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研究生:陳春香
研究生(外文):CHEN, CHUN-HSIANG
論文名稱:以體驗行銷觀點探討消費者網路平台衝動購買之影響因素:以化妝品為例
論文名稱(外文):Determinants of Cosmetics Purchasing Intention in Online Store Based on Perspective of Experiential Marketing
指導教授:何祖平何祖平引用關係
指導教授(外文):HO, TSU-PING
口試委員:李文瑞張瑞晃何祖平
口試委員(外文):LEE, WEN-RUEYCHANG, JUI-HUANGHO, TSU-PING
口試日期:2023-12-14
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士在職專班
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:2024
畢業學年度:112
語文別:中文
論文頁數:80
中文關鍵詞:化妝品網路商店體驗行銷享樂主義衝動購買
外文關鍵詞:CosmeticsOnline storesExperiential marketingHedonismImpulse buying
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隨著科技時代的進步,網路數位平台已成為品牌供應商的核心競爭通路,目前實體美妝市場也漸漸投入虛擬通路,達到實體與虛擬的整合,然而身處於體驗經濟的時代,要如何激發消費者購買意願值得研究,因此,本研究以網路平台商店如何運用體驗行銷策略和享樂主義的概念來分析它們對於消費者衝動購買行為的相互影響,並以網路平台消費者為主要研究對象,探討這兩個因素對於衝動購買行為的相互影響及影響程度。
本研究以體驗行銷策略、享樂主義、衝動購買構面設計問卷,針對網路消費者收回272份問卷,皆為有效問卷,使用SPSS 26版之軟體數據分析和假設驗證,研究發現:體驗行銷策略對消費者衝動購買行為有正向的影響而享樂主義對消費者衝動購買具有干擾的影響。研究結果顯示網路平台業者可藉調整經營策略,以吸引消費者,創造令人難以抗拒的體驗,並滿足他們尋求享樂的需求,以促使衝動購買行為的發生,以增加消費者購買意願並實現長期獲利和永續發展。

With the advancement of the technological era, online digital platforms have become the core competitive channel for brand suppliers. At present, the physical beauty market is gradually investing in virtual channels to achieve the integration of physical and virtual. However, in the era of experience economy, how to stimulate Consumer purchase intention is worth studying. Therefore, this study analyzes how online platform stores use experiential marketing strategies and the concept of hedonism to analyze their mutual impact on consumer impulse buying behavior, and takes online platform consumers as the main research object, to explore the mutual influence and extent of these two factors on impulse buying behavior.
This study designed questionnaires based on experiential marketing strategies, hedonism, and impulse buying. 272 questionnaires were collected from online consumers, all of which were valid questionnaires. SPSS version 26 software was used for data analysis and hypothesis verification. The research found that: experiential marketing strategies It has a positive impact on consumers' impulse buying behavior and hedonism has a disruptive impact on consumers' impulse buying behavior. The research results show that online platform operators can adjust their business strategies to attract consumers, create irresistible experiences, and satisfy their needs for pleasure, so as to promote impulse buying behavior, increase consumer purchase intentions, and achieve fulfillment. Long-term profits and sustainable development.

目錄 I
圖目錄 III
表目錄 IV
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻回顧 5
第一節 化妝品的定義及種類 5
第二節 體驗行銷的定義 15
第三節 網路商店的定義 18
第四節 享樂主義的定義 20
第五節 衝動購買行為的定義 22
第參章 研究假設與研究方法 25
第一節 研究架構 25
第二節 研究假說 26
第三節 研究變數操作性定義 33
第四節 問卷設計 34
第五節 資料研究方法 40
第肆章 資料分析與研究結果 42
第一節 敘述性統計分析 42
第二節 量測模型分析 46
第三節 相關分析 49
第四節 迴歸分析 51
第五節 假說驗證結果 56
第伍章 結論與建議 57
第一節 研究結論 57
第二節 管理意涵 59
第三節 研究限制與未來研究建議 62
參考文獻 63
一、中文文獻 63
二、英文文獻 65
附錄:研究問卷 69


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