消費者意識抬頭，因此產品品質受到社會大眾之重視。所以當消費者對所購買之產品品質有所不滿意時，可能會產生抱怨。在網際網路不發達的時代，消費者對於產品的抱怨無法很快傳播給其他消費者得知。然而，透過網際網路而發展的意見交換平台已逐漸普及且多樣化，消費者可利用此管道分享己身之消費經驗及搜尋相關產品之使用經驗。而此消費者行為的產生，即形成網路口碑。因此，本研究探討在化妝品產業，產品品質口碑對消費者品牌形象、品牌態度及購買意願之影響。
經文獻探討，將口碑的三大特性為本研究之自變性，分別為正負面口碑、口碑多寡及不同品牌口碑，探討其對品牌形象、品牌態度及購買意願之影響。而其中的品牌則採台灣化妝品產業的三大品牌，分別為台鹽公司的「綠迷雅」、台塑生醫公司的「芙緹」及台糖公司的「詩丹雅蘭」。
本研究以問卷的方式進行資料蒐集，問卷內容則分為口碑留言部份及問項填答部份。研究對象為大台北地區20歲至40歲的女性，共回收698份問卷。分析結果如下：
1. 產品品質口碑之正負程度的確影響消費者之品牌形象、品牌態度及購買意願。唯負面口碑與中立口碑相同，對購買意願不具影響力。
2. 產品品質口碑訊息多寡並非影響口碑對消費者之品牌形象、品牌態度及購買意願的主要因素之一，但其與產品品質口碑正負程度的交互作用，對品牌形象、品牌態度有顯著影響。
3. 品牌的不同會左右口碑對消費者之品牌形象的影響程度，且擁有愈正面品牌形象、愈高知名度的品牌，其品牌形象愈不受正負程度口碑的影響。

People pay more attention to the quality of product. Therefore, if the consumers are unsatisfied with product quality, they may result in complain unhappily. And consumers’ complains can be spread soon via the internet, especially when the internet platform can let consumers freely exchange their consuming experience. Hence, this study intends to investigate the influence of word-of-mouth of product quality on brand image, brand attitude, and purchase intention in the cosmetic Industry.
Based on literature reviews, this study utilizes three characteristics about word-of-mouth as the independent variables. These characteristics are positive and negative degree word-of-mouth, number of word-of-mouth and three brands of cosmetic’s word-of-mouth (LU-MEL, FORTE, and Stanlen).
The questionnaire is key data collecting method and its’ content include two parts:
firstly, the word-of-mouth of product quality about cosmetic, and should be read by the interviewers before going to answer the second part. Secondly, the serious of questions the interviewers should answer.
The main findings of this study are as followings:
1. Positive and negative degree word-of-mouth of product quality is the factor affecting brand image, brand attitude and purchase intention. However, negative degree word-of-mouth has no effect on purchase intention as neutral degree word-of-mouth.
2. Number of word-of-mouth of product quality is not the factor affecting brand image,brand attitude and purchase intention. But when it interacts with positive and negative degree word-of-mouth, it will exercise impact on brand image and brand attitude.
3. Different brands have different influence of word-of-mouth on brand image, and if the brand has more positive image and more well-known, it will be less affected by
positive and negative degree word-of-mouth than others.

