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| Title: | 美妝產品資訊與購買意願之研究：以信號理論觀點
Beauty Products Information and Purchase Intention: A Signaling Theory Perspective |
| Authors: | 李佩鈺
Lee, Pui Yuke |
| Contributors: | 陳建維
Chen, Chien-Wei
李佩鈺
Lee, Pui Yuke |
| Keywords: | 美妝產品
信號理論
用戶生成内容
購買意願
Beauty Products
Signaling Theory
User-generated Content
Purchase Intention |
| Date: | 2023 |
| Issue Date: | 2023-08-02 13:14:36 (UTC+8) |
| Abstract: | 隨著科技的進步與發展，網際網絡與社群媒體的普及讓資訊變得輕易可取。對於美妝產品相關資訊的傳遞，不再經由品牌廠商一方傳遞，消費者也有機會向大眾分享其對美妝產品的想法、使用心得、產品效果等資訊内容，供其他消費者參考。這些經由用戶生成資訊所引起的消費者共鳴，進一步影響了消費者對美妝產品的看法。但是，資訊本身是否存在價值取決於消費者如何處理資訊。
本研究以信號理論（Signaling Theory）的觀點出發，將分享美妝產品資訊的分享者視爲信號傳遞者（Signaler）、消費者視爲信號接收者（Receiver）以及美妝產品資訊視爲信號本身（Signal），探討信號理論中的三大面向對於美妝產品購買意願的影響。
本研究採量化分析, 透過發放缐上問卷蒐集資料，經統計迴歸分析後發現，在信號傳遞者面向中「分享者可信度」、「分享者吸引力」、「分享者行爲與消費者的相似性」，信號接收者面向中「對資訊分享者的信任」，以及信號本身面向中「資訊内容的參考性」對購買意願是有正向顯著的影響。另外，本研究也對信號本身面向中「資訊内容的參考性」進行中介效果檢定分析，發現信號傳遞者與信號接收者對其具有部分中介效果。
With the advancement and development of technology, the prevalence of the internet and social media has made information easily accessible. When it comes to the dissemination of beauty product-related information, it is no longer solely conveyed by brand manufacturers. Nowadays, consumers have the opportunity to share their thoughts, experiences, and product effects with the public, providing valuable information for other consumers. User-generated content has resonated among consumers, further influencing their views on beauty products. However, the value of information itself depends on how consumers process it.
This study adopts the perspective of Signaling Theory to examine the influence of three major aspects of Signaling Theory on the purchase intentions of beauty products: the signaler, the receiver, and the signal.
Using quantitative analysis, this study collected data through online questionnaires and conducted statistical regression analysis. The findings reveal that in the signaler dimension, “Credibility of Signaler”, “Attractiveness of Signaler”, and “Behaviour Similarity between Signaler and Consumer” have a significantly positive impact on purchase intention. In the receiver dimension, “Trust in the Signaler of the Information” has a positive influence on purchase intention. In the signal dimension, the “Referential Nature of The Information Content” also has a positive effect on purchase intention. Furthermore, this study conducted a mediation effect analysis on the “Referential Nature of The Information Content” in the signal dimension and found that both the signaler and receiver have partial mediating effect on purchase intention. |
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
110351048 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110351048 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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