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研究生:徐騏緯
研究生(外文):Chi-Wei Hsu
論文名稱:影響消費者網購美妝保養品的資訊來源研究
論文名稱(外文):A Study on Source of Information to Affect Online Buying Cosmetics Consumer
指導教授:張文華張文華引用關係
口試委員:莊淳淩林榮禾
口試日期:2012-06-21
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:工業工程與管理系碩士班
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:107
中文關鍵詞:網購美妝保養品資訊來源因素分析集群分析
外文關鍵詞:On-line ShoppingCosmeticsSources of InformationFactor AnalysisCluster Analysis
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  隨著國人消費品質提升,化妝品可說是大眾生活之必需品之一,並隨著科技日新月異,國人消費美妝保養品的方式從傳統的實體店面增加了網路購物的選擇,並利用網路無遠弗屆的特性進行產品的比較、資訊的搜尋,或是利用雲端科技以影像或圖片向親朋好友傾訴產品的好壞等。
  本研究從消費者角度分析,試圖探索顧客購買產品的資訊來源方式,包含口碑、置入性行銷、網路廣告以及網路社群經營,並從中探討哪一種資訊來源能夠引起消費者購買美妝保養品,此次研究將帶給網路經營美妝保養品之相關業者進行網路行銷方式的構思以及進行產品行銷之決策分析。
  本研究採用問卷調查法來找出消費者網購美妝保養品時,主要考慮的資訊來源種類為何,並且使用敘述統計以及因素分析將消費者普遍購買之美妝保養品與網路資訊來源的相關性做聯結,利用集群分析進一步將消費者之特性分為代言群、網路群以及口碑群的消費者,探討其購買產品屬性及種類與資訊來源的關係。研究發現資訊來源的變數中以網路行銷與介面互動的構面解釋變異量最大,在消費者眾多特性中以代言群所占的比例最多。本研究結果突顯消費者雖然喜歡使用網路的資訊來源了解產品資訊,但對於傳統的代言及口碑資訊同樣受到關注,美妝保養品相關業者在兼顧傳統資訊來源進行行銷的同時,如何在網路眾多資訊來源中,取得消費者信任並產生購買慾望也是很重要的課題。


Nowadays, cosmetics can be said to enhance the quality of domestic consumption is one of the necessities of public life, with the advancement of technology, the domestic consumption Beauty skin care products from the traditional physical store to increase the choice of online shopping. Consumers use the Internet far and wide the characteristics of product comparisons, information search, or use of cloud technology to talk to friends and family of image or picture quality of products.
In this study, analysis from a consumer point of view, trying to explore the customer purchased the product information sources, including word of mouth, product placement, Internet advertising and online community business, and to explore what kind of information sources can cause consumers to buy Beauty-skin care products.
This study will bring the network operators Beauty care products industry, the idea of Internet marketing methods as well as product marketing, decision analysis.
This study used a questionnaire to find out why the types of consumer online shopping Beauty care products, the main source of information to be considered. Moreover, this study used descriptive statistics and factor analysis of consumers generally purchase Beauty care products and Internet sources of information links. This study used cluster analysis to further the characteristics of the consumer into the endorsement of the group, network groups and word of mouth the group of consumers, to investigate the purchase of the relationship between product attributes, and types and sources of information. The study found that the sources of information variables to the dimensions of Internet Marketing and interface interaction explained variance. However, the proportion of " endorsement group " up to the many features of consumers. The results of this study highlight the consumers like the use of Internet sources of information to understand the product information, but the same concern for the endorsement and word of mouth information. Beauty care products industry marketing in both traditional sources of information, how to network a number of sources of information, consumer trust and a desire to buy is very important subject.


摘要 i
ABSTRACT ii
誌謝 iv
目錄 v
表目錄 viii
圖目錄 xi
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 4
1.3 研究範圍與對象 4
1.4 研究流程 5
第二章 文獻探討 6
2.1化妝品的定義與種類 6
2.1.1化妝品的定義 6
2.1.2化妝品的種類 6
2.2 消費者的產品資訊來源 8
2.2.1 口碑 (word of mouth) 8
2.2.2 置入性行銷(placement marketing) 10
2.2.3網路廣告 14
2.2.4網路社群經營 18
2.3產品類型與產品屬性 20
2.3.1產品種類 20
2.3.2產品屬性 21
2.4文獻小結 25
第三章 研究方法 27
3.1研究架構與假說 27
3.1.1研究架構 27
3.1.2 研究假說 28
3.2研究變數與操作型定義 30
3.3問卷與抽樣設計 37
3.3.1 問卷設計 37
3.3.2 抽樣設計 38
3.4統計分析方法 38
3.4.1敘述統計(Descriptive Statistics) 38
3.4.2 信度分析(Reliability Analysis) 39
3.4.3卡方檢定(chi-squared test) 40
3.4.4因素分析(factor analysis) 40
3.4.5集群分析(cluster analysis) 43
第四章 研究結果與資料分析 45
4.1敘述性統計(DESCRIPTIVE STATISTICS)分析 45
4.1.1產品種類與消費者購買行為分析 45
4.1.2研究變項之敘述性統計分析 51
4.1.3人口統計變數分析 54
4.2因素分析 57
4.2.1探索性因素分析 57
4.2.2第二次探索性因素分析:產品屬性構面 65
4.3信度分析 67
4.4集群分析 69
4.4.1第一階段:分層法集群分析-使用華德法 69
4.4.2第二階段:K組平均數法-三群之集群分析 70
4.5統計檢定與分析結果 72
4.5.1因素分析的分組描述結果 73
4.5.2集群分析的分群描述結果 75
4.5.3假說檢定之統計分析 83
4.6研究結果與分析小結 89
第五章 結論與建議 91
5.1研究結論 91
5.2研究貢獻與實務意涵 92
5.3研究限制 93
5.4對後續研究者之建議 94
參考文獻 95
附錄一:問卷 103


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