臺灣博碩士論文加值系統

本研究旨在近年來化妝品的市場規模不斷擴大，新興的品牌不斷的崛起，使得競爭程度越來越激烈。各家化妝品品牌要如何在有限的資源以及競爭日趨激烈的環境下，創造自身的競爭優勢以達到消費者的持續支持，要在品牌形象的推廣上著手，還是提升軟體部分如服務品質及關係品質，或是提升硬體部分即產品品質，這些都是各品牌化妝品業者可以努力之方向。而要如何才能有效提高顧客忠誠度為本研究的主要研究方向。本研究以統計軟體SPSS模式的運用，透過不同人口統計變數與購買習慣的研究，並運用線性結構關係模型來探討化妝品業之品牌形象、產品品質、服務品質、關係品質對顧客忠誠度之影響，並從中去瞭解其管理意涵及擬訂對應的銷售策略。研究結果發現：（1）品牌形象對產品品質有顯著正向影響；（2）品牌形象對服務品質有顯著正向影響；（3）產品品質對關係品質有顯著正向影響；（4）服務品質對關係品質有顯著正向影響；（5）關係品質對顧客忠誠度有顯著正向影響；（6）不同人口統計變數對構面間有顯著差異。

In recent years, the market of cosmetic industry is keeping expand. New brands are ongoing spring up, and make the competition became more and more intense. Each cosmetic brands industry has the big issue to think about how to create the competitive advantage of differentiation in the limited resources and an increasingly competitive environment. In this study, the main research direction is how to increased customer loyalty. This paper using SPSS and statistical models to explore the causes and effects of the brand image, product quality, service quality and relationship quality with respect to customer loyalty via demographic variables and purchasing habits , trying to identify the implications on management and establish suitable sales strategies. This paper wants to know about the impact effects of cosmetic brand's brand image, product quality, service quality and relationship quality on customer loyalty. The result of the study were as follow:(1)A cosmetics’ brand image positively affects positively product quality;(2)A cosmetics’ brand image positively affects positively affects quality;(3)A cosmetics’ product quality positively affects positively relationship quality;(4)A cosmetics’ service quality positively affects positively relationship quality;(5)A cosmetics’ relationship quality positively affects positively affects customer loyalty;(6)The different population of customer significantly affects the six of the model.

摘要................................................................................................................................i
Abstract...........................................................................................................................ii
誌謝..............................................................................................................................iii
目錄...............................................................................................................................iv
表錄..............................................................................................................................vii
圖錄.............................................................................................................................viii
第一章 緒論..................................................................................................................1
1.1 研究背景...........................................................................................................1
1.2 研究動機...........................................................................................................1
1.3 研究目的...........................................................................................................2
1.4 研究範圍與對象......................................................................................................3
1.5 研究流程...........................................................................................................3
第二章 文獻探討...............................................................................................................5
2.1 化妝品.............................................................................................................5
2.2 品牌形象...........................................................................................................5
2.1.1 品牌定義..............................................................................................6
2.1.2 品牌形象定義...........................................................................................6
2.2.3 品牌形象之構面........................................................................................10
2.3 產品品質...........................................................................................................11
2.3.1 產品屬性.............................................................................................13
2.3.2 產品知覺品質.........................................................................................13
2.4 服務品質...........................................................................................................14
2.5 關係品質...........................................................................................................21
2.5.1 信任................................................................................................22
2.5.2 承諾................................................................................................23
2.5.3 滿意度...............................................................................................24
第三章 研究方法.............................................................................................................27
3.1 研究架構...........................................................................................................27
3.2 研究假說...........................................................................................................27
3.3 研究變數操作性定義與衡量.............................................................................................29
3.3.1 品牌形象.............................................................................................29
3.3.2 產品品質.............................................................................................29
3.3.3 服務品質.............................................................................................30
3.3.4 關係品質.............................................................................................30
3.3.5 顧客忠誠度...........................................................................................30
3.3.6 個人資料.............................................................................................31
3.4 問卷設計...........................................................................................................31
3.5 資料蒐集方法.......................................................................................................32
3.5.1 母體界定.............................................................................................32
3.5.2 抽樣方式.............................................................................................32
3.6 資料分析方法.......................................................................................................32
3.6.1 敘述性統計分析........................................................................................32
3.6.2 信度與效度分析........................................................................................33
3.6.3 單因子變異數分析......................................................................................33
3.6.4 結構方程模式..........................................................................................33
第四章 資料分析..............................................................................................................35
4.1 敘述性統計分析......................................................................................................35
4.1.1 樣本結構敘述性統計分析.................................................................................35
4.1.2 衡量題項敘述性統計分析.................................................................................37
4.2 信效度分析.........................................................................................................41
4.2.1 信度分析.............................................................................................41
4.2.2 效度分析.............................................................................................46
4.3 單因子變異數分析..........................................................................................53
4.3.1 人口統計變數對各構面之檢定.............................................................................53
4.4 整體結構方程模式分析................................................................................................58
4.4.1 整體模型分析.........................................................................................58
4.4.2 整體模型路徑分析......................................................................................60
第五章 結論與建議.............................................................................................................63
5.1 結論..............................................................................................................63
5.1.1 觀念性架構驗證與假說檢定...............................................................................63
5.1.2 人口統計變數敘述性分析發現.............................................................................65
5.1.3 衡量題項敘述性統計....................................................................................66
5.1.4 整體樣本觀念性架構驗證與假說檢定之發現..................................................................66
5.2 管理意涵...........................................................................................................67
5.3 研究限制與後續研究建議...............................................................................................68
5.3.1 研究限制............................................................................................68
5.3.2 後續研究建議.........................................................................................69
參考文獻...................................................................................................................70
中文部份.................................................................................................................70
英文部份.................................................................................................................71
附錄......................................................................................................................77

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