙
研究生英文姓名 Zhi-Xi Han
學號 607555041
學位類別 碩士
語文別 英文
口試日期 2020-06-10
論文頁數 102頁
口試委員 指導教授-何怡芳
委員-田正利
委員-林美榕
中文關鍵字 網紅行銷  彩妝網紅  彩妝頻道經營者  購買意圖  文化差異 
英文關鍵字 Influencer Marketing  Beauty Influencer  Beauty YouTuber  Purchase Intention  Cultural Difference 
學科別分類
中文摘要 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。
英文摘要 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.
論文目次 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
參考文獻 References

1. English literature
Barabási, A. L., & Albert, R. (1999). Emergence of scaling in random
networks. Science, 286(5439), 509-512.

Che, J. W., Cheung, C. M., & Thadani, D. R. (2017). Consumer purchase decision in Instagram stores: The role of consumer trust. In Proceedings of the 50th Hawaii International Conference on System Sciences.

Chiang, Y. H. & Jane, W. H. (2015). A CROSS-CATEGORY ANALYSIS OF THE NETWORK EFFECTS ON WEBSITE USAGE. International Journal of Electronic Commerce Studies : Vol.6, No.2, pp.331-342, 2015.

Khoi, N. H., & Le, A. N. H. (2018). The Impact of Social Media on Consumer Behavior: The Case of Consumer-Generated Content on YouTube. International Journal of Information and Management Sciences ; 29(3), P323 – 344.

LINDA M. ORR & WILLIAM J. HAUSER. (2008). A RE-INQUIRY OF HOFSTEDE’S CULTURAL DIMENSIONS : A CALL FOR 21st CENTURY CROSS-CULTURAL RESEARCH - The Marketing Management Journal, 18(2), Pages 1-19.

Mohammad, F. A. Z. (2018). Social media marketing, functional branding strategy and intentional branding. Problems and Perspectives in Management, 16(3), 102-116.

Mauroner, O., & Fauck, D. (2014). Social Media in Science MarketingFramework, Instruments, and Strategies. Cases from German Research Institutes. Journal of Business and Management 02(03):250-259.
Mukaka, M. M. (2012). A guide to appropriate use of Correlation coefficient in medical research. Malawi Medical Journal; 24(3): 69-71.

Tsai, P. J., Wu, Y. F., & Chuang, Y. H. (2016).
EFFECT OF INTERNET INTERACTIVITY ON E-WORD-OF-MOUTH: COMPARISON OF FACEBOOK AND YOUTUBE. Commerce & Management Quarterly, Vol.17, No.1, pp.81~111.

VIK, N. M. C. (2019). The Effect of 20s Korean Female Consumers’ Self Concept Clarity on Social Media Marketing of Beauty Products.

Christophe, V. D. B., & Yogesh V, J. (2007). New product diffusion with influentials and imitators. Marketing Science, 26(3), 400-421.

Tsai, C. C. (2009). The Impact of Physical Attractiveness and Expertise of Models and Message Sidedness on Advertisement Effectiveness: Evidence on the English Language School: 12(1), P1 – 25.

Fishbein, M. A. & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction Theory and Research, Addison-Wesley, Cambridge, MA.

Geraci, J.C., & Nagy, J. (2004). “Millennials- The new mediageneration”, Young Consumers, Vol 5, No. 2, pp.17-24

Hovland, C. I., Irving K. J., & Harold H, K. (1953). Communication and Persuasion, New Haven, CT: Yale University Press.

James C. M., &Thomas A, M. (1974). The measurement of interpersonal attraction. Speech Monographs, 41(3), 261-266.
Yang, C. & Trappey, C. V. (2012). Using Trust and Willingness to Influence the Spread of Electronic Word-of-Mouth. Chiao Da Management Review 32(2), pp.105~134.

