網際網路越來越發達，人們消費習慣也有了很大的改變，從直接出門購買，到在家看電視進行電視購物，轉變成現今的網路瀏覽購物。尤其，現在是人手一機時代，過去需要用文字照片或圖片的方式再編輯進行分享的部落格，現在也已經變成影片快速分享，視覺上的刺激帶來了許多想像，影片內容也較部落格生動，各類社交媒體更以驚人速度成長，吸引企業主投入資源，擁有高度個人化與可控制內容的特性，讓廠商將行銷重點放在新興媒體上。 YouTuber可能因為外貌或才藝，或因特殊事件或一句話，受到網友追捧，而在網路世界暴紅，YouTuber接替著部落客的行銷概念，推薦形式有所改變，這種形式可以為消費者創造更多價值。因此決定針對YouTuber的體驗行銷進行研究。 本研究以觀看過YouTube的觀眾做為研究對象，採用便利性及滾雪球抽樣，經發放450份問卷，實際收回450份問卷，刪除填答不完整、重複填答或亂填等問卷後，實際有效問卷收得426份。並且利用結構方程模式(SEM)進行驗證，五個假說經驗證後結果顯示：一、 YouTuber之美食體驗行銷對閱聽者信任感有顯著影響二、 YouTuber之美食體驗行銷對閱聽者品牌價值有顯著影響三、 閱聽者對YouTuber之信任感對品牌價值有顯著影響四、 閱聽者對YouTuber之信任感對忠誠度有顯著影響五、 閱聽者對YouTuber之品牌價值對忠誠度有顯著影響。 研究結論可以提供給Youtuber參考，建議以後可以根據目標群眾不同拍攝不同的影片，並利用不同行銷手法維持顧客的忠誠度，另外建議閱聽者可以培養思辨能力，不要盡信YouTuber的分享。除此之外，也建議未來的研究者可以探討品牌價值和品牌忠誠度的雙向關係。 With the progress of internet, consumption habit has been changed. People used to go shopping in brick-and mortar store but now turning into online shopping. Nowadays, everyone has his own smart phone. In past days, we have to be located near the computer and blogs that needed to be edited before sharing .Today, the video can rapid sharing by using only one hand. The visual stimulation has brought many imaginations, and the content of the video is much more vivid than the blog. All kinds of social media are amazingly growing, with highly personalized and controllable content characteristics, attracting investors to invest resources, and focus their marketing on emerging media. YouTuber can be viral in a few weeks just because his appearance, talent, a word or an event. YouTuber take over bloggers and create new way of marketing. Therefore, this study aims to explore the relationship among trust, brand value and loyalty of the Audience by applying experiential marketing of food of YouTuber. The questionnares were mainly focused on the person who has watched the videos of YouTuberr as the sampling investigation participants. The convenience as the sampling methods were adopted, 426 valid questionnaires were returned. Structural Equation Modeling (SEM) was used to test the hypotheses proposed in the study. The findings are stated as follows: 1. Applying Experiential Marketing of YouTuber present prominent influence on trust.2. Applying Experiential Marketing of YouTuber present prominent influence on brand value.3. Trust in YouTuber present prominent influence on brand value.4. Trust in YouTuber present prominent influence on loyalty.5. YouTuber's brand value present prominent influence on loyalty. The study suggest that the investors and YouTuber should consider the target audience before shooting the video. And that the audience should think before purchase after watching video.
