美容视频博客的来源可信度与消费者购买纯素化妆品:认知态度和情感态度的中介作用

IF 1.2 Q4 BUSINESS
Bao Ngoc Le, Viet Tien Vu, Mai Thi Le
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引用次数: 0

摘要

COVID-19 大流行后,由于环保意识和健康意识的增强,纯素化妆品在消费者中越来越受欢迎。本研究旨在探讨美容视频博客的可信度对消费者购买纯素化妆品意向的影响。研究基于来源可信度和刺激-有机体-反应理论建立了一个综合研究模型。数据是通过问卷调查收集的,调查对象是 382 名年龄不低于 18 岁、曾在 YouTube 上观看过美容视频博主评论纯素化妆品的越南消费者。采用偏最小二乘法结构方程模型对收集到的数据进行分析。结果显示,美容视频博客的专业知识、可信度和外貌吸引力都会对消费者的认知态度和情感态度产生积极影响,从而影响消费者的购买意向。此外,这些因素也对消费者购买纯素化妆品的意向产生了积极影响。因此,认知态度和情感态度部分地调解了美容视频博客的可信度与消费者购买意向之间的关系。鉴于直接效应和间接效应指向相同的方向,这些中介被归类为互补效应。本研究有助于更深入地了解消费者对美容视频博客推荐的纯素化妆品的购买意向。 鸣谢 作者感谢越南河内邮电技术学院(PTIT)和越南国立大学(VNU)国际学院提供的研究协助。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Source credibility of beauty vloggers and consumer purchases of vegan cosmetics: The mediating role of cognitive and affective attitude
Vegan cosmetics have become more popular among consumers due to increased environmental awareness and health consciousness after the COVID-19 pandemic. This study aims to investigate the influence of beauty vloggers’ credibility on consumers’ purchase intention toward vegan cosmetics. An integrated research model was built based on the source credibility and stimulus-organism-response theory. Data were collected from a questionnaire survey with 382 Vietnamese consumers at the minimum age of 18 who had experience watching beauty vloggers reviewing vegan cosmetics on YouTube. Partial least squares structural equation modeling was applied to analyze the collected data. The results show that the beauty vloggers’ expertise, trustworthiness, and physical attractiveness all positively impact cognitive and affective attitudes, influencing consumers’ purchase intention. Furthermore, these factors positively impact consumers’ intention to purchase vegan cosmetics. Therefore, cognitive and affective attitudes partially mediate the relationship between the beauty vloggers’ credibility and consumers’ purchase intentions. Given that the direct and indirect effects point in the same direction, these mediators are classified as complementary. This study contributes to deeper understanding of consumers’ intention to purchase vegan cosmetics recommended by beauty vloggers. Acknowledgment The authors would like to thank the Posts and Telecommunications Institute of Technology (PTIT) and the International School, Vietnam National University (VNU), Hanoi, Vietnam, for providing research assistance.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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