Bailis, R. (2020). The State of Influencer Marketing: 10 Influencer Marketing Statistics to Inform Where You Invest.
URL: https://www.bigcommerce.com/blog/influencer-marketing-statistics/
Clement, J. (2019). Annual Beauty-Related Content Views on YouTube from 2009 to 2018.
URL: https://www.statista.com/statistics/294655/youtube-monthly-beauty-content-views/
Clement, J. (2020). Most Popular YouTube Beauty and Style Channels as of March 2020, Ranked by Number of Subscribers.
URL: https://www.statista.com/statistics/627448/most-popular-youtube-beauty-channels-ranked-by-subscribers/

Iqbal, M. (2020). YouTube Revenue and Usage Statistics.
URL: https://www.businessofapps.com/data/youtube-statistics/

McCarthy, D. (2014). Millennials Trust & Attention Survey. LinkedIn SlideShare.
URL: https://www.slideshare.net/danielrmccarthy/tmg-millennial-survey-2014-results

Nielsen. (2013). MEDIA UNDER THE INFLUENCE: CONSUMER TRUST IN ADVERTISING.
URL: https://www.nielsen.com/us/en/insights/article/2013/under-the-influence-consumer-trust-in-advertising/
2. Korea literature
Seol, H. J. (2018). A study on the influence of communication effects from the exposure of YouTube influencer and online PPL.

Choi, S. W. (2015). 홉스테드(G. Hofstede)의 문화적 차원에 대한 검증. 한국정부학회 학술발표논문집, 710-728.
Cho, S. H., & Cho, S. H. (2013). The Study on the Communication Pattern of Influential Opinion Leaders for Effective Viral Marketing at Facebook. Journal of Digital Convergence, 11(5), 201-209.
Chae, H. S. (2018). A Study of Influencer Marketing Strategy in Cosmetics Industry.Department of Business Administration, The Graduate school of konyang University.
Chung, Y. K. (2018). Why Do Female College Students Watch Beauty Youtubers and What Do They Experience? .The Research Institute of Social Science 2018, 25(3), P7-28
Choi, J. Y., & Cheong, Yun Jae. (2017). The Study on the Strategies of Beauty Influencer Marketing : Mass Media vs. Social Media. THE KOREAN JOURNAL OF ADVERTISING, 28(4), 47-72.

Chuang, H. L. (2020). A Study on the Effect of Influencer-centered Path Information on Brand Transition Behavior and Economic Benefits in Taiwan Internet Shopping Mall Environment. 82 p. Department of e-Business Graduate School Kyonggi University.
Jun, J. W., & Kim, J. R. (2016). Measuring Attractiveness of Celebrities. Ewha Journal of Social Sciences, 32(2), p73-112.

Kim, W. B. (2018). The Effects of SNS Fashion Influencer’s Authenticity and Fanship.

Kim, Y. S. (2018). The Impact of Beauty Influencer Information on Cosmetic Brand Switching and Continual Usage.

Kim, R. (2017). Effect of the influencer’s fashion product evaluation contents on purchase intentions: Focusing on the moderating effects of evaluation trust and involvement.

Kim, I. H. (2019). The Effect of Digital Fashion Influencer Content Usage Motive on Brand Attitude, Purchase Intention, and Sharing Intention

Kim, G. Y., & Kim, S. M. (2014). Trends of User Behavior of Smart Media. Electronics and Telecommunications Research Institute. 29(2), P42-48.

KUO, T. H. (2019). The Effects of the Product Type and Country Differences between Korea and Taiwan on Product Placement in Korean Web-Dramas : The Role of Brand-Self Congruity.

Luo, X. C., & Han, K. H., & Moon, Jang Ho. (2014). A Cross-National Analysis of Consumer Responses to SNS Advertising Focusing on the Comparisons between South Korean and Chinese College Students. (102), 273-297.

Liu, F. C. (2014). TV home shopping Consumers’ Purchase Intention Influenced by promotion type for the home appliance Products Sold on TV Shopping Channel: A Comparative Study between Taiwan and Korea.
Lee, B. H. (2018). Analysis of the Effect on Purchase Behavior by Social Responsibility Activities, Relationship Quality, Price of Cosmetics Company : by moderating effect of service quality.

Lee, J. H. & Kim, J. D. (2016). Influence of Internet Blog Cosmetics Reveiws on Consumer Purchase Behavior. 6(1), p7-19.

Ohanian, R. (1991). The impact of celebrity spokespersons “perceived
Image on consumers” intention to purchase.Journal of Advertising Research, 31(1): 46-54.

Oh, J. Y., & Sung, Y. H. (2019). A Study on the Influence of Reliability and Attraction, Aattributes of Influence on the Continuing Relationship: Focusing on Z/Y Generation.

Park, S. H. (2012). Developing a Scale for Measuring of Authenticity of Brand. Department of Communication & Information Graduate School. Hankuk University of Foreign Studies.

