臺灣博碩士論文加值系統

網際網路資訊革新，加速全球化的速度，伴隨的是西方流行消費文化也快速刺激消費者行為的改變，使得化妝品不再只是女性專用。商家炒作催化「型男」意識，拉開了男性化妝品市場商機大餅的爭奪戰序幕。
過往對品牌偏好之相關研究未曾將品牌偏好區分為對外國品牌的偏好、對高知名度品牌的偏好、以及對新品牌的偏好等三種類型，本研究以這三種品牌偏好為依變數，探討消費者在購買男性化妝品時產品相關因素、溝通相關因素、購買目的因素、及消費者個性特質因素對它們的影響。
本研究結果顯示：(1)品牌名稱敏感度、包裝敏感度、原產國敏感度、口碑敏感度及尋求變化程度與偏好外國品牌有顯著正向關聯；實用性則沒有顯著關聯。(2)品質敏感度、品牌名稱敏感度、包裝敏感度、原產國敏感度、媒體廣告敏感度、口碑敏感度及尋求變化程度與偏好高知名度品牌有顯著正向關聯；價格敏感度則沒有顯著關聯。(3)包裝敏感度、媒體廣告敏感度、店頭廣告敏感度、口碑敏感度、愉悅程度及尋求變化程度與偏好新品牌有顯著正向關聯；實用性則沒有顯著關聯。
本研究的結果能提供品牌偏好的學術研究一個新的探討方式，而在實務上能協助男性化妝品業者有效掌握消費者的品牌偏好影響因素，進而提高消費者的購買意願及企業的品牌價值與獲利。本研究最後討論管理意涵及研究限制，並提供若干未來研究方向。

Internet information innovation accelerates the pace of globalization, accompanied by a Western pop and consumer culture to quickly stimulate changes in consumer behavior, which makes men’s cosmetics no longer just for women only. Merchants’ speculation speeds up awareness of the “metrosexual”, and opens the prelude of the battle of the men’s cosmetics business opportunity.
Research on brand preference in the past has not distinguished preference for foreign brand, high-profile brand, and new brand. This study takes these three kinds of brand preference as dependent variables to explore the impact of consumer product- related factors, communication factors, shopping purpose factors, and consumer personality traits factors on these dependent variables in the purchase of men’s cosmetics.
The results of this study show that: (1) Brand name sensitivity, packaging sensitivity, country of origin sensitivity, word-of-mouth sensitivity, and variety seeking all have a significant positive correlation with preference for foreign brands,but practicality is not significantly correlated. (2) Quality sensitivity, brand name sensitivity, packaging sensitivity, country of origin sensitivity, media advertising sensitivity, word-of-mouth sensitivity, and variety seeking are all positively correlated with preference for high-profile brands, but price sensitivity is not significantly correlated. (3) Packaging sensitivity, media advertising sensitivity, POP advertising sensitivity, word-of-mouth sensitivity, hedonic level, and variety seeking are all positively linked with preferences for new brands, whereas practicality is not significantly correlated.
The results of the study can provide brand preference research with a new paradigm, and can assist the men’s cosmetics industry in effectively leveraging factors that influence consumers’ brand preference, thereby increasing consumers'' willingness to buy as well as the brand value and profitability of the enterprise. The study concludes with a discussion of the managerial implications and limitations of the study, and provides a number of directions for future research.

中文摘要 Ⅰ
英文摘要 Ⅱ
誌謝 Ⅳ
目錄 Ⅴ
表目錄 Ⅳ
圖目錄 Ⅶ
第壹章 緒論. 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 4
第三節 研究重要性 5
第貳章 文獻探討 6
第一節 品牌偏好 6
第二節 產品相關因素 14
第三節 溝通相關因素 .24
第四節 購買目的 31
第五節 個性特質 34
第參章 研究方法 40
第一節 研究架構 40
第二節 研究假設 41
第三節 變數問項與衡量方式 43
第四節 問卷設計與前測執行 47
第五節 正式問卷之形成與實測之進行 49
第肆章 資料分析與討論 52
第一節 樣本描述 52
第二節 信度與效度分析 61
第三節 假設檢定 62
第四節 影響品牌偏好因素之相對重要性分析 72
第伍章 結論與建議 76
第一節 研究發現與討論 76
第二節 研究建議 85
第三節 研究限制與未來研究方向 88
參考文獻 89
附錄一 問項來源 104
附錄二 前測問卷 107
附錄三 實測問卷 109

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