簡易檢索 / 詳目顯示

研究生: 黃鈺婷
Huang, Yu-Ting
論文名稱: 仿妝行為的體驗,美還能延續下去嗎?
Will Beauty Continue After the Experience of Makeup Tutorial?
指導教授: 沈永正
Shen, Yung-Cheng
許書瑋
Hsu, Shu-Wei
學位類別: 碩士
Master
系所名稱: 全球經營與策略研究所
Graduate Institute of Global Business and Strategy
論文出版年: 2020
畢業學年度: 108
語文別: 中文
論文頁數: 57
中文關鍵詞: 美妝YouTuber自我差異理論仿妝行為外表吸引力程度滿意度理性行為理論真實自我理想自我
英文關鍵詞: Self-Discrepancy Theory, Beauty YouTuber, Experience of Makeup Tutorial, Physical Attractiveness, Satisfaction, Theory of Reasoned Action, Actual-Self, Ideal-Self
DOI URL: http://doi.org/10.6345/NTNU202000263
論文種類: 學術論文
相關次數: 點閱:224下載:31
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報
  • 本研究主要探討「閱聽者的仿妝行為」後,閱聽者和美妝YouTuber仿妝結 果的比較,對美妝YouTuber滿意度的影響,由於單純觀看美妝影片閱聽者並 不能判斷妝容是否符合自己的期望且閱聽者將美妝YouTuber投射成理想自我, 因此閱聽者會主動產生仿妝行為來實際體驗,而仿妝結果會影響外表吸引力, 閱聽者會和美妝YouTuber同步經歷變美或是變醜的歷程,因此仿妝結果的比 較對閱聽者來說是重要的,仿妝結果的比較會影響到閱聽者對美妝YouTuber 的滿意度,並做出相對等的回應(例如:分享此美妝YOUTUBER和取消訂閱等), 以設計問卷發放的方式搜集閱聽者的仿妝行為在開始及結束兩個時間點,閱 聽者對美妝YouTuber與本身外表吸引力程度上的評分及在完成仿妝後閱聽者 對美妝YouTuber的滿意程度評分,將以上數據進行多項式回歸分析 (Polynomial regression model)搭配反應曲面法(Response Surface Analysis) 進行假說檢定,了解閱聽者在仿妝行為後如何影響美妝YouTuber的滿意度, 對美妝YouTuber而言能了解高滿意度需要具備的外表吸引力程度條件,未來 可以朝向影片呈現方式及放入明星比較的方式,更進一步了解影響閱聽者滿意度的全貌。

    This study mainly discusses after experience of makeup tutorial. Compare with the results of audience and beauty YouTuber's experience of makeup tutorial and the influence on beauty YouTuber's satisfaction. Due to the audience can’t judge whether the makeup suit themselves by just watching beauty YouTuber’s videos and also the audience projected YouTuber as their ideal-self , the audience will have makeup tutorial initiatively to have practical experience. Experience of makeup tutorial is the process that Audience and YouTuber will go through the facial change in the same time. Therefore, the comparison of makeup tutorial results is important for audience and also will be affect to the audience satisfaction for beauty YouTuber. The way audience show the satisfaction include sharing YouTuber video to others or cancel the subscription of the beauty YouTuber. The questionnaire was designed to collect of physical attractiveness level and YouTuber satisfaction rating which during the experience of makeup tutorial . Hypothesis were tested and analyze by using Polynomial regression model with Response Surface method . The consequence make us realize that how audience affect YouTuber satisfaction with experience of makeup tutorial. On the other hand, YouTuber can understand the level of physical attractiveness required for high satisfaction. In the future, the research can focus on the way to present makeup video and compare with star to know the whole picture of affect audience satisfaction.

    第一章 緒論 1 第一節 研究動機及目的 1 第二章 文獻探討 3 第一節 當妝後外表吸引力一致時,對滿意度的影響 3 第二節 比較妝後吸引力差異時,妝後吸引力差異對滿意度的影響 8 第三章 研究方法 10 第一節 研究架構 10 第二節 研究設計 10 第三節 分析方法 16 第四章 研究結果 20 第一節 因素分析 20 第二節 敘述統計表及各構面信度 21 第三節 顯著差異樣本數比例 22 第四節 假說檢定 23 第五節 反應曲面法 24 第五章 討論與建議 28 第一節 研究結論 28 第二節 研究貢獻及管理意涵 30 第三節 研究限制與未來建議 31 附件一 問卷 32 附件二 補充分析一 47 附件三 補充分析二 51 參考文獻 55

    陳順宇(2005)。多變量分析(四版)。台北:華泰。

    鍾玉科、戴軒廷、馬 恆、張紹勳 (2004)。公部門組織績效衡量指標之建構──平衡 記分 卡之應用。中華管理評論國際學報,7(1),頁 66-83。

    Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 14(4), 538-555.

