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研究生:張凱筑
研究生(外文):Kai-Chu Chang
論文名稱:消費者於一般與醫美保養品轉換意願之研究
論文名稱(外文):A Study of Consumers’ Switching Intention between General Skin Care Products and Cosmeceuticals
指導教授:蔡憲唐蔡憲唐引用關係
指導教授(外文):Hsien-tang Tsai
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
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:2018
畢業學年度:106
語文別:中文
論文頁數:90
中文關鍵詞:產品品質推-拉-繫留效果理論轉換意願慣性替代者吸引力
外文關鍵詞:Product QualityPush-Pull-Mooring TheorySwitching IntentionAlternative AttractivenessHabit
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拜科技所賜,現代人重視保養的程度與日俱增,甚至連保養品也開始講究接近醫學治療之效果。不但使醫療美容術後使用者受益,也進而讓一般大眾受益。過去在保養品市場上,對企業而言,一般保養品與醫美保養品分屬於不同市場。然而,隨著使用醫美保養品的限制降低,其不再侷限於術後保養者,故一般保養品品牌業者將該如何看待並避免消費者在兩個保養品市場間發生轉換呢?又或者當真的發生轉換可能性時,一般保養品品牌業者該如何因應呢?
  本研究將以此為思考點出發,研究對象為對一般與醫美保養品是否產生轉換意願之一般保養品消費者。主軸將以推-拉-繫留效果理論為基礎,瞭解消費者在一般保養品之推力、醫美保養品之拉力與自身使用一般保養品後之繫留效果下,三者與轉換意願間的主影響效果。此外,本研究亦想瞭解屬於個人、規範與社會心理構面的繫留效果作為干擾變數後,對推力或拉力與轉換意願間之干擾效果。
  本研究透過網路問卷之調查方式,總共收回838份有效問卷。經階層迴歸分析後,發現推-拉-繫留效果三構面中的知覺價格、產品品質、替代者吸引力、群聚效應與慣性分別對消費者在保養品轉換行為上扮演具有影響力之變數。而繫留效果亦在推力與轉換意願間具有干擾效果。故根據本研究之結果,建議一般保養品品牌業者增加消費者在繫留效果構面中的轉換成本與慣性,例如:提高專屬於品牌會員的優惠方案,讓消費者即使在開架通路購買商品時,也能享有會員專屬性,而非只是享有通路商的會員資格。如此,才能降低一般保養品使用者轉換至醫美保養品的可能性。
With the advance of science and technology, modern humans pay more attention to skin care. People start to put emphasis on using skincare products which are provided with medical effect. Due to the restrictions on the use of cosmeceuticals reduce, cosmeceuticals are no longer limited to postoperative care people. Then, what will brands do to prevent consumers from switching general skin care products to cosmeceuticals? And what if the switching behaviors really happen?
 In this research, we focus on switching intention of people who use general skin care products. The research is based on push-pull-mooring theory (PPM). Through PPM theory, we can understand the influences of the push of general skin care products, the pull of cosmeceuticals and the mooring effect of using general skin care products on switching intention. In addition, we use push, pull and mooring effect as moderators and discuss their interference effects upon the switching intention.
 There are 838 valid questionnaires are collected and the hypotheses are tested by regression analysis. The result shows that price perception, product quality, alternative attractiveness, critical mass and habit are important variables to switching behaviors of skin care. Mooring effect causes moderating effect between push and switching intention. Therefore, based on the result, it suggests that the general skin care brands can increase the switching costs and habits of consumers. For example, the brand can develop an exclusive project for all of brand members. So, even if the members shop in the open-shelf store, they can use not only the store’s membership but also the brand’s membership, which means they can get benefits from brand’s membership at the same time. By doing so, customers may have less switching intention from switching general skin care products to cosmeceuticals.
論文審定書…………………………………………………………………………i
公開授權書…………………………………………………………………………ii
誌謝…………………………………………………………………………………iii
摘要…………………………………………………………………………………iv
Abstract ………..………………………………………………………………..…v
目錄…………………………………………………………………………………vi
圖次…………………………………………………………………………………vii
表次…………………………………………………………………………………viii
第一章 緒論……………………………………………………………………..…01
第一節 研究背景與動機…………………………………………………….........01
第二節 研究目的…………………………………………………………….........03
第三節 研究流程……………………………………………………….........……04
第四節 研究範圍與限制…………………………………………….....…......…04
第二章 文獻探討……………………………………………………………..……05
第一節 醫美保養品 (藥妝品) …………………………………………..........…..05
第二節 推-拉-繫留理論………………………………………….........………06
第三節 知覺價格……………………………………………………...........……08
第四節 產品品質……………………………………………………...........……08
第五節 替代者吸引力………………………………………………...........……09
第六節 群聚效應………………………………………………………...........…10
第七節 轉換成本………………………………………………………...........…10
第八節 慣性……………………………………………………...…........………11
第九節 轉換意願………………………………………………...........…………12
第三章 研究設計…………………………………………………….....…………13
第一節 研究結構……………………………………………………............……13
第二節 研究模式……………………………………………………............……13
第三節 研究方法…………………………………………………....…........……20
第四章 實證分析…………………....……………………....……....……………24
第一節 樣本資料分析 …………………....………………............……………..24
第二節 信度與效度分析 …………....………………………………............…..28
第三節 探討推力、拉力與繫留效果對轉換意願之影響程度 ............…....…..34
第四節 探討繫留效果對推力與轉換意願之干擾效果 …...........……………..43
第五節 探討繫留效果對拉力與轉換意願之干擾效果…………....…..........…50
第六節 實證結果彙整……………………………………..............……………58
第五章 結論與建議…………………………............…….......…………………60
第一節 研究結論……………………………................…...……………………60
第二節 研究建議…………………………………...................…………………67
第三節 管理意涵……………………………………...................………………68
參考文獻…………………………………………………...………………………70
附錄 正式問卷……………………………………………………………………..74
一、中文
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三、網路
Statista. 2018. Size of the global skin care market from 2012 to 2024. https://www.statista.com/statistics/254612/global-skin-care-market-size/, December.
全國法規資料庫,2016,「行政院衛生署化妝品衛生管理條例」,http://law.moj.gov.tw/LawClass/LawAll.aspx?PCode=L0030013。
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