臺灣博碩士論文加值系統

隨著網際網路的發達，消費者的消費模式也開始有了明顯的變化，⼤多數⼈在購買產品前開始會使⽤社群媒體來進⾏購買前的相關調查，不管是品牌評價亦或是產品的開箱⽂，都是消費者的參考內容，根據尼爾森的調查數據顯⽰，多數⼈使⽤網路的⽬的有⼤部分也都是為了進⾏商品資訊的搜尋，以便作出更好的購買決策。同時，化妝品的使⽤者年齡層漸漸下滑，這個消費族群在調查數據中顯⽰，有五成都會上網查看網友的⼝碑與建議（東⽅消費者⾏銷資料庫，2010）。因此，本研究在社群媒體的⾏銷功能對於消費者的購買意願影響部分進⾏探究，希望能夠在化妝品領域對企業與品牌有所貢獻。
過往研究針對社群媒體的⾏銷功能與購買意願的探究，⼤多都是探討販售實體商品的企業及商店粉絲專⾴，去了解消費者在事前為購買決策所做的準備，⽽這些品牌所給予的⾏銷內容是否能夠打動消費者的⼼，但是鮮少有研究進⼀步去探討，品牌所給予的內容是否會因為消費者的認知關係強度以及涉⼊程度影響到最後的購買意願，未將這些⼼理因素納⼊考量，故以該研究限制為本研究的研究動機。
經過探究與分析後，社群功能的「流⾏性、互動性與⼝碑」都會對⾏為態度產⽣正向的影響，⽽⾏為態度會進⽽正向影響購買意願。在調節變項的部分，產品涉⼊程度在⾏為態度中，並不存在調節的效果，本研究認為這有可能是因為在消費者對於化妝品品牌的⾏為態度以及購買意願之間的關係當中，倘若已經對於化妝品品牌擁有正向良好的⾏為態度，那產品涉⼊程度對他⽽⾔就不存在影響關係。在認知關係程度的調節部分，研究結果顯⽰該變項會削弱⾏為態度與購買意願的關係，本研究認為這是因為每個⼈⾃⼰的獨特性需求所導致。根據這個結果，本研究建議化妝品品牌在經營社群媒體時，化妝品品牌在經營⾃⼰的社群媒體時，應該要致⼒去找出⾃家消費者所關注的美妝點，進⽽去釋放消費者所需的資訊，滿⾜消費者的需求，來建⽴起緊密的顧客關係，同時，將成員間的互信程度提⾼，來讓品牌的⾏銷運⾏得更為有效率。
最終，⼤致的假設與研究結果⼀致，讓化妝品的社群媒體可以有更為具體的參考與依據，讓理論可以運⽤在實務⽅⾯，本研究也提出後續研究⽅向，期許未來有更多學者可以有更深⼊的探討⽅向，讓化妝品品牌與其他產業的品牌可以有具體的實際操作模式。

This study explores the impact of the marketing function of social media on consumers' willingness to purchase, and hopes to contribute to the company and brand in the field of cosmetics.
In the past, the research on the marketing function and purchase intention of social media mostly explored the corporate and store fan pages selling physical goods to understand the consumers' preparations for purchase decisions beforehand. They want to know whether the marketing content can impress the hearts of consumers, but few studies have further explored whether the content given by the brand will affect the final purchase intention because of the degree of cognitive relationship and the degree of involvement.
After the analysis, the “popularity, interactivity and word of mouth” of community function will have a positive impact on behavioral attitude, and behavioral attitude will positively influence the willingness to purchase. In the part of moderating variables, the degree of product involvement has no moderating effect, and the degree of cognitive relationship will weaken the degree of influence.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 研究流程 4
第二章 文獻回顧 6
第一節 社群媒體行銷功能 6
第二節 行為態度 10
第三節 產品涉入程度 11
第四節 認知關係強度 13
第五節 購買意願 15
第三章 研究方法 17
第一節 研究架構與假設 17
第二節 操作型定義與問卷設計 20
第三節 研究對象 24
第四節 資料分析方法 25
第四章 研究分析結果 27
第一節 有效研究樣本基本資料 27
第二節 各變數的敘述性統計 29
第三節 因素分析 34
第四節 各變數的信效度分析 36
第五節 各變數的相關分析 40
第六節 各變數的迴歸分析 41
第五章 結論與建議 47
第一節 研究結論 47
第二節 管理意涵 49
第三節 研究限制與未來研究建議 50
參考文獻 53
附錄：問卷調查表 60

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