臺灣博碩士論文加值系統

皮膚保養從以前到現在對女生來説是最重要的事情。隨著社會越來越發展，生活品質跟教育程度提高，社會觀念改變，現在不論男女老幼都追求美麗。化妝品在日常生活當中變成十分不可缺的必要品，對現在社會而言，化妝被認爲一種禮貌的行爲，而且也可以表現出不同樣的面貌，消費者對化妝品的需求更高。因此以化妝品為例，來了解消費者對產品及服務的滿意度，使消費者能重複購買，進而增加消費者對品牌可信度。
本研究預測品牌可信度對購買意圖有正向顯著影響；體驗行銷對品牌可信度與購買意圖有正向顯著影響。基於分析的結果，提出以下兩大命題：
1. 體驗行銷對品牌可信度有正向顯著影響。
2. 品牌可信度對購買意圖有正向影響。

Skin care for the girls from the previous to the present is the most important
thing. As society becomes more developed, the quality of life with higher levels of
education, social attitudes change, regardless of gender and age are now the pursuit of
beauty. Cosmetics in daily life becomes very essential items necessary for society now,
the makeup is considered a polite behavior, but also do not exhibit the same features,
higher consumer demand for cosmetics. Therefore, to cosmetics, for example, to
understand consumer satisfaction with products and services, enabling consumers to
repeat purchase, thus increasing consumer brand credibility.
The study forecast brand credibility has a positive significant effect on purchase
intent; experiential marketing has a positive and significant impact on the credibility of
the brand purchase intent. In this paper, the results obtained are as follows：
1. Experience marketing has a positive impact on trusted brand
2. Trusted brand has a positive impact on the purchase intention

目錄
中文摘要 ................................................................................................................................. i
ABSTRACT ............................................................................................................................. ii
誌謝 ........................................................................................................................................ iii
表目錄 ................................................................................................................................... vii
圖目錄 .................................................................................................................................. viii
第一章 緒論 ........................................................................................................................... 1
1.1 研究背景與動機 .......................................................................................................... 1
1.2 研究目的 ....................................................................................................................... 2
1.3 研究範圍及對象 .......................................................................................................... 2
第二章 文獻探討 ................................................................................................................. 3
2.1 體驗行銷 ....................................................................................................................... 3
2.1.1 體驗的定義 ............................................................................................................ 3
2.1.2 體驗行銷的概念 ................................................................................................... 4
2.1.3 傳統行銷與體驗行銷的差異 ............................................................................... 4
2.1.4 策略體驗模組 ........................................................................................................ 8
2.1.5 體驗媒介 ................................................................................................................ 9
2.1.6 體驗行銷的衡量構面 ......................................................................................... 10
2.2 品牌可信度 ................................................................................................................ 11
2.3 購買意圖 ..................................................................................................................... 12
2.4 化妝品介紹 ................................................................................................................ 12
2.4.1 化妝品定義 .......................................................................................................... 12
第三章 研究方法 ................................................................................................................. 15
3.1 研究架構與假設 ........................................................................................................ 15
3.1.1 研究架構 .............................................................................................................. 15
3.1.2 研究假設 .............................................................................................................. 15
3.2 各研究變項之操作型定義與衡量 ........................................................................... 16
3.2.1 體驗行銷之操作型定義與衡量 ........................................................................ 16
3.2.2 品牌可信度之操作型定義與衡量 .................................................................... 18
3.2.3 購買意圖之操作型定義與衡量 ........................................................................ 18
3.2.4 消費者之基本資料部分 ..................................................................................... 19
3.2.5 研究變項整理表格 ............................................................................................. 21
3.3 正式問卷設計 ............................................................................................................ 22
3.4 資料分析 ..................................................................................................................... 23
3.4.1 敘述性統計分析 ................................................................................................. 23
3.4.2 信度分析 .............................................................................................................. 24
3.4.3 相關分析 .............................................................................................................. 24
3.4.4 迴歸分析 .............................................................................................................. 24
第四章 研究結果與分析 .................................................................................................... 25
4.1 樣本資料分析 ............................................................................................................ 25
4.1.1 人口統計資料分析 ............................................................................................. 25
4.2 信度分析 ..................................................................................................................... 27
4.2.1 體驗行銷信度分析 ............................................................................................. 27
4.2.2 品牌可信度信度分析 ......................................................................................... 28
4.2.3 購買意圖信度分析 ............................................................................................. 28
4.3 相關分析 ..................................................................................................................... 29
4.3.1 體驗行銷對品牌可信度 ..................................................................................... 29
4.3.2 體驗行銷對購買意圖 ......................................................................................... 29
4.3.3 品牌可信度對購買意圖 ..................................................................................... 29
4.4 迴歸分析 ..................................................................................................................... 30
4.4.1 體驗行銷對品牌可信度的影響 ........................................................................ 30
4.4.2 品牌可信度對購買意圖有正向影響 ................................................................ 32
4.5 單因子變異數分析(One-way ANOVA Analysis) ..................................................... 33
4.5.1 體驗行銷單因子變異數分析 ............................................................................. 33
4.5.2 品牌可信度單因子變異數分析 ........................................................................ 35
4.5.3 購買意圖單因子變異數分析............................................................................. 37
第五章 結論與建議 .......................................................................................................... 39
5.1 結論 ............................................................................................................................. 39
5.1.1 體驗行銷各構面與品牌可信度之關係分析 .................................................... 40
5.1.2 體驗行銷對於品牌可信度 ................................................................................. 41
5.1.3 品牌可信度對購買意圖 ..................................................................................... 42
5.2 研究建議 ..................................................................................................................... 42
5.2.1 研究建議 .............................................................................................................. 42
5.2.2 後讀建議 .............................................................................................................. 43
5.3 研究研究限制 ............................................................................................................ 43
5.3.1 地域與樣本 .......................................................................................................... 43
5.3.2 研究對象 .............................................................................................................. 43
文獻參考 .............................................................................................................................. 44
一，中文部分 .............................................................................................................. 44
二，英文部分 .............................................................................................................. 45
附錄 ....................................................................................................................................... 47

