臺灣博碩士論文加值系統

近年來，越來越多消費者依賴網路，不論是社交、商業互動、或者是購物，網路在生活中皆扮演著不可或缺的角色。根據先前的研究，近年來在網路上購物的比率逐漸升高。而本研究之目的在於探討消費者在網路購買保養品的滿意度以及再購意願的關係。研究問卷的發放及取樣是經由網路問卷隨機填寫。根據本研究資料顯示，消費者在網路購買保養品的種類、價格、商品資訊、網站服務對於滿意度有顯著影響。且滿意度與再購意願呈現正相關。研究最後則做歸納及建議，並給予未來想針對類似研究的研究者一些意見。

More and more people relay on the internet in their every day, such as social, business or shopping. The internet plays an important role for people to complete most of the transactions. According to the previous research, the percentage that people purchase products on the internet grows up dramatically every year. The main purpose in this research was to investigate the relationship between consumer satisfactions and repurchase intention of purchase skin care products on line. The questionnaires were collected on the questionnaire website via random sampling. The results showed that types, price, information and website service had significant effects on satisfaction. Moreover, satisfaction had a positive impact on repurchase intention. Finally, to summarized and give a conclusion then give some suggestions for future research.

English Abstract i
Chinese Abstract ii
Acknowledgement iii
Table of Contents iv
List of Table v
List of Figure vi
Chapter 1: Introduction 1
Research Background 1
Research Purpose 2
Research Questions 2
Chapter 2: Literature Review 4
Customer and Consumer 4
Consumer behavior 9
Consumer satisfaction 13
Repurchase Intention 15
Cosmetics 18
Chapter 3: Methodology 21
Research Framework and Hypothesis 21
Measurements and Questionnaire 23
Sampling Plan 24
Data Analysis 24
Chapter 4: Data Analysis and Results 25
Descriptive analysis 25
Reliability and Validity 30
Hypothesis Testing 31
Chapter 5: Conclusion 37
Findings 37
Research Contribution 38
Limitations and Future Research 39
References 40
Appendix 46

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