臺灣博碩士論文加值系統

　　女性對於美麗的要求越來越高，需求也越來越多；在台灣女性保養觀念已成生活一部分且已達成熟階段，台灣保養市場潛力大、消費者勇於嘗試新品的心態與驚人的保養品消費能力，讓全球許多保養化妝品大廠愈來愈重視台灣市場，也使得台灣消費者愈來愈有機會可以與世界同步。我國政府為順應此一潮流，明確的將保養化妝品工業列為「挑戰2008：國家發展重點計畫」推動的項目之一，目的就是希望促進保養化妝品產業的發展更加活躍、帶動國民愛用國產保養品，進而強化國內廠商進軍國際市場的競爭力。

　　消費者在面對市場上千變萬化的商品時，必須進行商品與品牌的選擇，而消費者在購買前對於各種商品或品牌可能已經存在一種正面或負面的看法，也就是消費者對各品牌所持有的「品牌態度(Brand Attitude)」。消費者對保養品的態度，會受產品面、價格面、通路面及推廣面等相關屬性的影響；本研究聚焦於可能影響消費者態度之推廣面及產品面因素，選擇廣告代言人及品牌來源國探討此二變數對消費者品牌態度之影響。再者消費者除了憑藉本身或別人的購買經驗外，亦會運用各種管道收集非個人資訊協助購買決策。因此，本研究另加入資訊來源變數，將資訊來源部分區分為個人與非個人來源二類，探討消費者在購買保養品時，除行銷組合相關變數外，資訊來源對品牌態度的影響。
　　本研究以百貨公司專櫃品牌保養品之消費者為研究對象，採用問卷調查方式取得實證分析所需資料。研究結果顯示，不同品牌來源國的保養品對消費者的品牌態度有顯著影響，廣告代言人的可信度與資訊來源對品牌態度僅呈現正向但未達顯著影響。推論其原因，可能是來源國形象足以做為影響品牌態度的前置變數，而品牌態度確實能夠轉移至品牌權益，使得品牌權益構面皆獲得強化效果，進而引發消費者對保養品的購買意圖。然而，在品牌權益與受訪者購買意願兩者之間關係方面，僅知覺品質對購買意圖產生顯著影響，顯示當消費者心中認為保養品品質愈佳時，愈能引發對該品牌的購買意圖，研究結果也驗證了Aaker (1991)的說法，高品牌權益產品的確會引起消費者產生正面的購買意圖。

The quest for beauty by women is getting more intense and the female consumers demand for more beauty-aid products. This phenomenon proves that the concept of the skin care has matured in Taiwan and becomes a part of these female customers’ life. The potential of Taiwan’s skincare market and the willingness of female consumers to try new skincare products have encouraged some global skincare brands to treat Taiwan as an important market and introduce leading-edge products here. To ride the tide of the flourishing skincare product market, the government considers the development of the skincare product industry a main theme in ‘Challenge 2008 ─ Council for Economic Planning and Development’.
When facing so many varieties of products and brands, consumers have to make choices and they often have kept a positive or negative attitude to each product before purchase. Brand attitudes could be influenced by product attributes, price attributes, channel attributes and promotion attributes. This is also true in skincare product purchase.
This study focuses on product attributes and promotion attributes and investigates the influence of the endorser image and country-of-origin on brand attitude. Besides, people often make purchase decision based on their own and others’ past experiences and also on information from external sources. Therefore, this study also considers whether internal and external sources of information influence skincare brand attitudes.
A survey was conducted through department store interception. The results show as follows:
1.Country-of-origin has a positive and significant impact on brand attitudes.
2.The endorser image and sources of information have positive but not significant impacts on brand attitudes.
3.There is a positive effect of brand attitude on brand equity and in turn on repurchase intention.
4.Only perceived quality has a positive and significant impact on purchase intention. This implies that the most important concern for skincare product customers is perceived quality. This result also confirms Aaker’s conclusion (1991) of which higher brand equity leads higher purchase intention.