目錄
第一章 緒論……………………………………………………..............1 　　　　　　　　　　　　　　　　　　　　　　　
1.1 研究背景及動機……………………………………………………….................1
1.2 研究目的……………………………………………………………….................3
1.3 觀念架構……………………………………………………………….................4
1.4 假設建立……………………………………………………………….................5
1.5 變數定義……………………………………………………………….................6
1.6 實驗設計…...…………………………………………………………..................8
1.7 問卷設計………………………………………………………………...............13
1.8 樣本抽樣方法…………………………………………………………...............15
1.9 樣本結構分析……………………………………………………..…….............16
1.10 分析方法……………………………………………………………….............18
1.11 信度分析……………………………………………………….........................19
1.12 研究流程……………………………………………………………….............20
第二章 產品品質、口碑、品牌效果之意義分析……………................21
2.1 產品品質………………………………………………………………...............21
2.2 口碑……………………………………………………………………...............27
2.3 品牌……………………………………………………………………...............32
第三章 台灣三大化妝品公司（台鹽、台塑、台糖）之分析....................36
3.1 化妝品產業簡介………………………………………………………...............36
3.2 台鹽「綠迷雅」、台塑「芙緹」、台糖「詩丹雅蘭」簡介…………...........................44 第四章 資料結果分析............…………………………………............59
4.1 口碑正負程度主效果……………………………………………………...........59
4.2 口碑訊息多寡主效果……………………………………………………...........62
4.3 品牌主效果………………………………………………………………...........64
4.4 變數間交互作用…………………………………………………………...........66
4.5 假設檢定總整理………………………………………………………………...76
第五章 結論與建議……………………………………………............77
5.1 研究結論…………………………………………………………………...........77
5.2 行銷管理意涵……………………………………………………………...........80
5.3 研究限制………………………………………………………………...............85
5.4 研究貢獻及後續研究建議………………………………………………...........86
參考文獻…………………………………………………………..........88
附錄一 預試問卷…………………………………………………………..............93
附錄二 正式問卷 問卷部份……………………………………………..............98
附錄三 正式問卷 操作部份……………………………………………............100

表次
表1-1: 不同正負程度留言分配情形……...................................................................6
表1-2: 符合條件之正、負留言……………………………………………................9
表1-3: 正、負面留言訊息之最高與最低了解度及說服度…………...…..............10
表1-4: 正、負面留言訊息之最高與最低了解度及說服度檢定………..….............10
表1-5: 同一正負程度留言之正負程度差異檢定…..…………………..….............10
表1-6: 留言差異檢定…..………………………………………………..….............11
表1-7: 本研究之實驗設計…..…………………………………………..….............12
表1-8: 回收樣本年齡分佈…..…………………………………………..….............16
表1-9: 操作分組之樣本數彙整表…………..…………………………..….............16
表1-10: 受訪者每月可支配所得……..……………………………….....................17
表1-11: 受訪者教育程度……..…………………………………………….............17
表1-12: 信度之衡量……..………………………………………………….............19
表2-1: 網路口碑傳播之途徑…..…………………………………………...............29
表3-1: 化妝品分類…..……………………………………………………...............36
表3-2: 2001年全球各區域之化妝品消費比重…...………………………..............38
表3-3: 2001年全球前三大廠商市佔率…...………………………………..............39
表3-4: 主要國家進出口排名…..…………………………………………...............42
表3-5: 我國前三廠商的市佔率…..………………………………………...............42
表3-6: 2003年台鹽主要產品及營業比重 …...…………………………................47
表3-7: 台鹽生技加盟店分佈情形…..……………………………………...............48
表3-8: 台鹽近年財務資料…..……………………………………………...............50
表3-9: 台糖近年來財務資料…..…………………………………………...............58
表4-1: 產品品質口碑正負程度多變量變異數分析…..…………………...............60
表4-2: 產品品質口碑正負程度平均數及標準差…..……………………...............60
表4-3: 產品品質口碑正負程度之事後多重比較檢定…..………………...............61
表4-4: 產品品質口碑訊息多寡多變量變異數分析…..…………………...............62
表4-5: 產品品質口碑訊息多寡平均數及標準差…..……………………...............63
表4-6: 品牌多變量變異數分析…..………………………………………...............64
表4-7: 品牌平均數及標準差…..…………………………………………...............65
表4-8: 品牌對品牌形象之事後多重比較檢定…..………………………...............65
表4-9: 產品品質口碑正負程度*口碑訊息多寡多變量變異數分析…..….............67
表4-10: 產品品質口碑正負程度*口碑訊息多寡平均數及標準差…….................67
表4-11: 產品品質口碑正負程度*品牌多變量變異數分析……..………...............70
表4-12: 產品品質口碑正負程度*品牌平均數及標準差……..…………...............70
表4-13: 產品品質口碑正負程度*品牌對品牌形象之事後多重比較…….............71
表4-14: 產品品質口碑訊息多寡*品牌多變量變異數分析……..………...............74
表4-15: 產品品質口碑訊息多寡*品牌平均數及標準差……..…………...............74
表4-16: 假設檢定結果……..…………………………………………….................76
表5-1: 台灣三大化妝品品牌網路口碑之管理比較.................................................84


