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研究生:陳如婷
研究生(外文):Ju-Tien Chen
論文名稱:促銷活動、品牌形象、顧客滿意度、再購意願之研究-開架式化妝品實證
論文名稱(外文):A Study on Promotion Type、Brand Image、Customer Satisfaction, Repurchase Intention – An Empirical Investigation of Self-selective Cosmetics Products
指導教授:胡同來胡同來引用關係
指導教授(外文):Tung-Lai Hu
口試委員:許鉅秉廖森貴
口試委員(外文):Jiuh-Biing SheuSen-Kuei Liao
口試日期:2009-06-03
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:商業自動化與管理研究所
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:90
中文關鍵詞:促銷活動品牌形象顧客滿意度再購意願
外文關鍵詞:Promotion TypeBrand ImageCustomer SatisfactionRepurchase Intention
相關次數:
  • 被引用被引用:16
  • 點閱點閱:995
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:4
近年來社會經濟發展趨於衰退,原本深受國人喜愛的歐系彩妝品牌,且在國內市場擁有廣大的市占率,由於歐元持續升值,使得保養品與化妝產品隨之調漲,加上物價上揚,消費者購買行為逐漸趨於保守,消費者越來越精打細算,原先非專櫃品牌不用的人,開始認同開架產品的品質與價格。依據台灣產經研究院指出2008年1~9月化妝品產業銷售值較2007年同期衰退2.97%,主要因素在於中間消費客層流失,消費者多於折扣優惠促銷時才上門消費,然而平日奢華精品級品牌則完全不受景氣好壞影響,M型化消費型態,促使中間消費者全走進開架式化妝品市場
本研究將經由相關文獻探討,整合過去學者著作及相關研究,探討企業運用促銷活動與品牌形象是否能做到顧客滿意,增進品牌與顧客的情感性連結,讓顧客不僅成為品牌的忠誠顧客,還要成為品牌的忠實擁戴者。因此將台北市都會區18~38歲的女性開架式化妝品產業之消費者作為研究對象,透過問卷調查法,並以LISREL線性結構模式探討該產業中促銷活動、品牌形象、顧客滿意度與再購意願之關連性。
本研究以開架式化妝品產業為實證對象,探討各變數之關係,研究發現:促銷活動與品牌形象;品牌形象與顧客滿意度;顧客滿意度與再購意願均有正向影響;促銷活動與顧客滿意度則不顯著。以此發現可供研擬行銷策略提供業界做為參考,並期望能提供開架式化妝品業者作為擬定行銷策略的參考依據。
Since economic crisis broken out last year, many people’s attitude toward expenditure became more and more conservative. It’s because the euro appreciate recently cause price of raw material gain. Some people change their consumer habit. They tend to buy self-selective cosmetic products or discounts products. The cosmetic sales in 2008 decrease 2.97% compare to 2007. However, the Msociety causes customers purchasing style toward two different ways.
This research will be conducted via literature review, integrate relevant research and past scholar records, to explore whether business usage of Promotion Type and Brand Image can increase consumer satisfaction, improve emotion connection of brand and customers or not. Therefore, subjects of this research will be focused on female aged from 18-38 who live in Taipei. Using questioner as research methodology, attend with LISREL linear structural model to examine concept of Promotion Type、Brand Image、Customer Satisfaction, Repurchase Intention. Connecting different concepts and scrutinizing causal relation, reflecting on Repurchase Intention to create genuine value and essential profit.
The most significant findings are:
1. There is a significant, positive correlation between Promotion Type and Brand Image.
2. There is a significant, positive correlation between Brand Image and Customer Satisfaction.
3. There isn’t a significant, Promotion Type among Customer Satisfaction.
4. There is a significant, positive correlation among Customer Satisfaction, and Repurchase Intention.
Contributions of the findings are to provide business marketing strategy and managing cosmetic brands. Anticipate that this research can provide businesses in Self-selective Cosmetics Products industries a reference of marketing strategy.
