臺灣博碩士論文加值系統

醫學美容保養品是介於美容和藥品之間的保養品，主要訴求明確的作用機轉，單純的成份，較高而有效的濃度；產品功效多經過醫學學理驗證測試，亦會有詳細專業醫療諮詢使用，近年來作為輔助醫學治療的產品，而逐漸受到消費者信賴。本研究主要在探討一般消費者購買醫學美容保養品時對於產品屬性、產品風險的認知對品質的認知的影響。本研究採線上問卷調查方式，以台灣地區一般消費者為研究對象，研究結果發現：整體而言，醫學美容保養品的產品屬性對於知覺品質與知覺風險有顯著的影響，其中產品屬性對於知覺品質有正向關係，但知覺品質與知覺風險則為負向相關；而人口統計變數中顯示，主要消費性別仍為女性、年齡集中於31~40歲、近八成無小孩、填答者居住地主要分布在南北部；不同年齡層、不同居住地與是否有小孩等不同狀況之變異數分析可發現其產品屬性、知覺品質、知覺風險下特定構面出現顯著差異。其中在居住地分析中可以發現產品屬性、知覺品質、知覺風險皆有顯著差異。此外，在消費者購買行為部份亦可以發現，主要購買地點集中於兩種通路：開架及醫院診所通路。將分析樣本分群為開架及醫院診所通路後可發現，購買次數與購買金額皆與特定次構面有顯著影響，但購買地點則與所有變項顯著相關。經過相關與迴歸分析，發現不同通路之醫學美容保養品購買者的產品屬性、知覺品質及知覺風險認知與重視有顯著不同。

Cosmeceutical products are the skin care products positioned between cosmetics and pharmaceuticals by the defined mechanisms, simple and pure ingredients as well as higher concentration of actives. The product benefits are also tested and demonstrated through scientific validation. In addition, as adjuvant therapeutic products for curative surgery, cosmeceutical products are usually with professional indication and consultation, thus the consumer confidence and reliability will be higher than general products. This research adopted questionnaires targeting to explore how the product attributes, perceived risks affect consumer’s perception on quality in regard of cosmeceutical skin care products. The results concluded that, for cosmeceutical products, the perceived quality has negative significant effect on perceived risk while the product attributes have significant effect both on perceived quality and perceived risk. In descriptive statistic results, it showed that it is still female the main consumer for cosmeceutical products with main age range between 31~40, close to 80% of the subjects have no kids and the main residence located in north and south part of Taiwan. Meanwhile, the AVONA analysis demonstrates that particular dimensions under three variables of different ages, with kids or not and residence were found to be significant different. In addition, the main channel for purchasing cosmeceutical products centralized to mass chain stores as well as professional ones such clinic and drug stores. The result shows that purchase frequency and amount only have significant effect on certain dimension while the channels significantly related to all variables. The correlation and regression analysis also shows the product attributes, perceived quality and perceived risk of consumers purchasing in different channels have significant differences.

第一章 緒論 1
第一節 研究背景與問題 2
第二節 研究動機 3
第三節 研究目的 3
第二章文獻探討 5
第一節 產品屬性 5
第二節 知覺品質 8
第三節 知覺風險 12
第四節 各變項間之關係 14
第三章 研究方法 17
第一節 研究架構 17
第二節 研究假說 18
第三節 調查工具 20
第四節 資料收集 21
第五節問卷設計 21
第六節 問卷前測 24
第四章 資料分析 26
第一節 樣本結構 26
第二節 信度與效度分析 30
第三節 人口統計變數在各研究變數之差異分析 34
第四節 變數之敘述統計及相關分析 40
第五節 假說檢定 49
第六節 假說驗證 56
第五章 結論與管理意涵 59
第一節 研究結論 59
第二節 管理意涵 61
第三節 研究限制與建議 62
參考文獻 63
附錄 本研究問卷 71
著作權聲明 75

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