YouTuber代言對購買意願影響之探究－以交易成本為中介變數

Exploring the Influence of YouTuber Endorsement on Purchase Intention

10.6285/MIC.202008/SP_02_9.0006

鮑慧文(Huei-Wen Pao)；宋亭儀(Ting-Yi Sung)；劉子熒(Tzu-Ying Liu)

YouTuber代言 ； 交易成本 ； YouTuber Endorsement ； Transaction Cost

管理資訊計算

9卷特刊2（2020 / 08 / 01）

52 - 65

繁體中文

近幾年來YouTuber因為有眾多的追隨者（Follower）有一定的影響力，因此廠商會與知名的YouTuber合作為其商品代言，作為社群媒體行銷的方式之一。YouTuber在他們自己的社群平台或部落格為品牌傳遞價值、信念與推銷產品，透過自己特色與風格所創作的文案、照片、影片等方式，以生活化與真實感貼近消費者，對其追隨者與觀看者產生購買慾望的影響力，是一股新興且有效的商品代言。YouTuber所帶來的經濟效益如此龐大，然而學術上對於YouTuber代言的研究論文相對缺乏，到底這些YouTuber是如何產生如此巨大的代言效果，追隨者只是一昧盲從，或是有更深層的購買決策影響意涵，值得關注。本研究以YouTuber之產品代言效益出發，並以交易成本理論觀點測試，探究YouTuber之產品代言，是否是透過降低交易成本疑慮的中介效果，進而刺激消費者之購買意願，對於網路世代的消費者購買決策行為之了解，不論是實務上或是學術上都值得探究。

The purpose of this study is to examine the influence of social marketing on customer purchase intention for YouTuber product endorsement. The results show that YouTuber endorsement has positive effect on customer purchase intention. The study further explore the mediating role of transaction cost from the perspective of transaction cost theory. Based on the results, this study provides some suggestions for marketing strategies and management implications.

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