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研究生:洪筱婷
研究生(外文):Hung, Hsiao-Ting
論文名稱:化妝品體驗行銷與衝動性購買意願關 係之研究-以銷售人員外表 吸引力為干擾變數
論文名稱(外文):The Relationship between Experience Marketing and ImpulsivePurchase Intention for Cosmetic Products:Moderating Effect of Physical Attractiveness of Salesperson
指導教授:陳曉天陳曉天引用關係
指導教授(外文):Chen, Sheau-Tien
口試委員:李正綱陳彥君
口試委員(外文):Lee,Cheng-kangChen,Yen-Chun
口試日期:2018-06-14
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
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:107
語文別:中文
論文頁數:66
中文關鍵詞:體驗行銷衝動性購買銷售人員外表吸引力
外文關鍵詞:experience marketingimpulse purchasesphysical attractiveness
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隨著現代人生活型態的改變,對於外表的重視更甚於以往,不同的外貌,往往帶給人不同的感受。良好的外表,不僅能有更好的優勢、也能有更好的福利。如今,美妝市場也隨著這波風潮,從各大百貨銷售金額中看出未來的趨勢,其中,化妝品更是佔有舉足輕重的地位。隨著消費者趨勢的發展,體驗行銷成為市場上的主流,藉由體驗行銷的特色如:商品的陳列、色彩的美學、香氛的氣味等,能讓消費者感受到化妝品的魅力,留下美好印象深刻的購物經驗。衝動性購買會被外在環境有所影響,良好的體驗感受能激發出消費者的衝動性購買的慾望。此外,具有外表吸引力的銷售人員,更能帶給消費者預期以外更加美好的體驗感受,並能加強引發出衝動性購買的意願。這也就代表具有高吸引力的銷售人員,能為企業帶來事半功倍的效益。
本研究旨為探討體驗行銷對化妝品衝動性購買意願之影響效果,並以銷售人員外表吸引力作為干擾變數。實證結果發現體驗行銷與衝動性購買意願呈現顯著的正向關係;在干擾效果方面,銷售人員外表吸引力在體驗行銷與衝動性購買意願之間呈現顯著干擾效果。

Appearance is becoming more significant as our life style evolves day by day. Since each person can bring a different experience to others base on appearance, the ones who contain the beauty can receive greater advantages and benefits throughout our community.
Today, the culture of appearance brings up a storm wave that attacks on all rela-tive markets. Among them all, cosmetic market comes on the top by riding this mas-sive wave. The sales trend of all department stores indicates the outstanding of the cosmetic. As the favor of customers develop, the experiencing market becomes the mainstream of the market sales. Merchandise display, color aesthetics, fragrance at-traction are the methods to allure customers attention into the merchandise with a strong impression to this shopping experience. A great shopping experience can stim-ulate the customers’ will of impulse purchases. In addition, the salesperson who has an attractive appearance can even bring out an unexpected outcome on impulse purchase. As a result, high attractive salespersons often can bring the benefits to the enterprise.
The research is focusing on the influence of shopping experience and the way it affects the customers’ will of impulse purchase on cosmetic merchandise with the variable of attractive salesperson. The result proves that shopping experience and im-pulse purchase are in direct proportion; attractiveness of a salesperson strongly affects the will of the purchasing as well.

中文摘要 ....................... iii
英文摘要 ....................... iv
誌謝辭 ....................... vi
內容目錄 ....................... vii
表目錄  ....................... ix
圖目錄  ....................... x
第一章  緒論..................... 1
第一節  研究背景與動機.............. 1
  第二節  研究問題與目的.............. 2
  第三節  研究架構................. 4
  第四節  研究限制................. 5
第二章  文獻探討................... 6
第一節  體驗行銷................... 6
第二節  衝動性購買.................. 12
第三節  銷售人員外表吸引力..............  17
第四節  享樂性價值.................. 20
第五節  研究假說...................   23
第三章  研究方法................... 25
第一節  資料來源與資料蒐集方法............ 25
第二節  變數操作定義與問卷設計............ 25
第三節  資料分析方法................. 32
第四章  資料分析結果................. 34
  第一節  基本資料分析............... 34
  第二節  研究變數相關分析............. 37
  第三節  信度分析................. 37
  第四節  迴歸分析................. 41
第五章  結論與建議.................. 43
  第一節  結論................... 43
  第二節  管理意涵................. 44
  第三節  未來研究建議............... 45
參考文獻 ....................... 47
附錄 研究問卷.................... 63

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