Qiu, J. Y. (2019). A Study on How the Creator and Content Characteristics of Beauty. One-person Media Influence on Purchasing Intent and Behavior: With Setting as a Moderator Variable.

Ryu, D. Y. (2011). The effect of reputation of magazine influences on advertisement's reliability and purchase intention. SungKyunKwan University : Department of Communication at the Graduate School of Journalism and Information.

Seok, B. R., & Kim, H. B. (2019). Effects of Motivation to use YouTube Beauty Channels as One-Person Media on Channel Evaluation, Product Attitude, and Purchasing Intention. 21(4), 168-198.

Son, D. J., & Kim, H. K. (2017). A Study on the Government PR Using Social Media : Focused on the Differences in Perception between Government PR Practitioners and SNS Professionals. Journal of Practical Research in Advertising and Public Relations, 10(2), 64-95.

Son, D. J. (2018). A Study on Reliability Factors of Commercial Content by Digital Influencer. Focused on Branded Content by YouTube Creator. Ph.D candidate of Digital Contents
Graduate School of Kyung Hee University.

Shin, K. A., & Han, Miejeong. (2019). Exploratory Survey on Factors Involved in Endorsement Potentials of YouTube Influencers. Characteristics of Influencers, Characteristics of Video Contents, and Para-Social Interactions. Journal of Public Relations, Vol.23, No.5, pp.35∼71.
Yu, H. J., & Kim, H. (2020). The Effect of Influencer Factors in Personal Media Contents on Purchase Intention. Jour. of KoCon.a. 20(1), pp. 45-59.

Wu, X. C. (2016). A Study on Chinese Consumer’s Purchasing Behavior and Recommending Behavior for Korean Cosmetics.

Zhu, L. (2017). The Effect of Beauty Youtuber's Marketing Communication Characteristics on Product Purchase Intention: Credibility and Brand Attitude as Mediators. Department of Media and Communication. The Graduate School of Hanyang University.
Yang, C. C. (2018). The Effect of Nationality of Advertising Model, Korean SPA Fashion Brand Awareness and Korean Wave Involvement on Consumer Attitude. Focusing on Taiwanese Consumers. Dept. of Fashion Design Major in Fashion Marketing Sungkyunkwan University.

Wei, X. X. (2018). Study on Perceived Value, Reference Group and Purchase Intention for Chinese SNS Influencer : Focused on 20, 30s Consumers in China.

KOTRA. (2017). “소셜 인플루언서를 활용한 미국시장 진출 전략”.Global Marketing Report.
URL:https://news.kotra.or.kr/user/reports/kotranews/20/usrReportsView.do?reportsIdx=8155
KOTRA. (2017). “2018 대만 진출전략 : KOTRA & KOTRA 해외시장뉴스”
URL:http://m.news.kotra.or.kr/user/globalBbs/kotranews/788/globalBbsDataView.do?setIdx=252&dataIdx=163577&searchNationCd=101085

KOTRA. (2019). “2019 대만 진출전략 : KOTRA & KOTRA 해외시장뉴스” : KOTRA Report 19-022.
URL:http://news.kotra.or.kr/user/globalBbs/kotranews/788/globalBbsDataView.do?setIdx=252&dataIdx=172289&searchNationCd=101085
Korea Customs Service (2020). Korea Cosmetics Industry Research Institute 2020 Korea Cosmetics Industry Import and Export Data.
URL: http://www.kcii.re.kr/trade/total
Sohn, Seong Min. (2020). Korea Cosmetics Industry Research Institute.
URL:http://www.investkorea.org/kr/published/industry.do?mode=view&articleNo=485706&article.offset=0&articleLimit=10
3. Chinese literature
Tsai, Y. C., Zheng, F. X., Lin, Y. T., Chen, C. Y., & Wei, Y. C. (2019). 探討臺灣化妝品產業建構國際品牌之關鍵決策因子. Exploring the determinants for the construction of international brands in Taiwanese cosmetic industry.

Lim, D. Y. (2018). A Study of Taiwanese Female Consumers’ Perception towards Brand Image and Repurchase Intention
– A Case Study of Korean Beauty Products.


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
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2023-06-29公開。
  • 同意授權瀏覽/列印電子全文服務,於2023-06-29起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2486 或 來信