臺灣博碩士論文加值系統

行銷手法日趨多樣，近年來各式產業皆紛紛採用卡通圖像聯名行銷的方式來為自己的產品做行銷。因此，本研究針對運用卡通圖像做聯名行銷的化妝品為研究主題，探討該商品的視覺吸引力、消費者的感知享受、感知價值與產品視覺美感中心性之間的關係性。研究方法以女性消費者為研究對象並採用便利性抽樣方式，以問卷調查法進行資料收集，共計發出 320 份，回收 282 份有效問卷回收率 88%；並以迴歸分析、路徑分析、階層式回歸分析、單因子變異數分析等方式進行問卷分析。
研究結果顯示：在視覺吸引力、感知享受、感知價值三者的關係上，皆具有顯著性的相關，並且感知享受完全中介視覺吸引力與感知價值。若進一步分析則發現視覺吸引力對感知享受具有顯著性的影響，並藉由階層式回歸分析後，產品視覺美感中心性對視覺吸引力與感知享受中，對購買卡通圖像聯名行銷化妝品的消費者而言不具干擾效果，因此本研究認為化妝產品類相關商品目前應不需著墨於消費者的產品視覺美感中心性上，而是應該要加強於產品的視覺吸引力以提高消費者從產品中所獲得的感知享受，促進消費者提升對產品的感知價值上的認知。

The business marketing has become more diversified in recent years. Many industries have adopted cartoon icons for joint marketing to promote their products. The theme of the research is to study these cartoon icon joint marketing cosmetics, as well as to explore the relationship of visual appeal of the product, consumers’ perceptions of enjoyment, perceived value and centrality of visual product aesthetics. The target object of the study is female consumers, using convenient sampling and survey method to collect data.
A total of 320 copies of questionnaires were distributed, and among them 282 were valid,with 88% recovery rate. The questionnaires were analyzed by Regression Analysis, Path
Analysis, Hierarchical Regression Analysis and Single Factor Analysis. The results showed that there was a significant correlation among visual appeal, perceptions of enjoyment and perceived value, and the perceptions of enjoyment was a complete mediator over visual appeal and perceived value. After further study, it was found that visual appeal had a significant effect on perceptions of enjoyment, and through Hierarchical Regression Analysis, centrality of visual product aesthetics in visual appeal and perceptions of enjoyment did not have any interference affect on consumers who purchased cartoon icon joint marketing cosmetics. Therefore, the study suggests that cosmetic related products have no needs to emphasize on consumers centrality of visual product aesthetics at this stage, but rather should strengthen and improve the visual appeal of the products to elevate consumers perceive enjoyment, and raise awareness of the perceived value of the products.

第一章 緒論
第一節 研究背景與動機………………………………………… 1
第二節 問題陳述與研究目的…………………………………… 3
第三節 研究重要性……………………………………………… 4
第四節 研究流程………………………………………………… 5
第二章 文獻探討
第一節 聯名行銷………………………………………………… 6
第二節 卡通圖像………………………………………………… 8
第三節 視覺吸引力………………………………………………11
第四節 感知享受…………………………………………………12
第五節 感知價值…………………………………………………13
第六節 產品視覺美感中心性……………………………………16
第七節 視覺吸引力、感知價值、感知享受之關係……………18
第八節 產品視覺美感中心性之干擾效果………………………21
第三章 研究方法
第一節 研究設計…………………………………………………22
第二節 問卷設計…………………………………………………24
第三節 資料蒐集…………………………………………………25
第四節 衡量變項…………………………………………………27
第五節 資料分析…………………………………………………31
第四章 結果與討論
第一節 受訪者描述性統計………………………………………33
第二節 信度分析…………………………………………………37
第三節 效度分析…………………………………………………38
第四節 視覺吸引力、感知享受及感知價值構面之相關性……41
第五節 視覺吸引力、感知價值及感知享受構面之關係………42
第六節 產品視覺美感中心性之干擾效果………………………45
第七節 其他人口變項對視覺吸引力、感知享受、感知價值以及CVPA之影響…………………………………………47
第五章 結論與建議
第一節 研究結論…………………………………………………51
第二節 理論與實務涵義…………………………………………52
第三節 研究限制…………………………………………………53
第四節 後續研究建議……………………………………………53
參考文獻
中文部分……………………………………………………………54
英文部份……………………………………………………………56
電子媒體……………………………………………………………60
附錄
附錄 正式問卷調查內容…………………………………………62

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