論文名稱：品牌權益、認知過程與購買行為之研究 總頁數：137
-以化妝品業為例
校(院)所組別：中國文化大學商學院國際企業管理研究所
畢業時間及提要別：九十三年度第二學期碩士學位論文提要
研究生：陳令佳 指導教授：楊台寧
論文提要內容：
本研究以化妝品業為例，探討品牌權益、認知過程與消費者行為之關係，以期使化妝品業者能針對不同社經地位、購買行為的消費需求提供適切的服務。
研究資料顯示，品牌權益、認知過程與購買行為三者間都呈現正向相關性。而消費者對品牌權益之認知可分為「品牌知名度」、「品牌忠誠度」與「品牌獨特性」三項因素，其中以「品牌知名度」的認知程度最高；認知過程可分為「認知品質」、「認知價值」與「認知效益」三項因素，其中以「認知效益」的認知程度最高。
消費者對品牌權益的認知受到婚姻、月收入影響，認知過程則受到消費者年齡與月收入的影響，而購買行為則單純受到消費者年齡之影響。品牌權益與認知過程及購買行為皆具有正向相關性，而認知過程與購買行為亦具有正向相關性。
關鍵字詞：品牌權益，認知過程，消費者行為

The Bearing of The Brand Equity 、 Learning Process and Consumer Behavior Purchase. ─An Empirical
Study of Cosmetic
Student: Ling-Cha Chen Advisor: Prof . Tai-Ning Yang
Chinese Culture University
ABSTRACT
This study takes the cosmetics industry as an example to investigate the casual rela-tionships among brand equity, learning process and consumer behavior purchase.

This study approves that there are positive relationships among brand equity, learning process and consumer purchase behavior. The brand equity can be apart to three fac-tors ：brand awareness ,brand loyalty ,and brand uniqueness. Moreover, the brand awareness area beards the highest cognizant degree. The learning process can be apart to three factors ：perceived quality , perceived value and perceived benefit. Moreover, the perceived benefit area beards the highest cognizant degree.

The customer-based brand equity will be influent by customers’ marriage situations and income per month. The learning process will be influent by customers’ ages and income per month. The consumer behavior purchase will be fluent only by customers’ ages. As a result, the brand equity has the highly positive relationship with the learning process; the learning process also has he highly right relationship with consumer behavior pur-chase.
Key words: Brand Equity, Learning Process, Consumer Purchase Behavior

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
致謝辭　．．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vii
表目錄　　．．．．．．．．．．．．．．．．．．．．． ix
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xi
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究動機與目的．．．．．．．．．．．．．．． 1
　　第二節　　研究範圍．．．．．．．．．．．．．．．．． 2
　　第三節　　研究流程與步驟．．．．．．．．．．．． 3
第二章　　文獻探討．．．．．．．．．．．．．．．．． 6
　　第一節　　品牌權益．．．．．．．．．．．．．．． 6
　　第二節　　認知過程．．．．．．．．．．．．．．． 40
　　第三節　　購買行為．．．．．．．．．．．．．．．． 54
　　第四節　　顧客滿意度．．．．．．．．．．．．．． 68
　　第五節　　消費品類別．．．．．．．．．．．．．．． 72
第三章　　研究方法．．．．．．．．．．．．．．．．． 76
　　第一節　　研究架構與研究假設．．．．．．．．．． 76
　　第二節　　研究變數之操作性定義與測量工具．．．．．． 79
　　第三節　　研究樣本與資料收集．．．．．．．．．． 82
　　第四節　　資料分析方法．．．．．．．．．．．．．．． 84
第四章　　實證研究．．．．．．．．．．．．．．．．． 87
　　第一節　　敘述性統計分析．．．．．．．．．．．．． 87
　　第二節　　研究變數之因素分析與信度檢定．．．．． 93
　　第三節　　個人基本變數與研究變數之差異分析．．．． 99
　　第四節　　研究變數之相關分析與迴歸分析．．．．．．． 106
第五章　　結論與建議．．．．．．．．．．．．．．．．．． 111
　　第一節　　研究結果．．．．．．．．．．．．．．．． 111
　　第二節　　研究限制．．．．．．．．．．．．．．．． 115
　　第三節　　研究建議．．．．．．．．．．．．．．．． 116
參考文獻　．．．．．．．．．．．．．．．．．．．．．． 120
附錄A　　研究問卷．．．．．．．．．．．．．．．．．． 133