表目錄
表 2.1 傳統行銷與體驗行銷的差異 .................................................................................... 7
表 2.2 策略體驗模組分析..................................................................................................... 9
表 2.3 體驗媒介的形式 ....................................................................................................... 10
表 2.4 化妝品的分類 ........................................................................................................... 13
表 2.5 化妝品區分為 ........................................................................................................... 14
表 3.1 體驗行銷量表衡量問項 .......................................................................................... 17
表 3.2 品牌可信度量表衡量構面 ...................................................................................... 18
表 3.3 購買意圖量表衡量構面 .......................................................................................... 19
表 3.4 消費者之基本資料................................................................................................... 19
表 3.5 變項整理表格 ........................................................................................................... 21
表 3.6 品牌可信度衡量 ....................................................................................................... 22
表 3.7 品牌可信度衡量 ....................................................................................................... 23
表 3.8 購買意圖衡量 ........................................................................................................... 23
表 4.1 樣本基本資料分析................................................................................................... 26
表 4.2 體驗行銷量表之信度摘要表 .................................................................................. 28
表 4.3 品牌可信度量表之信度摘要表 .............................................................................. 28
表 4.4 購買意圖量表之信度摘要表 .................................................................................. 29
表 4.5 體驗行銷, 品牌可信度與購買意圖相關分析表 ................................................... 29
表 4.6 體驗行銷各構面對品牌可信度（可靠性）的影響 ............................................ 31
表 4.7 體驗行銷各構面對品牌可信度（專業性）的影響 ............................................ 32
表 4.8 品牌可信度各構面對購買意圖的影響 ................................................................. 33
表 4.9 體驗行銷單因子變異數分析 .................................................................................. 33
表 4.10 品牌可信度單因子變異數分析 ............................................................................ 35
表 4.11 購買意圖單因子變異數分析 ................................................................................ 37
表 5.1 研究結果 ................................................................................................................... 39

圖目錄
圖 2.1 傳統行銷 ..................................................................................................................... 5
圖 2.2 體驗行銷 ..................................................................................................................... 6
圖 3.1 研究架構圖 ............................................................................................................... 15
圖 3.2 三名化妝水研究 ....................................................................................................... 22

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