The Influence of Beauty Vlogs on Consumer's Purchase Intention
Vo, Thu Minh (2018)
Vaasan ammattikorkeakoulu
2018
Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121721982
https://urn.fi/URN:NBN:fi:amk-2018121721982
Tiivistelmä
Today, consumers rely more on an information given by other users and make a decision based on what they perceive especially with cosmetic products. As YouTube channel and beauty vloggers have achieved popularity among the internet users, their impact on the consumer buying behavior has become one of the most concerned issues facing both marketers and brands.
The thesis aimed at examining the perceived factors that affect purchase intention of consumers who watch beauty product related content on YouTube. Based on the objective of the study, a female consumer is chosen as the main target audience. The hypothesis was adapted from the study of Yüksel H. (2016), which is focused on the perceived of credibility and usefulness of video blogs as well as the video characteristic.
The thesis was divided into theoretical and empirical research. In the first section, the theoretical research was discussed to give a general understanding idea of beauty vlogs and consumers’ purchase intention. In addition, the adapted hypotheses of this study were also explained. In the second section, the empirical research was conducted by using
a quantitative method and was implicated among the student of Vaasa University of Applied Sciences via email. The data collected was systemized and analyzed to draw up the conclusion.
The results suggested that the consumers’ perception towards video appearance, credibility, and the usefulness of the source motivate the respondents to use beauty created contents on YouTube as an information searching tool and it positively affect the purchase intention. However, the study indicated that despite the impacts of YouTube beauty created contents and beauty influencers, there are still various factors affecting the consumers’ buying intention rather than the given information. Moreover, the results presented the rise of other social media channels, which also have an impact on the beauty consumers today.
The thesis aimed at examining the perceived factors that affect purchase intention of consumers who watch beauty product related content on YouTube. Based on the objective of the study, a female consumer is chosen as the main target audience. The hypothesis was adapted from the study of Yüksel H. (2016), which is focused on the perceived of credibility and usefulness of video blogs as well as the video characteristic.
The thesis was divided into theoretical and empirical research. In the first section, the theoretical research was discussed to give a general understanding idea of beauty vlogs and consumers’ purchase intention. In addition, the adapted hypotheses of this study were also explained. In the second section, the empirical research was conducted by using
a quantitative method and was implicated among the student of Vaasa University of Applied Sciences via email. The data collected was systemized and analyzed to draw up the conclusion.
The results suggested that the consumers’ perception towards video appearance, credibility, and the usefulness of the source motivate the respondents to use beauty created contents on YouTube as an information searching tool and it positively affect the purchase intention. However, the study indicated that despite the impacts of YouTube beauty created contents and beauty influencers, there are still various factors affecting the consumers’ buying intention rather than the given information. Moreover, the results presented the rise of other social media channels, which also have an impact on the beauty consumers today.