臺灣博碩士論文加值系統

隨著現代社會趨勢，人們對於外貌和健康的重視程度不斷提升，甚至對保養品的特殊需求增加，特殊保養品通常針對及因應特定的皮膚問題或需求，具有針對性和高效性是一種新的趨勢，因此吸引了不少消費者的關注，加上近年來網絡科技的快速發展，網上購物已成為消費者重要的購物管道之一，特別是受到COVID-19疫情的影響，消費方式逐漸的由實體轉為網上購物，為了降低網路購物風險，消費者往往會根據自己過去購買美容保養品的經驗，尋找網上的產品評價作為參考。本研究特別針對特殊保養品探討網路口碑行銷及網路意見領袖與涉入程度如何影響消費者購買意願行為的關鍵因素，透過分析來進行驗證。研究結果顯示，美容保養品的網絡口碑數量品質度越高，消費者的購買意願越強，網絡意見領袖對美容保養品的正面評價也能夠提升消費者購買意願，但如果消費者本身的涉入程度越高時更會受到網路的真實使用評價而受到影響，而非網路意見領袖影響，這也表示社群網路中的特殊保養品，好的使用評價越多時會正面影響顧客購買的意願。

The text you provided discusses the evolving consumer trends in the modern skincare market, particularly focusing on the rising demand for specialized skincare products. It highlights how, in a society increasingly aware of beauty and health, people are paying more attention to their appearance and health, leading to a growing demand for specialized skincare solutions. These products are designed to address specific skin issues or needs, offering targeted and effective solutions, thereby drawing significant consumer interest. The success of these specialized skincare products in the market depends largely on consumer adoption, influenced by various factors. The text also delves into the impact of online word-of-mouth marketing and the role of online opinion leaders in influencing consumer purchase intentions. It emphasizes that online community word-of-mouth is a crucial marketing strategy, with varying degrees of impact on consumer buying decisions. Therefore, the text calls for an exploratory discussion on how online word-of-mouth marketing influences purchase intentions in the specialized skincare product market.

目錄
頁次
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　　　．．．．．．．．．．．．．．．．．．． xi
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．．．．．．．．．．． 9
　　第三節　　研究流程．．．．．．．．．．．．．． 20
　　第四節　　研究範圍與限制．．．．．．．．．．． 22
第二章　　文獻探討．．．．．．．．．．．．．．．． 24
　　第一節　　網路口碑．．．．．．．．．．．．．． 24
　　第二節　　網路意見領袖．．．．．．．．．．．． 28
　　第三節　　購買意願．．．．．．．．．．．．．． 35
　　第四節　　涉入程度．．．．．．．．．．．．．． 38
第三章　　研究設計與方法．．．．．．．．．．．．． 42
　　第一節　　研究架構與假說．．．．．．．．．．． 42
　　第二節　　問卷設計與研究方法．．．．．．．．． 50
　　第三節　　研究對象與統計方法．．．．．．．．． 56
第四章　　研究結果．．．．．．．．．．．．．．．． 59
　　第一節　　樣本基本資料與敘述性統計．．．．．． 59
　　第二節　　信度分析與因素分析．．．．．．．．． 67
　　第三節　　影響購買意願之迴歸分析．．．．．．． 76
第五章　　結論與建議．．．．．．．．．．．．．．． 79
　　第一節　　研究結論．．．．．．．．．．．．．． 79
　　第二節　　管理意涵與未來研究建議．．．．．．． 83
參考文獻．．．．．．．．．．．．．．．．．．．．． 86
附錄一　　本研究之問卷．．．．．．．．．．．．．． 101
 
表 目 錄
表 1-1 Web 1.0 與2.0 差異．．．．．．．．．．．．． 11
表 1-2 台灣社群媒體平台用戶數．．．．．．．．．． 14
表 1-3 研究問題與目的．．．．．．．．．．．．．． 19
表 1-4 研究範圍與研究內容．．．．．．．．．．．． 23
表 2-1 網路口碑定義．．．．．．．．．．．．．．．． 26
表 2-2 意見領袖之文獻．．．．．．．．．．．．．．． 33
表 2-3 購買意願定義．．．．．．．．．．．．．．．． 36
表 2-4 涉入程度的定義．．．．．．．．．．．．．．． 39
表 2-5 RPII 量表．．．．．．．．．．．．．．．．． 40
表 3-1 研究問題目的與假說．．．．．．．．．．．．． 48
表 3-2 操作性定義研究問題．．．．．．．．．．．．． 53
表 3-3 樣本資料來源．．．．．．．．．．．．．．．． 57
表 4-1 消費者基本資料．．．．．．．．．．．．．．． 60
表 4-2 消費者購買目的、頻率、費用與方式．．．．．． 62
表 4-3 消費者認知網路口碑之調查．．．．．．．．．． 64
表 4-4 消費者認知網路意見領袖之調查．．．．．．．． 65
表 4-5 消費者認知網路口碑對於涉入程度與購買意願之調查 66
表 4-6 顧客認知網路口碑評價數量與評價品質研究問項． 68
表 4-7 網路意見領袖的專業度與信任度研究問項．．．． 69
表 4-8 涉入程度研究問項．．．．．．．．．．．．．． 70
表 4-9 購買意願研究問項．．．．．．．．．．．．．． 71
表 4-10 網路口碑因素分析－評價數量與評價品質．．．． 73
表 4-11 網路意見領袖因素分析－專業度與信任度．．．． 74
表 4-12 涉入程度與購買意願因素分析．．．．．．．．． 75
表 4-13 網路口碑、意見領袖、涉入程度與購買意願之迴歸分析．．．．．．．．．．．．．．．．．．．．
78
表 5-1 研究假說彙整表．．．．．．．．．．．．．．． 82
 
