| 標題 Title |
關係承諾促進視頻博主營銷與澳門年輕消費者購買意願的研究 Relationship Commitment Enhances Vlogger Marketing and Macao’s Young Consumers’ Purchase Intention |
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| 作者 Author |
劉丁己，陳洋洋，劉咏丹 LIU Tingchi, CHEN Yangyang, LIU Yongdan |
| 摘要 Abstract |
本研究基於拓展“承諾─信任”理論，驗證該理論在網絡社交媒體背景下，通過何種機制影響澳門年輕消費者的購買意願。研究將重點放在關係承諾因素，通過線上問卷共收集259份有效的澳門學生樣本，以美妝博客為調研主體，用多元迴歸分析驗證假設與模型。結果表明“承 諾─信任”理論可應用在社交媒體背景下，並能合理地預測消費購買意願。其中，感知關係投入、博主專業度、博主外表吸引力、博主社會吸引力以及自我表露共五個因素顯著地正向影響消 費者的購買意願；同時證實了關係承諾在模型中發揮的中介效應。研究具有學術意義，豐富了現有文獻，也提出美妝產品商家如何針對本澳年輕消費者在網絡社交媒體時代下，有效促進銷售的實務管理建議。
This study extends the commitment-trust theory to investigate the underlying mechanism influencing Macao young consumers’ purchase intention in the social media context. The study employs an online survey and collects 259 valid student samples in Macao about their response to beauty product vlogger(s). After conducting multiple regression analysis, the results show that extended commitment-trust theory is applicable in predicting purchase intention. Perceived relationship commitment, (vlogger’s) expertise, (vlogger’s) physical attractiveness, (vlogger’s) social attractiveness and self-disclosure positively influence consumers’ purchase intention significantly. Relationship commitment proves to be a mediator among the variables. This study expands the theory by verifying the relationship among variables, enriching existing literature, and giving managerial implications and suggestions to beauty product brands and manufacturers. |
| 關鍵詞 Keywords |
網絡，社交媒體，關係營銷，視頻博主，購買意願，澳門，年輕消費者 Internet, social media, relationship marketing, vlogger, purchase intention, Macao, young consumers |
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