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研究生:陳思蓉
研究生(外文):Sz-Rung Chen
論文名稱:男性保養品之產品知識、品牌形象、口碑與 購買意願之研究
論文名稱(外文):The Relationship among Male Skin Care Products Product Knowledge, Brand Image, Word-of-Mouth, and Purchase Intention
指導教授:江長慈江長慈引用關係
指導教授(外文):Chang-Tzu Chiang
學位類別:碩士
校院名稱:元培科技大學
系所名稱:企業管理研究所
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
畢業學年度:102
語文別:中文
論文頁數:58
中文關鍵詞:男性保養品產品知識品牌形象口碑
外文關鍵詞:Skincare products for menProduct KnowledgeBrand ImageWord-of-Mouth
相關次數:
  • 被引用被引用:3
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  在風氣較為保守的過去,社會對男性抱持著陽剛、強悍的刻板印象,
外界常以異樣的眼光來檢視男性打扮保養的行為。然而,隨著時代演進、
社會風氣的開放、以及「型男」名詞的出現,男性保養不再被視為陰柔的
表現,越來越多的男性開始注重自己的外貌,一股男性保養的風潮正悄悄
崛起。
  男性保養市場在台灣正逐漸壯大,從百貨商場林立的專櫃以及多樣化
的產品便能窺知一二,男性也需要肌膚保養的觀念已成為普遍的共識,男
性保養品的使用者已不再是鳳毛麟角的小眾。因此,如何在競爭激烈的市
場下保有長期的競爭優勢,已成為許多企業的重要課題。
  本研究欲探討影響消費者購買男性保養品的決策因素,以及在決策過
程中這些因素間的關聯性;研究透過問卷調查的方式蒐集樣本資料,再以
因素分析、變異數分析等方法分別針對產品知識、品牌形象、口碑等因素
進行研究與假設的驗證,結果指出各項因素皆具有顯著的影響與差異。
  In the past, the target market of skin care products is female, but after those years male began to care the pachylosis problem of their face, and the markets type of skin care products became different. The market share about male skin care products are raising rapidly, and this can be tell from the amount of sales counter dedicated to male skin care products in department stores. By the way, the categories of male skin care products getting more and more, it shows that cosmetic company take male market as important as female. This study investigates the relationship between product knowledge, brand image, reputation when customers make purchasing decisions. From the result, reputation and word-of-mouth influenced the customers when they make the decisions, thus the staffs in the marketing department of male skin care companies, should pay more attention on the brand image and try to establish the good reputation in market.
誌謝 I
中文摘要 II
英文摘要 III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 4
1.3 研究流程 5
1.4 本文架構 6
第二章 文獻探討 7
2.1 男性保養品 7
2.1.1 男性保養品的定義 6
2.1.2 男性保養品市場發展概況 8
2.2 產品知識 9
2.2.1 產品知識的定義 9
2.2.2 產品知識的分類 10
2.2.3 產品知識的衡量 11
2.3 品牌形象 12
2.3.1 品牌形象定義 12
2.3.2 品牌形象特性 12
2.3.3 品牌形象的衡量 14
2.4 口碑 15
2.4.1 口碑定義 15
2.4.2 口碑的影響力 16
2.4.3 口碑的方向性 17
2.4.4口碑衡量 18
2.5 購買意願 18
2.5.1 購買意願定義 18
2.5.1 購買意願衡量 19
第三章 研究方法 21
3.1 研究架構 21
3.2 研究假設 21
3.3 研究變數的衡量與問卷設計 22
3.3.1 人口統計變數 22
3.3.2 品牌形象 25
3.3.3 口碑 25
3.3.4 產品知識 26
3.3.5 購買意願 27
3.4 研究對象與抽樣設計 27
3.5 分析方法 28
3.5.1 描述性統計分析 28
3.5.2 信度分析 28
3.5.3 因素分析 28
3.5.4 變異數分析 28
第四章 研究結果 29
4.1 描述性統計分析 29
4.2 信度分析 32
4.3 因素分析 33
4.3.1 品牌形象因素構面分析 33
4.3.2 口碑因素構面分析 35
4.4 變異數分析 36
4.4.1 人口統計變數與品牌形象之關係 36
4.4.2 人口統計變數與口碑之關係 39
4.4.3 品牌形象與產品知識之關係 41
4.4.4 口碑與產品知識之關係 41
4.4.5 產品知識與購買意願之關係 42
第五章 結論與建議 43
5.1 結論 43
5.1.1 品牌形象對產品知識之影響 43
5.1.2 口碑對產品知識之影響 43
5.1.3 產品知識對購買意願之影響 43
5.2 研究限制 44
5.3 研究建議 44
參考文獻 46
附錄一 正式問卷 56
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二、 中文部分
1. 吳明隆,SPSS 統計應用學習實務-問卷分析與應用統計,台北:加樺國際有限公司,民國96年。
2. 吳明隆,SPSS 操作與應用-問卷統計分析實務,台北:五南文化事業機構,民國89年。
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