臺灣博碩士論文加值系統

化妝保養品是一項高單價及高品牌忠誠度的消費品，它除了基本功能必須能滿足顧客需求外，所提供的附加價值與服務亦為消費者追求的價值。本文企從消費者的角度來切入品牌形象，探究顧客之知覺價值、品牌信任、顧客滿意度及品牌愛慕對品牌忠誠度之影響。本研究。首先深入進行品牌形象、知覺價值、顧客滿意度、品牌信任、品牌愛慕、品牌忠誠度等相關文獻的探討，並根據研究動機、研究目的及文獻探討，建立研究架構及研究假設。其次，整理並修訂品牌形象、知覺價值、顧客滿意度、品牌信任、品牌愛慕、品牌忠誠度等研究變項之量表，以作為變項衡量之工具。問卷編製之後，以化妝保養品產業為例，以曾經使用化妝保養品經驗之消費者為研究對象，採用網路問卷及紙本問卷方式調查蒐集資料，網路問卷回收340份，紙本問卷發放300份，回收205份有效問卷。問卷資料運用SPSS.22.0進行敘述性及多變量統計分析，並用PLS軟體進行研究變項之信效度及結構方程模式分析，以驗證研究假說及理論模型之契合度。研究發現以下結果：1.消費者對化妝保養品品牌之品牌形象會正向影響顧客知覺價值。2.消費者對化妝保養品品牌之知覺價值會正向影響顧客滿意度。3.消費者對化妝品品牌之知覺價值會正向影響品牌信任。4.消費者對化妝品品牌之知覺價值會正向影響品牌愛慕。5.消費者對化妝品品牌之顧客滿意度會正向影響品牌忠誠度。6.顧客對化妝品品牌之品牌信任對品牌忠誠度不具有正向顯著影響。7.消費者對化妝品品牌之品牌愛慕會正向影響品牌忠誠度。本研究最後並提出學術及實務建議以供化妝品業者規劃行銷策略之參考。

Cosmetic care products is a high price and high brand loyalty consumer good,
except for the basic functions that must be able to meet the needs of customers, the added value and services provided is also the value pursued by consumers. This article explores the brand image from the consumers’ point of view to explore the perceived value of customers, brand trust, customer satisfaction and brand impact of brand love on brand loyalty. In this study, first of all, the paper is depth discussion the relevant literature of brand image, perceived value, customer satisfaction, brand trust, brand love and brand loyalty, and based on research motivation, research purpose and literature to establish a research framework and research hypothesis. Second, organize and revise the scale of research variables of brand image, perceived value, customer satisfaction, brand trust, brand love and brand loyalty, as a measure tool. After the preparation of the questionnaire, , the research object is based on the experience of consumers who have used cosmetic skin care products. The survey was conducted by using online questionnaires and paper questionnaires, 340 questionnaires were collected online, 300 copies of paper questionnaires were issued and 203 valid questionnaires were collected. Questionnaire data using SPSS.22.0 narrative and multivariate statistical analysis, and use PLS software to study the reliability and structural equation model variables analysis to verify the research hypothesis and the compatibility of the theoretical model. The study results are as follows:1. Consumers on brand image of the cosmetic skin care brand will positively affect the customer perceived value. 2. Consumers on brand perceived value of the cosmetic skin care will positively affect customer satisfaction. 3. The perceived value of the consumer's cosmetic brand will positively affect the brand's trust. 4. The perceived value of the consumer cosmetics brand will positively affect the brand's love. 5. Consumers' satisfaction with the cosmetic brand will positively affect brand loyalty. 6. Customer trust in the brand of the cosmetics brand does not have a significant positive impact on brand loyalty. 7. Consumers on brand love of the cosmetics brand will positively affect the brand loyalty. This study concludes with academic and practical advice for the cosmetic industry to plan marketing strategies.

