臺灣博碩士論文加值系統

　　隨著民眾對服務品質要求的提升，美容美髮業也必須不斷提升其服務品質來因應。因此，業者為了要鞏固客源，對顧客消費過程之行為，有必要深入探討，以瞭解顧客的實際需求與感受。本研究因此透過問卷調查法，來瞭解顧客消費過程中之資訊搜尋、消費情境、從眾行為與購後認知失調等方面之看法。
　　研究以南投地區美容美髮服務顧客為研究對象，採便利抽樣方式進行問卷調查，共計發放618分問卷，有效回收556份，回收率90％。回收之資料以SPSS 20.0為工具進行資料整理與分析。輸出結果以信度分析、效度分析、描述性統計、獨立樣本t檢定和單因子變異數分析等統計方法進行分析。
　　研究結果顯示，在資訊搜尋方面，不同的性別、年齡、職業與消費金額，有顯著差異；在消費情境方面，不同的性別、職業與消費金額，有顯著差異；在從眾行為方面，不同的消費金額，有顯著差異；在購後認知失調方面，不同的職業有顯著差異。
　　本研究依研究結論進行管理意涵之討論，並對相關業者提出建言。

　　As people’s requirement on the quality of service rise, the beauty industry must improve its service to deal with the phenomena. Hence, in order to consolidate the customer source, it is necessary to explore in depth the process of customer consumption behavior to understand the actual need and feel of a customer. The purpose of this study is to comprehend the customer consumption process which includes information search, impulse purchases, conformity behavior and post-purchase dissonance by using questionnaire survey.
　　This study uses the beauty salon clients in Nantou County as the study subject. It uses the convenience sampling method to conduct the questionnaire survey. 618 questionnaires were handed out with 556 valid. The valid recovery rate is 90%. The data was rearranged and analyzed by using SPSS 20 as the analytical tool. It was analyzed using the reliability analysis, validity analysis, descriptive statistics, independent-sample T test and One-way ANOVA analysis.
　　The result shows that in terms of information search, there are significant differences between different genders, age, occupations and the amount of consumption. In terms of consumption situation, there are significant differences between different genders, occupations and the amount of consumption. While in terms of conformity behavior, there is a major difference between different amounts of consumption. Furthermore, in terms of post-purchase cognitive dissonance, there is a significant difference between different occupations.
　　This study discusses the implications of management based on the results, and suggestions are made to the relevant parties.

中文摘要 i
英文摘要 ii
目錄 iv
表目錄 vi
圖目錄 vii

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 研究範圍與對象 2
1.4 研究流程 3
第二章 文獻探討 5
2.1 資訊搜尋 5
2.2 消費情境 7
2.3 從眾行為 9
2.4 購後認知失調 11
第三章 研究方法 15
3.1 研究架構 15
3.2 各變項之間的關係與研究假設 16
3.3 問卷設計 16
3.4 研究對象與抽樣方法 19
3.5 資料分析方法 20
第四章 研究結果與分析 22
4.1 信度與效度分析 22
4.2 樣本結構分析 23
4.3 消費者對資訊搜尋、消費情境、從眾行為、購後認知失調之敘述性統計26
第五章 結論與建議 41
5.1 結論 41
5.2 管理意涵 43
5.3 研究建議 44
參考資料 46
一、中文部份 46
二、英文部份 48
附件 美容美髮沙龍店研究問卷 53

一、中文部份
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2.王姿惠、刁儷雅、林豐瑞（民 101），產品屬性、品牌形象、消費情境影響滿意度之研究－以具認驗證標章之生鮮農產品為例，農業推廣文彙，第57期，39-58頁。
3.沈英俊、蔡廷為、周政德（民 103），關鍵字搜尋意圖、涉入程度與資訊搜尋行為對廣告效果的影響－以Google Adwords為例，創新研發學刊，第10卷，第2期，1-15頁。
4.林孟璋、藍世明、胡惠婷（民 93），連鎖雜誌咖啡館消費情境因素與消費者行為之研究－以台中市為例，第二屆全國當代行銷學術研討會論文集，50-67頁。
5.林靜宜（民102），產品知覺、從眾行為與購買意願間關係之研究－以北部大學生購買智慧型手機為例，私立大葉大學管理學院碩士在職專班碩士論文，彰化縣。
6.陳麗吉（民 89），消費者資訊搜尋行為暨影響因素之研究，國立臺灣大學商學研究所碩士論文。
7.黃玉潔（民100），美食資訊搜尋、購後認知失調、與購後反應之研究，國立高雄餐旅大學餐旅管理研究所碩士論文，高雄市。
8.楊麗寬（民104），伴手禮購買動機、購買情境、感官體驗與炫耀性消費之關係—以新竹市為例，私立大葉大學觀光餐旅碩士在職學位學程，彰化縣。
9.廖則竣、陶蓓麗、陳志成（民94），網路資訊搜尋行為之整合模式：以心理動機、資訊處理及資訊經濟理論為基礎之研究，資訊管理學報，第12卷，第3期，223-245頁。
10.廖淑伶（民98），消費者行為－理論與應用（初版），台北：前程文化。
11.張德瑩（民101），家庭理髮與連鎖美髮店中的性別分工與演變1960-2007，應用倫理教學與研究學刊，第7卷，第1期，33-41頁。

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