圖次
圖1-1: 觀念架構圖…..……………………………………………………………….4
圖1-2: 研究流程…..………………………………………………………………...20
圖2-1: 認知產品品質之組成…..…………………………………………………...24
圖3-1: 2002年台灣化妝品市場分佈圖…...………………………………………..40
圖3-2: 歷年產值及進出口值變化…..……………………………………………...41
圖3-3: 2003年台灣化妝保養品產品進口分布…...……………………………..…41
圖4-1: 產品品質口碑正負程度與產品品質口碑訊息多寡對品牌形象交互作用圖..................................................................................................................................68
圖4-2: 產品品質口碑正負程度與產品品質口碑訊息多寡對品牌態度交互作用圖..................................................................................................................................68
圖4-3: 產品品質口碑正負程度與產品品質口碑訊息多寡對購買意願交互作用圖..................................................................................................................................69
圖4-4: 產品品質口碑正負程度與品牌對品牌形象交互作用圖…..……………...72
圖4-5: 產品品質口碑正負程度與品牌對品牌態度交互作用圖…..……………...72
圖4-6: 產品品質口碑正負程度與品牌對購買意願交互作用圖……….…………73

參考文獻
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周文賢（2002），多變量統計分析：SAS/SAT使用方法，初版，台北市：智勝文化事業有限公司
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留淑芳（2003），網路口耳相傳訊息特性及接受者行為特質對態度形成之影響，國立臺灣大學商學研究所博士論文
陳定國（2005），現代行銷管理學（上）─行銷理論分析，初版，台北市：華泰文化事業股份有限公司
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鄭佩玲（2001），口耳相傳效果對消費者態度形成之影響─以網路留言版為例，國立政治大學國際貿易學系碩士論文
蔡姍樺（2003），品牌聯盟類型與結伙伴的品牌形象對消費者態度及購後不滿意之影響分析------以資訊零組件廠商為例，國立政治大學國際貿易學系碩士論文
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《生技時代》（2004/05），第30期，pp.86-88
《化工資訊與商情》（2004/11），第17期，pp.21-79
《永續產業發展雙月刊》（2005/03/15），第19期，pp.68-79
《卓越雜誌》（2004/8），第240期，pp.178-179
《廣告雜誌》（Adm），（2004/10），第161期，pp.62-65
《廣告雜誌》（Adm），（2004/11），第162期，pp.24-79
《廣告雜誌》（Adm），（2005/04），第167期，pp.18-89


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三、網站部份
Fashionguide時尚美容討論區（http://www.fashionguide.com.tw/）
TWNIC-財團法人台灣網路資訊中心（http://www.twnic.net/）
工業技術研究院（http://www.itri.org.tw/）
中小企業升級轉型資訊網（http://www.technomart.org.tw/）
中華民國經濟部（http://w2kdmz1.moea.gov.tw/）
化�菻~使用心得入口網站（http://www.urcosme.com/）
化�菻O養品產業資訊網（http://www.cosmetic.org.tw）
公開資訊觀測站（http://newmops.tse.com.tw/）
台經院產經資料庫（http://tie.tier.org.tw/tie/index.jsp?data_base_id=DB001）
台鹽公司全球資訊網（http://www.tsicorp.com.tw/）
台塑生醫科技服份有限公司（http://www.forte.com.tw/）
台糖公司全球資訊網（http://www.taisugar.com.tw/）
經濟部工業局（http://www.moeaidb.gov.tw/）
經濟部生物技術與醫藥工業發展推動小組（http://www.biopharm.org.tw/）