第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 1
第三節 研究對象與範圍 2
第四節 論文架構及研究流程 3
第二章 文獻探討 5
第一節 品牌相關範疇 5
第二節 品牌態度的相關範疇 15
第三節 代言人之相關研究 16
第四節 來源國形象 19
第五節 保養化妝品市場 22
第三章 研究方法 30
第一節 研究架構 30
第二節 研究假說 30
第三節 各變數之操作性定義 33
第三節 問卷設計與抽樣方法 37
第四節 資料分析方法 38
第五節 前測問卷項目與信效度分析 39
第四章　資料分析結果 42
第一節 樣本分析 42
第二節 信效度分析 44
第三節 變異數分析 49
第四節 結構方程模式分析 50
第五章　結論與建議 55
第一節 研究結論 55
第二節 理論貢獻 57
第三節 實務義涵 57
第四節 研究限制 58
第五節 未來研究方向 58
參考文獻 60
附錄一 前測問卷 75
附錄二 正式問卷 79

一、中文部分
王怡民 (2002)，「消費者對於商店品牌態度與購買行為關聯之研究」，國立高雄第一科技大學行銷與流通管理系碩士論文。

王朝生 (2001)，「品牌權益、品牌偏好與購買意圖關係之研究：品牌權益之整合性架構」，國立成功大學企業管理學系碩士論文。

任芙儀 (2003)，「品牌忠誠度與顧客終身價值之研究」，淡江大學國際貿易學系碩士論文。

朱顒 (2001)，「網路商店品牌權益影響因素之研究」，國立雲林科技大學企業管理系碩士論文。

李光勳 (2004)，「廣告代言人與代言品牌的形象差異性及代言人可信度對廣告效果影響之研究」，東吳大學企業管理系碩士論文。

李欣盈 (2006)，「多元通路購物者之顧客滿意與通路忠誠」，國立台北大學企業管理學系碩士論文。

李明賢 (2003)，「台灣大專院校女學生化妝品消費行為研究」，國立中山大學企業管理學系碩士論文。

吳文村 (2001)，「產品製造來源國之國家形象、價格折扣與品牌知名度對於消費者產品評價之影響」，國立成功大學國際企業研究所碩士論文。

吳克振 (2001)，「品牌管理」，華泰文化事業股份有限公司，台北。

吳明隆 (2006)，「SPSS統計應用學習實務 : 問卷分析與應用統計」，知城數位科技，台北。

吳建宗 (2001)，「廣告訴求、代言人類型對推廣核能發電之溝通效果」，國立交通大學經營管理研究所碩士論文。

吳蕙妤 (2004)，「百貨公司商店品牌權益衡量之研究 : 以購物動機為基礎」，朝陽科技大學企業管理研究所碩士論文。

何明純 (2003)，「女性在網路上購買化妝保養品之行為研究」，南華大學傳播管理研究所碩士論文。

沈雲驄與湯宗勳 (1998)，「品牌行銷法則－如何打造強勢品牌」，商周出版，台北。

呂錦棠 (2003)，「品牌形象與來源國形象關係之研究 : 產品屬性效果之探討」，元智大學管理研究所碩士論文。

邱皓政 (2000)，「量化研究與統計分析 : SPSS中文視窗版資料分析範例解析」，五南圖書出版有限公司，台北。

施存柔 (2002)，「來源國形象、品牌定位與銷售通路對化妝品消費者態度之影響」，國立政治大學國際貿易研究所碩士論文。

施翠娟 (2004)，「知覺品質、品牌聯想對品牌權益因素之研究 : 以新聞網站為例」，銘傳大學傳播管理研究所碩士論文。

郭永盛 (2006)，「以「品牌識別要素」建立「顧客基礎品牌權益」-Aaker蜂窩模型觀點」，國立台北大學企業管理學系碩士論文。

郭貞伶 (2004)，「生活型態、產品屬性與購買情境對消費者涉入與購買意願之影響-以女性化妝品為例」，國立屏東商業技術學院行銷與流通管理系碩士論文。

