臺灣博碩士論文加值系統

隨著時代環境的變遷，人際關係互動密切，化妝保養除了自我追求美感，也被視為一種禮貌的表現。且近幾年來使用化妝品的年齡層愈趨下降，年輕消費族群占整體消費者的比例也逐年增加，使得化妝保養品的銷售量逐年攀升。
本研究將促銷形式中的「價格促銷」及「贈品促銷」納入研究設計中，想從中了解價格與贈品兩種促銷形式對消費者的購後失調及再購意願是否造成顯著的影響。
本研究透過便利性抽樣進行問卷調查，此次問卷發放共回收514份，回收率為78.4%。本研究使用SPSS與AMOS統計軟體，採結構方程模式(SEM)來進行實證研究。

Along with the time and environment vicissitude, the relationship between people is closer than the past. Putting on make-up is not only to pursue a self-sense of esthetic, but also is a kind of polite behavior. In the last few years, the average age of cosmetics user has decreased and the proportion of the young consumer in total is increasing in recent years. It makes sales volume of cosmetics has been growing in number year by year.
The purpose of this study is to explore the relation among price promotion, Premiumn Promotion, post-purchase dissonance and repurchase intention.
We used convenience sampling for research method, and returned the 514 valid questionnaires in total. The valid return rates of 78.4%. This research adopted SPSS and AMOS statistical Software and the li-near structural relation model to test the verification of the research hypothesis.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． vii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． ix
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景與．．．．．．．．．．．．．． 1
　　第二節　　研究目的．．．．．．．．．．．．．．． 3
　　第三節　　研究範圍．．．．．．．．．．．．．．． 4
　　第四節　　研究流程．．．．．．．．．．．．．．． 4
第二章　　文獻探討．．．．．．．．．．．．．．．．． 6
　　第一節　　促銷形式．．．．．．．．．．．．．．． 6
　　第二節　　購後失調．．．．．．．．．．．．．．． 9
　　第三節　　消費者滿意度．．．．．．．．．．．．． 13
　　第四節　　再購意願．．．．．．．．．．．．．．． 15
　　第五節　　變異數間關聯性之探討．．．．．．．．． 16
第三章　　研究方法．．．．．．．．．．．．．．．．． 20
　　第一節　　研究架構．．．．．．．．．．．．．．． 20
　　第二節　　操作性定義與衡量方法．．．．．．．．． 21
　　第三節　　抽樣方法．．．．．．．．．．．．．．． 24
　　第四節　　資料分析方法．．．．．．．．．．．．． 26
第四章　　資料分析．．．．．．．．．．．．．．．．． 29
第一節　　描述性統計分析．．．．．．．．．．．． 29
第二節　　人口統計變數與個構面之關係．．．．．． 32
第三節　　問卷量表信效度分析．．．．．．．．．． 35
第四節 結構方程模式分析．．．．．．．．．．． 39
第五章　　研究結論與建議．．．．．．．．．．．．．． 45
第一節　　研究結論．．．．．．．．．．．．．．． 45
第二節　　研究限制與建議．．．．．．．．．．．． 46
參考文獻　．．．．．．．．．．．．．．．．．．．．． 49
附錄　　研究問卷A．．．．．．．．．．．．．．．．．． 62

表目錄
表 2- 1 促銷定義之相關研究整理．．．．．．．．．．． 7
表 2- 2 顧客滿意度定義．．．．．．．．．．．．．．． 14
表 3- 1 勞動力人口比例．．．．．．．．．．．．．．． 24
表 3- 2 前測問卷信度分析．．．．．．．．．．．．．． 25
表 4- 1 人口統計樣本統計敘述．．．．．．．．．．．． 29
表 4- 2 性別對各變項之t 檢定分析．．．．．．．．．． 32
表 4- 3 婚姻對各變項之t 檢定分析．．．．．．．．．． 33
表 4- 4 各變項分析．．．．．．．．．．．．．．．．． 34
表 4- 5 信度分析．．．．．．．．．．．．．．．．．． 36
表 4- 6 驗證性因素分析．．．．．．．．．．．．．．． 37
表 4- 7 區別效度暨相關係數．．．．．．．．．．．．． 38
表 4- 8 測量模型之變數．．．．．．．．．．．．．．． 41
表 4- 9 理論結構模式之路徑係數與假說驗證．．．．．． 42
表 4- 10 檢測顧客滿意度是否具有中介效果．．．．．．． 44

圖目錄
圖 1-1 研究流程圖 ．．．．．．．．．．．．．．．．．． 5
圖 2-1 消費者購後行為模式．．．．．．．．．．．．．． 11
圖 3-1 本研究之觀念性架構．．．．．．．．．．．．．． 20
圖 4-1 結構關係模式路徑圖．．．．．．．．．．．．．． 39
圖 4-2 路徑分析圖．．．．．．．．．．．．．．．．．． 41

一、中文部份

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陳韋達翻譯(2000)，新化妝品學，台北：合記，譯自光井武夫。
陳澤義(2005)，服務管理。臺北市：華泰文化
陸玉蘭(2000)，消費者生活型態與促銷活動對於品牌忠誠度之影響－以台北市大專女學生彩妝化妝品消費者為例，東吳大學企業管理研究所未出版之碩士論文。
黃麗霞(2002)，贈品促銷形式對消費者的知覺價值與購買意願之影響，國立台灣大學商學研究所未出版之博士論文。
蔡幼青（2002）彩妝品品牌忠誠度之研究，淡江大學管理科學系未出版之碩士論文。
賴慧如（2005）男性保養品市場之關鍵成功因素之探討，私立淡江大學商學院國際商學碩士在職專班未出版之碩士論文。
盧珀芳（2006），推廣工具對產品試用與再購行為之影響－以國內化粧保養品為例，國立台北大學合作經濟學系未出版之碩士論文。
羅智威（2006），產品種類、價格促銷與品牌知名度對消費者產品品牌評價與再購意願影響之研究，靜宜大學企業管理學系未出版之碩士論文。
廖子賢、陳亭羽（2008），產品知識、焦慮與購後失調之關係研究，管理與系統，15(3)，pp. 411-438。

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