| 摘要: | 於普遍高物價低薪資之時代下，民眾大都會做足功課再購買，深怕買到的物品並非自己所要。畢竟買錯比買貴更浪費幾乎為消費者之共識。隨著網路科技的迅速發展及人們閱覽習慣之改變，人們喜歡蒐集的資料型態亦從圖文類型演變為影音類型。而廠商們亦紛紛認知到此種趨勢。近年來，工作型態亦發展出以分享開箱及使用心得的文章或影片之創作職業。因此，本研究目的為欲探討不同性別之創作者開箱文使用於不同價格(即高價與低價)的產品類型(即搜尋品與經驗品)時，其對消費者購買意願之影響。本研究主要以網路問卷方式進行調查，並採用便利抽樣蒐集資料。過去曾使用Youtube影音平台之使用者為受訪對象，總共回收318份問卷，經刪除無效問卷後，共獲得264份有效問卷。接著，本研究利用SPSS20.0進行樣本敘述性統計分析、信度分析、變異數分析及假說檢定。本研究結果發現除商品類型外，Youtuber性別與商品價格對消費者購買意願之影響皆呈現不顯著。最後，根據本研究之結果發現，提出實務建議予欲於Youtube上尋求創作者合作介紹商品之廠商作為決策參考依據。
In an era of generally high prices and low salaries, most people will do their homework before buying, fearing that the items they bought are not what they want. After all, buying wrong is more wasteful than buying expensive is almost a consensus of consumers. With the rapid development of Internet technology and changes in peo-ple's reading habits, the types of data that people like to collect have also evolved from graphic types to audiovisual types. And manufacturers have also recognized this trend. In recent years, work styles have also developed creative careers in sharing articles or videos that unpack and use experience. Therefore, the purpose of this study is to ex-plore the impact of creators of different genders on product types (that is, search products and experience products) of different prices (that is, high prices and low prices) on consumers' purchase intentions. This research mainly uses online ques-tion-naires and uses convenient sampling to collect data. In the past, users who used the Youtube video and audio platform were interviewed. A total of 318 questionnaires were recovered. After deleting the invalid questionnaires, a total of 264 valid ques-tionnaires were obtained. Next, in this study, SPSS 20.0 was used for sample de-scrip-tive statistical analysis, reliability analysis, variance analysis, and hypothesis testing. The results of this study found that except for the type of product, the influ-ence of Youtuber's gender and product price on consumers' purchase intentions was not sig-nificant. Finally, according to the results of this study, it is found that practical sug-gestions are provided to manufacturers who want to seek creators' cooperation on Youtube to introduce products as a reference for decision-making. |