表目錄
表 2- 1 品牌權益之衡量指標．．．．．．．．．．．．．．． 34
表 2- 2 品牌權益衡量方法與批評彙整表．．．．．．．．．． 38
表 2- 3 產品認知品質構面之相關文獻彙整表．．．．．．．．．．． 45
表 2- 4 消費者行為之定義彙整表．．．．．．．．．．．．． 54
表 2- 5 消費性產品分類方式彙整表．．．．．．．．．．．．．．． 72
表 3- 1 消費者對化妝品品牌知悉程度之前測．．．．．．．．． 83
表 4- 1 受訪者之婚姻、年齡與學歷狀況分佈．．．．．．．． 87
表 4- 2 受訪者職業與每月平均收入狀況分佈．．．．．．．． 89
表 4- 3 受訪者最常購買化妝品之品牌狀況分佈．．．．．．． 90
表 4- 4 化妝品之購買種類狀況分佈．．．．．．．．．．． 90
表 4- 5 化妝品之購買頻率狀況分佈．．．．．．．．．．． 91
表 4- 6 購買化妝品之型態狀況分佈．．．．．．．．．．． 93
表 4- 7 品牌權益之因素分析與信度檢定．．．．．．．．．． 95
表 4- 8 認知過程之因素分析與信度檢定．．．．．．．．． 97
表 4- 9 購買行為因素分析與信度檢定．．．．．．．．．． 99
表 4- 10 婚姻狀況與各研究變數之差異分析表．．．．．．．． 100
表 4- 11 年齡與各研究變數之差異分析表．．．．．．．．． 101
表 4- 12 學歷與各研究變數之差異分析表．．．．．．．． 102
表 4- 13 職業與各研究變數之差異分析表．．．．．．．．． 104
表 4- 14 每月平均收入與各研究變數之差異分析表．．．．． 106
表 4- 15 各變項之相關分析．．．．．．．．．．．．．．．． 106
表 4- 16 品牌權益對顧客滿意之迴歸分析彙整．．．．．．． 107
表 4- 17 品牌權益三構面對顧客滿意之迴歸分析彙整．．．．． 108
表 4- 18 品牌權益對認知過程之迴歸分析彙整．．．．．．． 109
表 4- 19 品牌權益三構面對認知過程之迴歸分析彙整．．．．． 109
表 4- 20 認知過程對購買行為之迴歸分析彙整．．．．．．． 110
表 4- 21 認知過程三構面對顧客滿意之迴歸分析彙整．．．． 110
表 5- 1 品牌權益、認知過程與購買行為關係之檢定結果表．． 111
表 5- 2 品牌權益與購買行為關係之檢定結果表．．．．．．． 112
表 5- 3 品牌權益與認知過程關係之檢定結果表．．．．．．． 113
表 5- 4 認知過程與購買行為關係之檢定結果表．．．．．．． 114


圖目錄
圖 1-1 研究流程．．．．．．．．．．．．．．．．．．．． 5
圖 2-1 Aaker之品牌權益架構．．．．．．．．．．．．．．．． 18
圖 2-2 品牌知識構面．．．．．．．．．．．．．．．．． 23
圖 2-3 品牌權益之認知構面．．．．．．．．．．．．．．． 26
圖 2-4 陳振燧、洪順慶之品牌權益來源組合類型．．．．． 27
圖 2-5 Brand Dynamics 金字塔．．．．．．．．．．．．． 34
圖 2-6 認知品質之組成模式．．．．．．．．．．．．．． 46
圖 2-7 認知品質之因果模式圖．．．．．．．．．．．．．． 47
圖 2-8 認知品質在消費者決策過程中之角色．．．．．．． 49
圖 2-9 交易效用理論．．．．．．．．．．．．．．．．． 51
圖 2-10 認知價值組成成分．．．．．．．．．．．．．．． 53
圖 2-11 Nicosia 消費者購買行為模式．．．．．．．．．．．． 58
圖 2-12 Howard-Shenth消費者購買行為模式．．．．．．．．． 60
圖 2-13 購買者行為模式．．．．．．．．．．．．．．．．． 63
圖 2-14 EKB 消費者決策模型．．．．．．．．．．．．． 64
圖 2-15 方案評估與購買決策關係．．．．．．．．．．．． 65
圖 2-16 消費者決策模型．．．．．．．．．．．．．．．．． 67
圖 3-1 研究架構．．．．．．．．．．．．．．．．．．．． 77

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