    Bizman, A., & Yinon, Y. (2004). Social self-discrepancies from own and other standpoints and collective self-esteem. The Journal of Social Psychology, 144(2), 101- 113.

    DeVellis, R. F. (2016). Scale development: Theory and applications (Vol. 26): Sage publications.

    Dion, K., Berscheid, E., & Walster, E. (1972). What is beautiful is good. Journal of Personality and Social Psychology, 24(3), 285-290.

    Edwards, J. R. (1994). The study of congruence in organizational behavior research: Critique and a proposed alternative. Organizational Behavior and Human Decision Processes, 58(1), 51-100.

    Edwards, J. R. (2002). Alternatives to difference scores: Polynomial regression and response surface methodology. Advances in Measurement and Data Analysis, 350-400.

    Edwards, J. R., & Parry, M. E. (1993). On the use of polynomial regression equations as an alternative to difference scores in organizational research. Academy of Management Journal, 36(6), 1577-1613.

    Fleenor, J. W., McCauley, C. D., & Brutus, S. (1996). Self-other rating agreement and leader effectiveness. The Leadership Quarterly, 7(4), 487-506.

    Graham, J. A., & Jouhar, A. (1981). The effects of cosmetics on person perception. International Journal of Cosmetic Science, 3(5), 199-210.

    Harris, M. M., Anseel, F., & Lievens, F. (2008). Keeping up with the Joneses: A field study of the relationships among upward, lateral, and downward comparisons and pay level satisfaction. Journal of Applied Psychology, 93(3), 665-673.

    Higgins, E. T. (1987). Self-discrepancy: a theory relating self and affect. Psychological Review, 94(3), 319-340.

    Higgins, E. T., Bond, R. N., Klein, R., & Strauman, T. (1986). Self-discrepancies and emotional vulnerability: How magnitude, accessibility, and type of discrepancy influence affect. Journal of Personality and Social Psychology, 51(1), 5-15.

    Kelly, L. Y., & Joel, L. A. (1987). The nursing experience: Trends, challenges, and transitions: Macmillan. The McGraw-Hill companies, Inc.

    Khan, M. L. (2017). Social media engagement: What motivates user participation and consumption on YouTube? Computers in Human Behavior, 66, 236-247.

    Michalos, A. C. (1985). Multiple discrepancies theory (MDT). Social Indicators Research, 16(4), 347-413.

    Petroshius, S. M., & Crocker, K. E. (1989). An empirical analysis of spokesperson characteristics on advertisement and product evaluations. Journal of the Academy of Marketing Science, 17(3), 217-225.

    Rozin, P., & Royzman, E. B. (2001). Negativity bias, negativity dominance, and contagion. Personality and Social Psychology Review, 5(4), 296-320.

    Shanock, L. R., Baran, B. E., Gentry, W. A., Pattison, S. C., & Heggestad, E. D. (2010). Polynomial regression with response surface analysis: A powerful approach for examining moderation and overcoming limitations of difference scores. Journal of Business and Psychology, 25(4), 543-554.

    Shao, G. (2009). Understanding the appeal of user-generated media: A uses and gratification perspective. Internet research, 19(1), 7-25.

    Singh, D. (1993). Adaptive significance of female physical attractiveness: Role of waist- to-hip ratio. Journal of Personality and Social Psychology, 65(2), 293-307.

    Swami, V., Furnham, A., Georgiades, C., & Pang, L. (2007). Evaluating self and partner physical attractiveness. Body Image, 4(1), 97-101.

    Swami, V., & Tovée, M. J. (2005). Female physical attractiveness in Britain and Malaysia: A cross-cultural study. Body Image, 2(2), 115-128.

    Tabashnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics. Boston (5th Edition). Needham Heights, MA: Allyn & Bacon.

    Tovée, M. J., Maisey, D. S., Emery, J. L., & Cornelissen, P. L. (1999). Visual cues to female physical attractiveness. Proceedings of the Royal Society of London. Series B: Biological Sciences, 266(1415), 211-218.

    Walster, E., Aronson, V., Abrahams, D., & Rottman, L. (1966). Importance of physical attractiveness in dating behavior. Journal of Personality and Social Psychology, 4(5), 508-516.

    Wilson, W. R. (1967). Correlates of avowed happiness. Psychological bulletin, 67(4), 294-306.

    下載圖示
    QR CODE