臺灣博碩士論文加值系統

現今的女性消費者已經不單單使用一般的保養品，根據調查大企業平均五年內流失50％ 的客戶。國內有關保養品之論文，皆為傳統型的保養品，已無法蓋括醫美保養品之特性。隨著時代的改變，消費者對於資訊的接收也比以往更為便利方便，如何使消費者可以擁有品牌的忠誠度，已經是刻不容緩的議題。

本研究以使用過醫美保養品之女性消費者為其實證對象，採用問卷調查法並以結構方程模式找出各個影響消費者顧客忠誠度的變數間之關係。研究發現：產品屬性對顧客滿意度、產品屬性對顧客忠誠度、顧客滿意度對顧客忠誠度有顯著的正向關係；其中次構面中的發現：核心產品屬性對顧客滿意度、附增產品屬性對顧客滿意度、核心產品屬性對重複購買、核心產品屬性對口碑傳播、有形產品屬性對重複購買、附增產品屬性對口碑傳播、顧客滿意度對重複購買有顯著的正向影響。

Today''s female consumers not only use the skin care products in general, the average loss of 50% of customers within five years according to the survey of large enterprises. The papers of the relevant skin care products are the traditional skin care products, has been unable to beauty products, features covering the medical America. With the changing times, consumers receive information more than ever, to facilitate the convenient, so that consumers can have brand loyalty has been the subject of urgent.
In this study, female consumers of U.S. doctors skin care products for its empirical object, using a questionnaire and structural equation modeling to identify the relationship between the various variables affecting consumer loyalty. Study found that: product attributes on customer satisfaction, product attributes have a significant positive relationship between customer loyalty, customer satisfaction on customer loyalty; the discovery of the sub-dimensions: the core product attributes on customer satisfaction, with increased product attributes on customer satisfaction, the core product attributes, repeat purchase, the core product attributes on word of mouth spread, the tangible product attributes on repeated purchase, with increased product attributes on word of mouth, customer satisfaction on repeat purchase have significant positive effects.

摘 要 …i
ABSTRACT ...ii
誌 謝 ..iv
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研究範圍與對象 ..2
1.4研究流程 ..2
第二章 文獻探討 ..4
2.1化妝品 ..4
2.1.1保養品的定義 ..4
2.2.2醫美保養品的定義 ..5
2.2產品屬性 ..5
2.2.1產品屬性的定義 ..5
2.2.2產品屬性之構面 ..6
2.3顧客滿意度 ..9
2.3.1顧客滿意度的定義 ..9
2.3.2顧客滿意理論衡量 12
2.3.3顧客滿意度之構面 13
2.4顧客忠誠度 14
2.4.1顧客忠誠度的定義 14
2.4.2顧客忠誠度之構面 16
2.5產品屬性、顧客滿意度與顧客忠誠度之關係探討 18
2.5.1產品屬性與顧客滿意度之關係 18
2.5.2產品屬性與顧客忠誠度之關係 18
2.5.3顧客滿意度與顧客忠誠度之關係 19
2.6文獻小結 19
第三章 研究方法 21
3.1研究架構 21
3.2研究假設 22
3.3研究變數的定義與衡量 23
3.3.1產品屬性 23
3.3.2顧客滿意度 24
3.3.3顧客忠誠度 24
3.4問卷設計 25
3.5研究對象與抽樣設計 28
3.5.1研究對象與抽樣方法 28
3.6資料分析方法 28
3.6.1敘述性統計分析 28
3.6.2信度分析 28
3.6.3效度分析 29
3.6.4結構方程模式 30
第四章 資料分析 32
4.1敘述性統計分析 32
4.1.1樣本結構分析 32
4.1.2衡量題項敘述性統計分析 35
4.2信度與效度分析 44
4.2.1信度分析. 45
4.2.2效度分析 53
4.3全體樣本結構方程式分析 63
4.3.1模型架構分析 63
4.3.2模型配適度評鑑 65
4.3.3各構面間的影響效果分析 69
4.3.4模式之假說檢定 71
第五章 結論與建議 75
5.1 研究討論 75
5.2 研究結論 76
5.3 實務管理意涵 78
5.4研究限制 79
5.5 未來研究建議 79
參考文獻 80
附錄A：問卷 88

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