臺灣博碩士論文加值系統

美睫產業銷售員的工作績效取決於銷售員怎樣付出行動和採取銷售方式。傳統的美睫產品銷售員是直接以口訴方式傳達產品價格和產品內容給美睫師，但消費者己漸抗拒此種銷售方式。本研究應用教育本位行銷(Education-based Marketing; EBM)的模式發展出一套新的方式能夠教育美睫師並且幫助他們接受產品。本研究個案公司預計將美睫銷售員轉換成美睫講師，藉由美睫的教育課程，專業的引導產生更高的銷售量，進而達到銷售的策略。據此，本研究則取影片二份，並將實驗者分為兩個族群：高涉入程度的專業美睫師與低涉入程度的美睫師族群，並分別行銷相同產品但透過EBM(教育本位行銷)和SBM(銷售本位行銷)不同教育課程施教，以藉此探討運用教育本位行銷方式對於這兩種涉入程度族群的購買行為產生影響。意指消費者的訊息涉入、認知反應、廣告態度、銷售接受度、商品品牌態度及消費意願也隨之不同。透過此研究證實，台灣的美容公司運用EBM的傳播訊息，較過往的SBM銷售方式除了商品涉入沒有顯著差異之外，其他可以看到EBM更容易提升其效果。雖然在商品涉入程度上，EBM與SBM分組的情況並未有顯著差異，但從圖形上可以看出，EBM成效佳。這點或許是因為美睫師本身對於商品就有一定程度的了解。而在涉入度高低與EBM/SBM的交叉分析上，我們可以看到應用EBM對於低涉入程度者，都呈現顯著效果。據此，美睫教育訓練上，EBM應可以作為低階人員的訓練之用，應該會有顯著成效。SBM雖有成效，但可以以廣告的形式呈現，協助不了解的外界人士參考。

Job performance among sales representatives in eyelash beauty businesses depends on how they take action and adopt sales approaches. Traditional sales representatives of eyelash beauty products directly communicate product pricing and content with eyelash artists in a verbal way. However, consumers have gradually rejected this sales approach. This study uses an education-based marketing (EBM) model to develop a new approach that can educate eyelash artists and help them accept products. The case company in this study intends to implement the strategy that transforms their eyelash beauty sales representatives into eyelash beauty instructors who can provide professional guidance through eyelash beauty education programs to drive higher sales. Accordingly, two video copies were obtained and experiment participants were divided into two groups: highly and lowly involved professional eyelash artists, to whom the same product was marketed but through education programs in different approaches, i.e. either EBM or sales-based marketing (SBM). In this way, it was investigated how the use of the EBM approach affected purchase behavior among the two groups with different levels of involvement. This means how these consumers’message involvement, perceptive responses, attitudes towards advertising, sales acceptance, attitudes towards the product brand, and consumption intentions differed accordingly. This study confirms that messaging through EBM by this Taiwanese beauty company can easily improve all other areas compared to the SBM approach to sales, except product involvement, which shows no significant differences. Although product involvement shows no significant differences between the EBM and SBM groups, it is still evident in the graphics that EBM is very effective. The reason may be that the eyelash artists already have a certain understanding of the product. In the cross analysis of high and low involvement and EBM/SBM, we can also see that EBM has significant effects on all of the lowlyinvolved participants. Therefore, EBM can be used in eyelash beauty education and training for lower rank personnel and should be significantly effective. On the other hand, SBM, while also effective, can be represented in the form of advertising to help provide references for external parties who do not understand the product.

摘要......i
Abstract......ii
誌謝......iv
目錄......v
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研究目的與研究問題.....1
第二章文獻探討......3
2.1臺灣美睫教育本位行銷的應用......3
2.2銷售本位行銷與教育本位行銷......5
2.3高、低涉入程度......5
第三章研究方法......8
3.1研究架構......8
3.2研究流程......8
3.3實驗設計......9
3.4 問卷設計......10
3.4.1 商品涉入......10
3.4.2 訊息涉入......11
3.4.3認知反應......12
3.4.4廣告態度......12
3.4.5銷售接受度......13
3.4.6商品品牌態度......13
3.4.7消費意願......13
3.4.8商品知識及商品使用狀況......14
3.5資料分析方法......14
3.5.1敘述性統計分析......14
3.5.2多變量共變數分析（Multivariateanalysis of covariance, MANCOVA）......15
3.6實驗本文描述......15
第四章資料分析......17
4.1整體基本敘述統計量......18
4.2前測......18
4.2.1商品涉入量表......18
4.3結果......19
4.3.1訊息涉入......19
4.3.2認知反應......22
4.3.3廣告態度......24
4.3.4銷售接受度......27
4.3.5 商品品牌態度......29
4.3.6消費意願......32
第五章結論與建議......39
5.1研究結論......39
5.2管理意涵......41
5.3建議......41
參考文獻......43
Extended Abstract......56


 

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