研究目的 - 本研究之目的是探究網絡名人代言對蒙古消費者購買國外美容產品行為的影響。
研究設計/方法/步驟 - 本研究使用量化研究方法來檢驗所提出的假設。根據過去文獻，設計一份線上調查問卷，來收集研究資料。本研究使用便利抽樣，調查500位18至50歲的蒙古社群用戶。
研究限制 - 本研究採用過去研究中的上述變數，並將其構建為一個新的研究模組。由於研究資料是從蒙古網路社群用戶收集得來的，抽樣方法有其限制。本研究的樣本可能無法代表來自其他網絡社群或世界各地的用戶。
研究結果 - 網路名人代言對購買意向、口碑行銷和消費者購買行為有正向影響。此外，購買意願中介了網路名人代言與消費者購買行為之間的關係。相反地，口碑行銷對網路名人代言與消費者購買行為之間的關係沒有中介作用。
原創性/價值–過去少有研究探討蒙古市場中網路名人代言對購買國外美容產品的意向和行為的影響。這項研究將激發未來美容產品界的研究者和從業者的新思維。
實務意義 - 美容產品業的製造商、銷售商、營銷商及專業人士將更了解網路名人代言對消費者購買意向和行為的影響，以改善實務。
Purpose – The purpose of this study was to investigate the impacts of internet celebrity endorsement on Mongolian consumers’ buying behavior towards foreign beauty products.
Design/Methodology/Approach –This study was used a quantitative research methodology to examine the proposed hypotheses. An online survey questionnaire was designed based upon literature review in order to gather the data. This study used a convenient sampling method and surveyed 530 Mongolian social media community users ages 18 to 50.
Research Limitations–This study adopted the above variables from previous studies and constructs them into a new research model. Since the data were collected from Mongolian social network users, the sampling was limited. The sample of the present study may not be able to represent the users from other network communities or countries of the world.
Findings – Internet celebrity endorsement had significant positive influence on purchase intention, Word-of-Mouth, and consumer buying behavior. Moreover, purchase intention mediated the relationship between internet celebrity endorsement and consumer buying behavior. Contrarily to this, Word-of-Mouth had no mediating effect on the relationship between internet celebrity endorsement and consumer buying behavior.
Originality/Value – Few studies explored the impacts of internet celebrity endorsement on consumers’ purchase intention and behavior of foreign beauty products in Mongolian market. This study will provoke new insights of future researchers and practitioners of beauty product industries.
Practical Implications – Manufacturers, sellers, marketers, professionals of beauty product field will have a better understanding of the impacts of internet celebrity endorsement on consumers’ purchasing intention and behavior towards foreign beauty products so as to improve their business practices.
