臺灣博碩士論文加值系統

社群媒體與個人部落格的快速發展正強烈地影響著人們的生活，包括越南在內。在越南的護膚與美容業，社群媒體的美容部落客對越南消費者有著很大的影響，特別是對年輕族群顧客，美容部落客已然成為新興的護膚與美容產品的廣告管道。因此，了解哪些重要因素將會影響顧客對美容部落客的網路口碑與信任，進而影響其購買意願，是值得研究的議題。本研究以社會認知理論為基礎建立研究模式，探討美容部落客的吸引力、名聲、經驗等三個因素如何影響網路口碑、信任、以及顧客購買意願。本研究採用量化調查研究法，研究對象為具有觀看過美容部落客貼文經驗之消費者，共計蒐集232份有效問卷，並以IBM SPSS 22與SmartPLS 3.0等統計軟體分析研究資料與檢定研究假設。研究結果顯示，美容部落客的吸引力、名聲、以及經驗是影響網路口碑與顧客信任的重要因素，並進而顯著地影響顧客購買意願。

The rapid development of social media as well as personal blog sites is strongly impacting the lives of people all over the world, including Vietnam. In the skincare and beauty industry, beauty bloggers have a great influence on Vietnamese consumers, especially young people. Therefore, there is a need for research on what factors impact on electronic word-of-mouth (EWOM) and customer trust, thereby impacting on the purchase intention through channels of beauty bloggers. This study proposed a research model that links the concepts of attractiveness, reputation, experience, EWOM, trust, and purchase intention from the social cognitive theory (SCT) perspective. Research data were collected from 232 respondents who have knowledge of social media and especially knowledge of skincare - beauty as well as the experience of reading or watching to posts of beauty bloggers. Data analysis was conducted with IBM SPSS 22 and SmartPLS 3.0. The results show that the attractiveness, reputation, and experience factors of beauty bloggers have not only directly positive impacts on EWOM environment and customer trust, but also indirect positive impact on Vietnamese consumer purchase intention.

摘要.......................................................i
Abstract..................................................ii
Acknowledgements.........................................iii
Table of contents.........................................iv
List of tables............................................vi
List of figures .........................................vii
Symbols.................................................viii
Chapter 1 Introduction.....................................1
1.1 Background.............................................1
1.2 Research motivation....................................3
1.3 Research question......................................4
1.4 Research purpose.......................................6
1.5 The structure of study.................................6
Chapter 2 Literature Review................................7
2.1 Social media...........................................7
2.2 Beauty bloggers as social influencers..................8
2.2.1 EWOM and Interpersonal influence online..............8
2.2.2 Blog and beauty blogger..............................9
2.3 Social cognitive theory (SCT).........................10
2.4 Parasocial interaction (PSI)..........................13
2.5 Source credibility (SC)...............................14
2.6 Trust.................................................16
2.7 Summary of literature review..........................16
Chapter 3 Research Methodology............................18
3.1 Research framework....................................18
3.2 Research hypotheses...................................18
3.3 Research method.......................................21
3.4 Data analysis.........................................25
3.4.1 Research reliability and validity...................25
3.4.2 Statistical analysis................................26
3.5 Summary of Research methodology.......................28
Chapter 4 Results.........................................29
4.1 Respondents’ demographics.............................29
4.2 Factor analysis.......................................31
4.3 Reliability analysis..................................32
4.4 Hypotheses testing....................................35
Chapter 5 Conclusion......................................39
5.1 Discussion............................................39
5.2 Conclusions...........................................41
5.3 Limitations future research...........................43
References................................................44
APPENDIX 1 - English Questionnaire........................49
APPENDIX 2 - Vietnamese Questionnaire.....................54
Extended Abstract.........................................58

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