臺灣博碩士論文加值系統

全球保養品牌推陳出新，其中不乏眾多名人以自創品牌投入 保養品市場，藉由個人於該領域之知名度、專業能力，建立予消 費者對該品牌之正面形象，本研究旨在討論消費者對名人自創保 養品品牌形象、知覺價值與購買決策之關係:是以曾經使用或購 買保養品經驗的消費者作為研究對象，採用橫斷式電子問卷、以 任意抽樣方式，正式發放數為 650 份(回收 638 份)，經刪除無 效問卷 38 份，有效回收數為 600 份，有效回收率 92.3%，續使用 SPSS 軟體之相關分析，以驗證問卷回收結果。其研究結果顯 示:1.不同人口背景統計變項對名人自創保養品之品牌形象、知 覺價值與購買決策部份具有顯著性差異;2.名人自創保養品之品 牌形象對其知覺價值具有正相關;3.名人自創保養品之品牌形象 對其購買決策具有正相關;4.名人自創保養品之知覺價值對購買 決策具有正相關。研究結果建議如下:1. 在市場經銷方面，需做 好產品的定位與區隔;2. 順應流行趨勢，增強產品研發。

Global skin care brands are innovating, and many celebrities have entered the skin care product market with their own brands. Through their personal popularity and professional capabilities in this field, they have established a positive image of the brand for consumers. This study aims to discuss consumers' perceptions of celebrities. The relationship between self-created skin care product brand image, perceived value and purchase decision-making: This study takes consumers who have experience in using or purchasing skin care products as the research subjects, using a cross-sectional electronic questionnaire and random sampling. The official number of copies issued is 650 (recycled 638 copies), after deleting 38 invalid questionnaires, the number of effective responses was 600, and the effective recovery rate was 92.3%. Related analysis using SPSS software was continued to verify the questionnaire recovery results. The research results show that: 1. Statistical variables with different demographic backgrounds have significant differences in the brand image, perceived value and purchase decision-making of celebrities' self-created skin care products; 2. The brand image of celebrities' self- created skin care products has significant differences in their perceived value. Positive correlation; 3. The brand image of celebrities' self-created skin care products has a positive correlation with their purchase decisions; 4. The perceived value of celebrities' self-created skin care products has a positive correlation with their purchase decisions. The research results suggest the following: 1. In terms of market distribution, it is necessary to position and differentiate products; 2. Follow popular trends and strengthen product research and development.

摘 要...............................................................................................I
ABSTRACT ....................................................................................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.......................................................…….......................2
1.2 研究動機...................................................................……...........3
1.3 研究目的....................................................……..........................5
1.4 研究流程....................................................................……..........6
1.5 研究範圍與限制 .......................................…….......................... 8
1.5.1 研究範圍...................................................……………................8
1.5.2 研究限制.......................................................……………............8
第二章、文獻探討 ..........................................................................9
2.1 品牌形象...................................................……...........................9
2.2 知覺價值.....................................................……….....................11
2.3 購買決策...............................................................………...........14
第三章、研究方法 .........................................................................17
3.1 研究架構...............................................………............................17
3.2 研究假設............................................................………..............18
3.3 問卷設計................................................………..........................18
3.3.1 人口統計變項......................................…………….....................19
3.3.2 品牌形象之衡量題項 ...........................……………....................19
3.3.3 知覺價值之衡量題項 ..............................…………….................20
3.3.4 購買決策之衡量題項 ..................................…………….............22
3.4 調查過程.........................................................……….................22
3.4.1 研究對象.................................................…………….................22
3.4.2 資料蒐集過程.................................................……………..........22
3.5 問卷信效度分析 ..............................................................……….23
3.5.1 品牌形象之項目分析 ..................................………………...........24
3.5.2 知覺價值之項目分析 ......................…..…………….....................25
3.5.3 購買決策之項目分析 .........................………………....................27
3.6 資料分析方法 ............................................……...................…….27
3.6.1 敘述性統計......................................................…………….........28
3.6.2 信度分析...................................................……………...............28
3.6.3 項目分析...................................................……………...............28
3.6.4 因素分析.............................................................…………….....29
3.6.5 獨立 t 檢定...............................……………................................29
3.6.6 單因子變異數分析..........................……………….......................29
3.6.7 迴歸分析.....................................…………….............................30
第四章、研究結果 ..........................................................................31
4.1 樣本特性分析.........................………...........................................31
4.2 因素分析........................................………..................................37
4.3 敘述性統計分析 ..................……..........................................……39
4.3.1 品牌形象之構面..............……………….......................................39
4.3.2 知覺價值之構面............................……………….........................41
4.3.3 購買決策之之構面..........................................………..……........43
4.4 差異性分析......................................……….................................44
4.4.1 獨立樣本 t 檢定..........................................………………............44
4.4.2 單因子變異數分析.............................................…………….......46
4.5 迴歸分析....................................…..................................………..59
4.5.1 名人自創保養品之品牌形象對其知覺價值之影響………………….60
4.5.2 名人自創保養品之品牌形象、知覺價值對其購買決策之影響…61
4.6 研究假設檢定結果 .........................................................…………64
第五章、結論與建議 ...................................................................….66
5.1 結論................................................................................………..66
5.2 建議.........................................................................…...……......68
5.3 研究限制......................................................…..............………....69
5.4 後續研究建議............................................................………........69
參考文獻......................................................................................….71
附錄、調查問卷...............................................................................75

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