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研究生:林多永
研究生(外文):Da-Young Lim
論文名稱:探討台灣女性消費者對品牌形象與再購意圖之研究 -以韓國化妝品為例
論文名稱(外文):A Study of Taiwanese Female Consumers’ Perception towards Brand Image and Repurchase Intention – A Case Study of Korean Beauty Products
指導教授:廖森貴廖森貴引用關係
口試委員:廖森貴耿慶瑞李易諭
口試日期:2018-06-04
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:經營管理系碩士班
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:109
中文關鍵詞:文化好感度美妝網紅可信度再購意圖關係品質知覺價值品牌形象
外文關鍵詞:Preference of CultureCreditability of Beauty Internet CelebrityRelationship QualityPerceived ValueBrand Image
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隨著社群媒體影片營銷日漸發達,消費者透過社群平台觀看 美妝影片的比例愈來愈高,因此化妝品企業透過社群媒體上宣傳品牌,品牌形象是可決定消費者對企業形象看法的關鍵之一,透過美妝網紅影片消費者不只是學習化妝方式而影響消費者的關注,活用美妝網紅影響消費者良好的品牌形象,更要從多方面著手,才能更有效的提升消費者的再購意圖,本研究同時探討韓國文化好感度及美妝網紅可信度干擾變數對於品牌形象與品牌信任及消費者承諾(關係品質)與再購意圖之間的影響。
本研究採用實驗及層級迴歸分析法,驗證品牌形象透過美妝網紅可信度及韓國文化好感度之干擾作用、對品牌信任產生之影響,研究對象以曾經用過韓國化妝品及看過Youtube美妝網紅影片的消費者為目標族群,並以SPSS18.0、AMOS22.0作為統計分析工具,資料分析以結構方程式(SEM)進行假設驗證,進而執行研究結果分析與實證探討。利用回收之有效問卷,對404位有消費者進行分析,得知品牌形象和知覺價值顯著正向關係,且品牌形象和品牌信任顯著正向關係,進而知覺價值及品牌信任對消費者承諾及再購意圖顯著正向關係,得知知覺價值、品牌信任、消費者承諾之間的中介效果,其次,美妝網紅可信度會在品牌形象和品牌信任之間造成干擾效果。
Alongside the rapid growth of social media video sharing, videos of beauty-oriented internet celebrities have been steadily gaining views. As such, the cosmetic brands utilize social media to promote their products. The products marketed is a key factor in determining the brand image of the company itself. Through viral internet celebrities, consumers not only learn how to apply cosmetics but also incites the interests of the consumers. Creative and applicable viral internet celebrities influence the brand image in a positive way, should this approach be applied in multiple ways, the effect on the probability of a consumer to purchase will be substantially increased. This study will examine the influence of favorable opinions on korean culture and the credibility of internet celebrities towards the brand image, brand trust and consumer commitment (relationship quality) with Repurchase intention.
This study utilizes testing and ranked analysis, analyzing brand image through viral internet celebrities, testing the loyalty and opinions of Korean culture with regards to its effects on the usage of certain cosmetics and the effects to their brand image. The ideal respondents of the study are those who are familiar and have used some Korean beauty products, and those who have seen viral cosmetic videos via YouTube. The study will use SPSS18.0, AMOS22.0 as a tool for statistical analysis. The data collected will then be processed by Structural Equation Modelling (SEM) to prove a supposed hypothesis, and will be used as an integral part of the investigation, leading to a comprehensive conclusion. Utilizing a survey methodology, 404 respondents who have seen viral YouTube video creators on cosmetics and purchased cosmetic products have responded, brand image knowledge is substantially related to perceived value and brand image affects brand trustworthiness. Furthermore, perceived value and brand trustworthiness are substantially related to not only consumer commitment but also consumer repurchase intention. Additionally, perceived value, brand trust and consumer commitment have significant mediating effect. In summary, the trustworthiness of internet celebrities and favorable opinions of the Korean culture can influence brand image and brand trust.
目 錄

中文摘要 i
英文摘要 ii
誌 謝 iv
目 錄 v
表目錄 ix
圖目錄 x
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 7
1.4 研究流程 8
第二章 文獻探討 10
2.1 品牌形象 10
2.2 知覺價值 11
2.3 關係品質 14
2.3.1 品牌信任 16
2.3.2 消費者承諾 17
2.4 再購意圖 19
2.5 網紅可信度 20
2.5.1 吸引性 21
2.5.2 可靠性 22
2.5.3 專業性 23
2.6 文化好感度 24
第三章 研究方法 27
3.1 研究架構 27
3.2 研究假設 28
3.2.1 品牌形象與知覺價值的關係 28
3.2.2 品牌形象與品牌信任的關係 28
3.2.3 知覺價值與品牌信任的關係 29
3.2.4 知覺價值與消費者承諾的關係 30
3.2.5 品牌信任與消費者承諾的關係 30
3.2.6 消費者承諾與再購意圖的關係 31
3.2.7 美妝網紅可信度干擾效果 32
3.2.8 文化好感度的干擾效果 33
3.2 研究假設 36
3.3 研究變數之操作性定義與衡量 36
3.3.1 品牌形象 38
3.3.2 知覺價值 39
3.3.3 品牌信任 39
3.3.4 消費者承諾 40
3.3.5 再購意圖 41
3.3.6 美妝網紅可信度 41
3.3.7 文化好感度 42
3.4 問卷與抽樣設計 43
3.4.1 研究對象與範圍 43
3.4.2 問卷設計 44
3.4.2.1 品牌選擇及前測結果45
3.4.2.2 Innisfree(悅詩風吟)化妝品品牌介紹 46
3.4.2.3 網紅選擇 47
3.4.2.4 網紅影音内容選擇 48
3.4.3 抽樣設計 48
3.5 資料分析 49
3.5.1 敘述性統計分析 50
3.5.2 信效度分析 50
3.5.3 因素分析 50
3.5.4 Pearson相關分析 51
3.5.5 結構方程式模式 51
3.5.6 階層調節迴歸分析 53
第四章 研究分析與結果 54
4.1 樣本結構分析 54
4.1.1 基本資料分析 54
4.1.2 統計資料分析 56
4.2 信度分析 58
4.2.1 Cronbach’s α 58
4.3 因素分析 59
4.3.1 驗證性因素分析 (CFA) 60
4.4 效度分析 62
4.4.1 內容效度 62
4.4.2 收斂效度 62
4.4.3 區別效度 63
4.5 相關分析 64
4.6 AMOS架構分析 65
4.6.1 模式配適度 65
4.6.2 整體模式路徑圖 68
4.6.3 研究結果驗證 69
4.7 階層迴歸分析 71
第五章 研究結論與建議 75
5.1 研究結論 75
5.2 理論貢獻與實務意涵 78
5.2.1 理論貢獻 78
5.2.2 實務意涵 79
5.3 研究限制與未來研究建議 80
5.3.1 研究限制 80
5.3.2 未來研究建議 81
參考文獻 83
附錄一 前測問卷 100
附錄二 正式問卷 104
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游尚儒 (2007)。知覺價格、知覺價值與知覺服務品質對消費者滿意度與再購意願影響之研究—以花蓮地區觀光飯店為例(未出版碩士論文)。國立東華大學,花蓮縣。
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