臺灣博碩士論文加值系統

生活型態的改變，影響了消費者的消費習慣。考量消費者需求的產品能受到市場的歡迎，客制化、專為客戶訂做的高價產品也越來越受到消費者的喜愛。產品的生產地、原料、製作過程…等，越來越詳細的產品資訊，一方面能讓消費者安心購買，一方面消費者也能選擇更多的適合自己的產品。資訊的透明化概念已成為消費者購物的必要條件，為了探討這個問題，我想把產品資訊透明化的概念，更進一步的闊大到是否消費者會希望知道產品的生產成本，以及對消費者會產生什麼影響，以供生產的廠商做為日後的考量。在本研究中旨要探討價格知覺與顧客價值對購買意願的影響，並加入公佈生產成本為干擾變數，以瞭解三者關係的干擾效果。研究結果發現：（1）價格知覺及顧客價值對購買意願具有正向影響關係；（2）公佈生產成本在價格知覺及顧客價值對購買意願之關係間不具有干擾效果。

Lifestyle changes affect consumer spending habits.Consider consumers'' needs can be welcomed by the market, ustomized, high prices for the customer-made products are more and more consumers. Production, the raw materials, production process ... and so on, More detailed product information, Allow consumers to buy peace of mind, consumers can choose more for their products.The concept of transparency of information has become a necessary condition for consumer shopping, To explore this question, I want the product concept of information transparency, Further to an expanded consumer will want to know whether the production costs, And what impact on consumers, For production companies as the future considerations.In this study Zhiyao of price perception and customer value on purchase intention, And announced by adding variable production cost for the interference, To understand the relations between the interference effect.The results showed: (1) price perception and customer value will have a positive impact on the purchase of the relationship; (2) announced production costs and customer value in the price perception of the relationship between purchase intention does not have interference effects.

摘要I
Abstract II
目錄III
表目錄IV
圖目錄V
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的2
第三節 研究流程2
第二章 文獻探討4
第一節 化妝品產業概況4
第二節 生產成本9
第三節 價格知覺12
第四節 購買意願16
第五節 顧客價值20
第三章 研究方法29
第一節 研究架構29
第二節 研究假設29
第三節 研究變數與操作型定義30
第四節 統計分析方法34
第四章 研究結果與討論36
第一節 信度分析36
第二節 樣本資料分析37
第三節 皮爾森相關分析38
第四節 迴歸分析39
第五節 單因子共變數分析41
第六節 研究假說結果彙整42
第五章 結論與建議43
第一節 研究結論43
第二節 研究限制與後續研究建議44
參考文獻45
中文部分45
英文部分46
表目錄
表2-1 工業局化妝品分類定義4
表2-2 化妝品相關研究彙總整理6
表2-3 價格知覺相關定義15
表2-4 購買意願相關定義19
表3-1 價格知覺操弄變數之操作性定義30
表3-2 顧客價值操弄變數之操作性定義31
表3-3 購買意願操弄變數之操作性定義32
表3-4 公佈生產成本操弄變數之操作性定義33
表4-1 信度分析(n=145)36
表4-2 價格知覺、顧客價值、公佈生產成本及購買意願之相關分析38
表4-3 價格知覺與購買意願之迴歸分析(n=145)39
表4-4 顧客價值與購買意願之迴歸分析(n=145)40
表4-5 價格知覺對購買意願的影響-以公佈成本為干擾變數41
表4-6 顧客價值對購買意願的影響-以公佈成本為干擾變數42
表4-7 研究假說驗證結果42
圖目錄
圖1-1 研究流程圖3
圖2-1 價格、品質與價值模式(Zeithaml,1988)15
圖2-2 EKB消費者決策模型(Engel,Blackwell & Miniard,1991)18
圖2-3 顧客買賣關係主要價值圖(Bill Stinnett,2005)22
圖2-4 總價值構成圖(Philip Kotler,1994)24
圖2-5 顧客價值到股東價值之流程圖(Robert Wayland & Paul Cole,1997)25
圖2-6 顧客價值地圖(Gale & Bradley,1994)27
圖2-7 消費者價值架構(Oliver, 1999)28
圖3-1 研究架構圖29

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