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 Innovative Marketing Pub Date : 2024-07-02 DOI:10.21511/im.20(3).2024.02
Bao Ngoc Le, Viet Tien Vu, Mai Thi Le
{"title":"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","authors":"Bao Ngoc Le, Viet Tien Vu, Mai Thi Le","doi":"10.21511/im.20(3).2024.02","DOIUrl":null,"url":null,"abstract":"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.\nAcknowledgment 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.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.2000,"publicationDate":"2024-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Source credibility of beauty vloggers and consumer purchases of vegan cosmetics: The mediating role of cognitive and affective attitude\",\"authors\":\"Bao Ngoc Le, Viet Tien Vu, Mai Thi Le\",\"doi\":\"10.21511/im.20(3).2024.02\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\\nAcknowledgment 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.\",\"PeriodicalId\":37060,\"journal\":{\"name\":\"Innovative Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.2000,\"publicationDate\":\"2024-07-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Innovative Marketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.21511/im.20(3).2024.02\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Innovative Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.21511/im.20(3).2024.02","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
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。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
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.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
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
期刊最新文献
Delighting customers: Evaluating service quality and customer satisfaction of self-checkout users in sports retail Factors influencing consumer behavior towards intention and the selection of luxury hotels in Malaysia using Theory of Planned Behavior Impact of brand name and pricing on Kazakhstan Gen Z consumer behavior The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory Factors influencing young consumers’ purchasing behavior toward Saudi coffee product: An application of the extended Theory of Planned Behavior model
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1