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研究生:黃秋珍
研究生(外文):Ciou-Jhen Huang
論文名稱:品牌來源國形象、產品知識對消費者購買意願的影響-以醫學美容保養品為例
論文名稱(外文):The Effect of Country-of-Origin Image and Product Knowledge on Consumer''s Purchase Intention: An Example of Cosmeceutical
指導教授:周泰華周泰華引用關係周瓊珍周瓊珍引用關係
指導教授(外文):Tai-hwa Chowkimjean Chow
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:91
中文關鍵詞:通路型態滿意度購買意願產品知識品牌來源國形象
外文關鍵詞:Country of OriginProduct KnowledgePurchase IntentionChannel TypesCustomer’s Satisfaction
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現代人對於肌膚保養的觀念,已由最基本的維持皮膚現狀的要求,提升至預防老化的層次,除了可以藉由微型美容手術快速達到目的外,也有消費者選擇較低風險而且成效也不錯的醫學美容保養品來使用。近年來,醫學美容保養品市場規模不斷地成長,也有許多國際性化妝保養品牌爭相投入此區隔市場。由於醫學美容保養品本身產品特性的關係,而當消費者面臨眾多選擇的情況之下,是否產品的來源國形象以及消費者的產品知識會影響其購買意願,成為本研究關切的議題之一。
本研究除了探究品牌來源國形象、產品知識對消費者購滿意願的影響之外,同時希望進一步瞭解不同品牌來源國之間的消費者滿意狀況;人口統計變項與通路型態之間的關係以及人口統計變數與通路型態是否會干擾消費者滿意度。
本研究以曾經使用過來自法國、美國以及台灣醫學美容保養品的消費者為研究對象,進行網路問卷調查。調查結果發現,消費者購買通路以「開架式」與「網路購物」這兩種型態最多;也證實品牌來源國形象以及產品知識均對消費者購買意願有顯著性正向影響;法國的醫學美容保養品的消費者滿意度勝過台灣的醫學美容保養品的消費者滿意度,而人口統計變數以及通路型態皆不會干擾不同來源國之間的消費者滿意度。
Modern people pursue skin beauty no longer stays at the stage of basic skin maintenance. Some of them turn to the assist of cosmetic surgery, but some choose to use low-risk and good-effect cosmeceuticals. Recently, the fast growth of beauty care market scale has attracted lots of leading cosmetics brands going to the segmentation of market. Especially, as consumers face many products to choose from, whether country-of-origin and consumers’ product knowledge affect their purchase intention becomes the main point of this study.
Furthermore, the study also seeks to explore the customer’s satisfaction toward different Country-of-Origin(COO) and the effect of COO on customer’s satisfaction through using demographics variables and channel types as mediating variables. On the other hand, the relationship between demographics variables and channel types is also worthwhile to examine.
This study selects the consumers who have ever used cosmeceuticals from America, France, or Taiwan as the study objects. The results show as the following. First, this study discovers that self-selective and online shopping are the channels which consumers often have access to. Second, the finding also supports that both of COO and consumer’s product knowledge have positive effect on consumer’s purchase intention. Third, consumers using French products are more satisfied than ones using Taiwan’s products. Last, the influence of COO on purchase intention for neither demographics variable nor channel types are not significant.
致謝辭
中文摘要....................................................................................................................I
英文摘要…………………………………………………………………………………………………………….II
表目錄………………………………………………………………………………………………………………IV
圖目錄………………………………………………………………………………………………………………VI

第一章 緒論
第一節 研究背景與動機……………………………………………………1
第二節 研究目的……………………………………………………………4

第二章 文獻探討
第一節 來源國………………………………………………………………5
第二節 產品知識……………………………………………………………12
第三節 購買意願……………………………………………………………16
第四節 顧客滿意度…………………………………………………………19
第五節 通路型態……………………………………………………………22
第六節 文獻小結……………………………………………………………26

第三章 研究方法
第一節 研究架構……………………………………………………………28
第二節 研究變數與操作性定義……………………………………………30
第三節 問卷設計……………………………………………………………32
第四節 抽樣計畫……………………………………………………………36
第五節 資料分析方法………………………………………………………38

第四章 化妝保養品產業分析
第一節 醫學美容保養品……………………………………………………40
第二節 國內化妝保養品市場概況…………………………………………42
第三節 化妝保養品產業未來機會與挑戰…………………………………45


第五章 資料分析
第一節 信度分析……………………………………………………………47
第二節 敘述性統計分析……………………………………………………48
第三節 列聯表分析…………………………………………………………52
第四節 變異數分析…………………………………………………………56
第五節 多元迴歸分析………………………………………………………63

第六章 結論與建議
第一節 研究結論……………………………………………………………65
第二節 研究貢獻……………………………………………………………67
第三節 研究限制……………………………………………………………68
第四節 研究建議……………………………………………………………69

參考文獻……………………………………………………………………………..70
附錄:正式問卷……………………………………………………………………….77
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