中文摘要 .................................i
英文摘要 ..... ii
誌 謝 ..... iii
目 錄 ........................ iv
表目錄 ................................... vii
圖目錄 ...................................... ix
一、 緒論 ................................ 1
1.1 研究背景 ............................... 1
1.2 研究動機 ................................... 2
1.3 研究目的 ................................ 5
1.4 研究流程 ..................................... 5
二、 文 獻 探 討 .......................................... 7
2.1 化妝品的定義與種類 ..................................... . 7
2.2 品牌形象 .................................. 10
2.2.1 品牌形象的定義 ................................. 10
2.2.2 品牌形象之衡量方法 ......................... 14
2.2.3 品牌形象之重要性 ............................. 18
2.2.4 品牌形象之相關研究 ........................ 19
2.3 知覺價值 .................................... 21
2.3.1 知覺價值之定義 ..................................... 21
2.3.2 知覺價值之衡量方法 ........................... 26
2.3.3 知覺價值研究之重要性 .................... 29
2.3.4 知覺價值之相關研究 ......................... 31
2.4 品牌形象和知覺價值之關係 ...................... 36
2.5 顧客滿意度 ................................... ............... 37
2.5.1 顧客滿意度之定義 .................... 37
2.5.2 顧客滿意度的衡量方法 ............... 38
2.5.3 顧客滿意度之重要性 ...................... 40
2.5.4 顧客滿意度之相關研究 .............. 41
2.6 知覺價值與顧客滿意度之關係 ............. 43
2.7 品牌信任 ............................. 44
2.7.1 品牌信任的定義 ................................ 44
2.7.2 品牌信任之衡量方法 ..................... 47
2.7.3 品牌信任之重要性 ............................. 50
2.7.4 品牌信任之相關研究 ......................... 50
2.8 知覺價值與品牌信任之關係 .................. 51
2.9 品牌愛慕 ............................... 51
2.9.1 品牌愛慕之定義 ................................. 51
2.9.2 品牌愛慕之衡量方法 ................... 53
2.9.3 品牌愛慕之重要性 ........................... 56
2.9.4 品牌愛慕之相關研究 ...................... 56
2.10 知覺價值與品牌愛慕之關係 ................. 57
2.11 品牌忠誠度 ........................................ 57
2.11.1 品牌忠誠度之定義 ...................... 57
2.11.2 品牌忠誠度之衡量 方法 ........... 59
2.11.3 品牌忠誠度之重要性 .................... 64
2.11.4 品牌忠誠度之相關研究 ............... 65
2.12 顧客滿意度與品牌忠誠之關係 ......... 68
2.13 品牌信任與忠誠度之關係 ............... 69
2.14 品牌愛慕與忠誠度之關係 ............. 70
三、 研究方法 .................................... 72
3.1 研究架構 .................................. 72
3.2 研究假說 .................................. 73
3.2.1 品牌形象與知覺價值之關聯性 ...... 73
3.2.2 知覺價值與顧客滿意度之關聯性 ............. 73
3.2.3 知覺價值與品牌信任之關聯性 .............. 74
3.2.4 知覺價值與品牌愛慕之關聯性 ............... 75
3.2.5 顧客滿意度與品牌忠誠之關聯性 .............. 75
3.2.6 品牌信任與忠誠度之關聯性 ...... 76
3.2.7 品牌愛慕與忠誠度之關聯性 ............ 77
3.3 研究變數的 操作型定義與衡量方式 .............. 78
3.3.1 知覺價值 .......................................... 78
3.3.2 知覺價值 .......................................... 79
3.3.3 顧客滿意度 ..................................... 81
3.3.4 品牌信任 .......................................... 82
3.3.5 品牌愛慕 ........................................... 83
3.3.6 品牌忠誠度 ................................. ... 84
3.4 問卷設計 ............................ 85
3.4.1 品牌形象量表部分 ............................. 85
3.4.2 知覺價值量表部分 .............................. 86
3.4.3 顧客滿意度量表部分 ...................... 87
3.4.4 品牌信任量表部分 ........................... 87
3.4.5 品牌愛慕量表部分 ............................ 88
3.4.6 品牌忠誠度量表部分 .................... 88
3.4.7 個人基本資料部分 ............................. 89
3.5 研究對象與抽樣方法 .................................... 90
3.6 資料分析與統計方法 .................................... 90
3.6.1 敘述性統計方法 ................................ 90
3.6.2 信度與效分析 ................................. 91
3.6.3 結構方程模式分析 ........................... 91
四、研究結果與分析 .................................... 92
4.1 人口統計變數分析 ..................................... 92
4.2 變數之敘述性統計分析 ............................ 95
4.2.1 衡量構面之敘述統計分析 ....................... 95
4.2.2 品牌形象整體與 各構面之敘述統計分析 ...... ................... 96
4.2.3 知覺價值整體與各構面之敘述統計分析 .................... 97
4.2.4 顧客滿意度整體與各構面之敘述統計分析 . ............... 98
4.2.5 品牌信任整體與各構面之敘述統計分析 ................... 99
4.2.6 品牌愛慕整體與各構面之敘述統計分析 . ................. 100
4.2.7 品牌忠誠度整體與各構面之敘述統計分析 ............. 101
4.3 獨立樣本檢定 ............................... 102
4.3.1 各基本資料對研究變項差異之分析 ......................... 102
4.4 測量模 型分析 ................................ 118
4.4.1 信度分析 .............................. 119
4.4.2 效度分析 ................................... 120
4.5 結構模型分析與檢定 ................................ 122
. 4.5.1 結構模型分析 .................... 123
4.5.2 研究假說檢定 ........................... 123
五、研究討論與管理意涵 ........................... 125
5.1 研究結論 ............................................. 125
5.2 管理意涵 .............................. 127
5.3 研究限制 ............................... 131
5.4 後續研究之建議 ........................ 132
參 考 文 獻 ................................ 133
附錄一 ................... 160

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