張銘純 (2002)，「品牌策略、組織系絡性變數、組織設計策略與品牌權益關係之研究」，中原大學企業管理系碩士論文。

張嘉文 (2001)，「化妝品不同通路型態之消費者特性研究」，淡江大學管理科學研究所碩士論文。

陳怡君 (2003)，「來源國與商店型態對消費者態度之影響 : 以化妝品為例」，真理大學管理科學研究所碩士論文。

陳東霖 (2005)，「企業形象、品牌來源國對品牌權益的影響研究 : 以化妝品為例」，立德管理學院國際企業管理研究所碩士論文。

陳俊碩 (2005)，「品牌來源國國家形象、產品知識與產品涉入程度對消費者購買決策影響之研究 : 以保險與餐飲服為例」，真理大學管理科學研究所碩士論文。

陳淑慧 (2003)，「促銷推廣對化妝品消費者之消費價值評估與購買意願之影響」，南華大學管理科學研究所碩士論文。

黃巧萍 (2004)，「保養品品牌形象一致性對購買行為影響之研究」，淡江大學管理科學研究所碩士論文。

黃治蘋 (2005)，「C行銷 : 第一本名人代言行銷聖經」，早安財經文化出版，台北。

黃韋仁 (2002)，「形象策略、品牌權益與顧客終身價值關係之研究 : 以咖啡連鎖店類型之實證」，中原大學企業管理系碩士論文。

黃鈺文 (1990)，「不同品牌來源國與制造地對消費者產品信念與態度之影響」，國立政治大學國際貿易研究所碩士論文。

黃銘永 (2002)，「台灣烘焙業品牌形象建構之研究」，中原大學企業管理系碩士論文。

葉相億 (2001)，「購併組合及品牌名稱對消費者態度之影響」，國立政治大學國際貿易學系碩士論文。

游彗菁 (2004)，「網路水貨化妝保養品之消費者特性、態度及購買行為之關係」，國立交學大學管理科學研究所碩士論文。

曾瑞媛 (2000)，「品牌來源國及品牌權益影響消費者購買產品及服務意願之研究」，真理大學管理科學研究所碩士論文。

溫正忠 (2002)，「影響化妝品品牌權益因素之實證研究」，元智大學管理研究所碩士論文。

蔡大山 (2005)，「全球性品牌與地方性品牌對消費者行為影響之比較研究 : 以西式炸雞速食業為例」，朝陽科技大學企業管理系碩士論文。

蔡幼青 (2003)，「女性彩妝品品牌忠誠度之研究」，淡江大學管理科學研究所碩士論文。

潘貝盈 (2003)，「價格折扣型式、相對折扣幅度、消費態度與消費者期望行為之關係」，中國文化大學國際企業管理研究所碩士論文。

賴宛琦 (2005)，「產品相關屬性資訊處理與消費者認知及偏好行為之分析：以女性保養品為例」，國立臺灣大學國際企業學研究所碩士論文。

賴貞秀 (2003)，「我國保養化粧品市場的背景與發展趨勢」，化工資訊月刊，第十七卷第一期，34-38頁。

盧葦蓁 (2003)，「透過品牌要素、廣告代言人形成品牌態度之研究-以少淑女流行服飾業為例」，銘傳大學管理科學研究所碩士論文。

謝坤穎 (2005)，「卡通代言人對廣告態度、品牌態度與購買意圖影響之研究」，國立中央大學企業管理研究所碩士論文。

謝萬隆 (1993)，「生產地與品牌來源國對消費行為影響之研究」，國立台灣大學商學系碩士論文。

二、英文部分
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Ajzen, I. and M. Fishbein (1975), Belief, Attitude, Intention and Behavior, Addision-Wesley Publishing Company, Inc.

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