摘 要 I
ABSTRACT III
誌 謝 V
目錄 VI
表目錄 IX
圖目錄 X
第一章、緒論 1
1.1研究動機與問題 1
1.2研究目的 3
1.3研究範圍 3
1.4研究流程 4
第二章、文獻探討 6
2.1促銷活動 6
2.1.1 促銷的定義 6
2.1.2 促銷工具的種類 8
2.1.3 促銷工具的分類 10
2.2品牌形象 13
2.2.1 品牌形象之定義 13
2.2.2 品牌形象之構面 15
2.3顧客滿意度 21
2.3.1 顧客滿意度之定義 21
2.3.2 顧客滿意度衡量 23
2.3.3 顧客滿意度之構面 24
2.4 再購意願 25
2.4.1 再購意願之定義 25
2.4.2 再購買意願的相關研究及構面 27
第三章、研究方法 29
3.1 研究架構 29
3.2 研究假說 30
3.2.1 促銷活動對品牌形象之相關性 30
3.2.2 品牌形象對顧客滿意度的相關性 31
3.2.3 促銷活動對顧客滿意度之相關性 31
3.2.4 顧客滿意度對再購意願之相關性 31
3.3 研究變數的定義與衡量 32
3.3.1 促銷方式 32
3.3.2 品牌形象 32
3.3.3 顧客滿意度 33
3.3.4 再購意願 33
3.4 問卷設計 33
3.5 研究對象與抽樣設計 35
3.5.1 研究對象&抽樣架構 35
3.5.2 抽樣方法與樣本大小 35
3.6 資料分析方法 36
3.7 效度與信度分析 37
3.7.1 效度 37
3.7.2信度 39
第四章、資料分析與結果 42
4.1 樣本資料之分析 42
4.1.1樣本銷售情形 42
4.1.2樣本結構分析 46
4.2 線性結構關係模式之建立與分析 51
4.2.1 相關分析 52
4.2.2 線性結構關係架構分析 52
4.2.3 線性結構關係模式評估 54
4.3 模式之假說檢定 59
4.3.1 促銷活動與品牌形象之影響 59
4.3.2 品牌形象與顧客滿意度之影響 60
4.3.3 促銷活動與顧客滿意度之影響 61
4.3.4 顧客滿意度與再購意願之影響 62
4.3.5變數間影響效果分析 63
第五章 結論與建議 65
5.1 研究結論 65
5.2 行銷涵義 66
5.3 研究貢獻 67
5.4 研究限制 69
5.5 未來研究建議 69
參考文獻 71
附錄A : 研究問卷 78
附錄B:產業分析 83
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1. 廣告宣傳的有效性-以開架式化妝品為例
2. 包裝設計的行銷策略對女性消費者購買行為影響之研究- 以開架式化妝品區為例
3. 開架式化妝品包裝意象對消費者行為影響之研究
4. 品牌經營與行銷策略之研究-以開架式化妝品為例
5. 品牌形象、促銷方式對知覺價值及購買意願關係之影響-以化妝品為例
6. 百貨公司專櫃與開架式商店化妝品顧客滿意度分析
7. 通路商店印象對通路品牌偏好及購買意願的影響研究 -以開架式化妝品消費者為例
8. 品牌策略、品牌體驗、顧客滿意度、顧客忠誠度與品牌績效之研究-生技醫學美容業實證
9. 國家形象,品牌形象,涉入程度對消費者購買意願之影響---以開架式化妝品與開架式保養品為例
10. 針對女性上班族使用開架式化妝品購買行為之研究-以大台北都會區女性上班族為例
11. 以交易成本觀點探討消費者對開架式化妝品之再購意願分析-以台北市大專院校大學部女學生為例
12. 顧客關係、服務品質、品牌形象、顧客滿意度與再購意願間關係之研究-以銀行業為例
13. 從生活型態探討消費者購買開架式彩妝品消費者行為及市場區隔之研究—以台北市女性消費者為例
14. 開架式彩妝保養品行銷策略分析-以連鎖藥妝店屈臣氏為例
15. 精品化妝品之品牌形象、產品品質、服務品質、知覺價值與顧客滿意度關係之研究