臺灣博碩士論文加值系統

現時，國內因美容護膚需求日益加劇，致使國內美容護膚坊紛紛崛起，從而增加美容行業之競爭性。本研究將對國內中部地區美容護膚坊消費群體進行問卷調查，而本研究之主旨在於探討國內美容護膚坊消費者對於美容護膚坊之消費體驗、商店印象、購買意願與顧客滿意度之間影響及關聯性。根據研究結果發現：
（1）消費體驗對顧客滿意度呈正向顯著影響；
（2）消費體驗對商店印象呈正向顯著性影響；
（3）顧客滿意度愈高，購買意願愈高；
（4）商店印象愈高，購買意願愈高
最後，根據研究結果，筆者建議國內相關美容護膚坊業者從重視消費體驗提升與重視商店印象提升層面提高消費者顧客滿意度與購買意願，盼能有效改善弊端增加經營優勢吸引新消費者及舊顧客重複消費從而加大美容護膚坊獲利能力。

At present, the skin care workshops have resulted in the rised since skin care demand growth, thus increasing the competitive.So,this study will be the domestic skin care consumer group conducted a questionnaire survey Workshop, and this study the main purpose is to explore the domestic consumer of the consumer experience, store image, purchase intentions and loyalty impact and between Relevance. According to the results:
（1）Store image on consumer spending were to experience significant positive impact；
（2）The higher the purchase intention of Customer Satisfaction
（3）Showed a positive consumer experience on the relationship of customer satisfaction
（4）Consumers tend to store image and consumer spending was a positive correlation, and the significant impact of interactions。
Finally, based on the findings, I’m suggested that domestic skin care industry from a focus on workshops to enhance consumer experience and enhance the level of importance of store image to enhance consumer satisfaction and purchase intention, it is expected to effectively improve the drawbacks of increased business advantage to attract new customers and old customers Repeated consumption thereby increasing the profitability of skin care workshops.

摘要 I
ABSTRACT II
目錄 III
表目錄 V
圖目錄 VI
第一章緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究流程 5
第二章 文獻探討 6
第一節 美容護膚坊 6
第二節 消費體驗 10
第三節 商店印象 13
第四節 顧客滿意度 17
第五節 購買意願 21
第三章 研究方法 24
第一節 研究對象與分析方法 24
第二節 研究設計 25
第三節 研究架構 29
第四節 研究假設 29
第四章 實證結果 32
第五章 結論與建議 51
第一節 結論 51
第二節 建議 52
參考文獻 55

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