圖 目 錄
圖 1-1 醫療及化粧品零售業108與110年營業漲幅．． 5
圖 1-2 研究流程圖．．．．．．．．．．．．．．．． 21
圖 3-1 研究架構圖．．．．．．．．．．．．．．．． 43

一、網路部份

1.李昱緯(2023)，經濟部統計處-口罩令鬆綁，國人生活恢復正軌，助攻藥粧零售業營收創新高[線上資料]，來源：https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=12448。

2.財團法人研究團隊(2023)，2023年網路報告[線上資料]，來源：https://report.twnic.tw/2023/assets/download/TWNIC_TaiwanInternetReport_2023_CH_all.pdf。

3.魏文郡(2022)，經濟部統計處-網購市場順勢躍升新高，成長率優於整體零售業[線上資料]，來源：https://www.moea.gov.tw/mns/populace/news/News.aspx?kind=1&menu_id=40&news_id=98817。

4.Digital. (2023). TAIWAN [Onilne]. Available: https://datareportal.com/reports/digital-2023-taiwan.

5.Friis-Jespersen, C. (2017). Celebrity endorser's credibility: Effect on consumers' attitude toward advertisement: Factors influencing vloggers' credibility among viewers and their relation with attitude toward advertisement [Online]. Available: https://www.diva-portal.org/smash/get/diva2:1117789/FULLTEXT02.pdf.
 
二、中文文獻

1.王又鵬，陳信全，曾忠蕙(2015)，網路遊戲促銷活動透過知覺價值對購買意願的影響效果：以網路遊戲涉入程度為干擾變數，東吳經濟商學學報，91，81-108。

2.王卉芸(2023)，網路評價在美妝保養品產業中對於消費者行為影響之研究，國立中山大學企業管理學系未出版之碩士論文。

3.王來旺，李怡萱(2014)，應用智慧行動 APP 於銷售點管理系統-以網路商店為例，商業現代化學刊，7(4)，209-230。

4.曲淑芬(2021)，意見領袖資訊品質、網路口碑與購買意願關係之研究-以威士忌消費者為例，國立高雄科技大學觀光管理系觀光與餐旅管理碩士班未出版之碩士論文。

5.李佳穎(2020)，意見領袖要素、意見領袖態度、品牌態度與贊助揭露之關係研究，輔仁大學織品服裝研究所未出版之碩士論文。

6.李宜欣(2023)，資訊搜尋行為對購買意願影響之研究-以保養品為例，崑山科技大學企業管理研究所未出版之碩士論文。

7.汪志堅(2017)，網路口碑：網路口碑的前因後果、理論背景與研究趨勢，新北市：前程文化。

8.沈湘縈，杜名峯(2018)，品牌塑造對購買意願影響之影響，管理資訊計算，7(2)，31-43。

9.卓詠欽(2009)，美容資訊社群網站中成員滿意度、意見領袖特質對使用行為影響之研究，國立臺灣師範大學圖文傳播學系未出版之碩士論文。

10.周燕麗(2006)，不同網路購物生活型態者對購物網站之體驗偏好研究，國立交通大學傳播研究所未出版之碩士論文。

11.林佩誼(2010)，廣告對網路口碑效果之影響，國立交通大學管理科學系未出版之碩士論文。

12.徐瑛秀(2010)，ACG 御宅族網路意見領袖特質之研究，南台科技大學數位內容與動畫設計研究所未出版之碩士論文。

13.張莉茵(2022)，社群媒體意見領袖之網路口碑對臉部保養品購買意願之影響—產品涉入為中介，淡江大學國際企業學系未出版之碩士論文。

14.許芙慈(2021)，美妝直播主業配產品對 Instagram、Facebook、YouTube 消費者購買意願之比較，萬能科技大學資訊管理研究所未出版之碩士論文。

15.陳品璋，晁瑞明，林宛俐(2015)，消費者對便利商店霜淇淋購買意願影響因素之研究，管理資訊計算，4(2)，186-195。

16.陳照森，白翊玄(2013)，影響線上拍賣網站購買意願因素之研究，中華科技大學學報，54，103-120。

17.彭梅芳(2016)，故事性行銷對消費者心理與購買意願之影響，國立屏東大學行銷與流通管理學系未出版之碩士論文。

18.彭莉芬(2012)，意見領袖對消費者購買行為之影響-以化妝保養品為例，中原大學企業管理學系未出版之碩士論文。

19.黃冠倫(2015)，全文探勘用於網路社群兩級傳播之研究，國立高雄第一科技大學資訊管理系企業電子化碩士班未出版之碩士論文。

20.黃嚴弘，黃瓊儀(2018)，企業形象、體驗價值、網站品質對滿意度與購買意願之影響－以台糖健康易購網為例，育達科大學報，46，17-54。

21.楊麗寰(2011)，影響意見領袖網路口碑傳播行為之因素探討，國立交通大學資訊管理研究所未出版之碩士論文。

22.潘明全(2010)，支付機制及購物情境對購買意願的影響-以產品涉入為干擾變數，國立成功大學企業管理學系未出版之碩士論文。

23.謝佳純(2009)，台灣年輕族群意見領袖在低價時尚市場之消費文化初探，輔仁大學織品服裝學系未出版之碩士論文。

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