近年來，化妝品工業已被視為國家走向真正現代化的一項重要指標。在經濟景氣低迷的環境中，化妝品廠商仍投入大量的廣告宣傳費用，為百貨業創下高營業額的佳績。Biel (1990) 指出美好的廣告與品牌之選擇有高度的相關性；Deighton et al. (1994) 認為廣告對具高忠誠度行為之消費者有較強影響。對化妝品廠商而言，瞭解如何定義不同消費群之購買行為及有效地評估目標消費群，擬定行銷策略來創造顧客與保有顧客，才能真正擁有行銷利基。
Ganesh et al. (2000) 將消費者分為：滿意轉換者、不滿意轉換者與持續使用或初次使用者三類。同時以顧客滿意度、忠誠度與涉入程度三個構面，來衡量此三類型消費者對提供服務廠商之滿意度、忠誠度與涉入程度之行為差異，並應用統計方法分析消費者行為。本文以Ganesh et al. (2000) 之研究為基礎，引入廣告為中介變數，並利用Vakratsas and Ambler (1999) 之廣告對消費者的影響模型，構建一個新的分析性模型來進一步分析廣告是否會影響此三類型消費者，對於提供服務的保養品廠商之滿意度、忠誠度與涉入程度之行為差異。本文之研究結果可以提供保養品廠商有效利用既有的消費者資料庫，針對不同類型的消費群，擬定行銷策略。

During this year, cosmetics industry were be one of important measure index with a country which is moving to an actually modernization country. In an economic depression environment, the cosmetics retails still create high sales in the department store due to the reason that they invest scads of money in advertising and sales promotion. Research has showed that Ad likeability highly correlates with brand preference (Biel, 1990). Deighton et al. (1994) suggest that advertising has a stronger effect on consumers with high behavioral loyalty. Therefore, how to understand your customers, how to efficiently identify and target your customers, and establish a retention strategy to keeping and create your customers are the worlds can get the advantage for cosmetics retail.
Genesh et al. (2000) were distributing customers into 3 types: satisfied switchers, dissatisfied switchers and stayers. On the other hand, there were measures satisfactorily of supplier, loyalty, and how deep of involvement by 3 groups: customer satisfaction, brand loyalty and involvement. Also, it will be analysis buyer behavior by using statistics. This paper will be basis on the research (Ganesh et al., 2000) and add advertising to be a variable of intermediary. Moreover, it will be basis on the model - A Framework for Studying How Advertising Works (Vakratsas and Ambler, 1999). And then build a new analysis model to analyze "does advertising affects the customer satisfaction, brand loyalty and involvement of the groups". This paper can provide cosmetics retail a way of using customer database and make it far effective or set up a sales/marketing strategy to aimed their target audience.

頁次
誌 謝 I
授 權 書 II
博碩士論文電子檔案上網授權書 III
論文口試委員會審定書 VI
中文摘要 V
英文摘要 VI
目 錄 VII
圖 目 錄 X
表 目 錄 XI
第一章 緒論
1.1研究背景與動機 1
1.2研究問題、目的與假設 3
1.3研究對象與限制 5
1.4研究架構與流程 6
1.5論文結構 6
第二章 文獻探討
2.1化妝品的定義 10
2.2顧客滿意理論 14
2.3以服務尺度衡量顧客滿意度 17
2.4品牌忠誠度 20
2.5涉入程度 25
2.6廣告相關理論 28
第三章 研究方法
3.1問卷設計 35
3.2研究變數與定義 38
3.3抽樣方法與樣本結構 40
3.4統計方法分析 44
第四章 結果分析
4.1使用美白保養品現況分析 47
4.2全面滿意度之分析 47
4.3 顧客滿意度、品牌忠誠度與涉入程度之分析 49
4.4廣告因素對滿意轉換者、不滿意轉換者與初次使用
或持續使用三類型消費者影響之分析 53
第五章 結論與建議
5.1結論 58
5.2行銷的涵義 60
5.3建議 62
文獻參考 63
附錄一：問卷 67

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