臺灣博碩士論文加值系統

自1990年代開始，化妝品的全球市場年成長速度超過全球GDP每年成長的速度。法國的L'OREAL集團研究發現：「每天早上，美國女性平均會抹上七種不同的化妝保養品，而韓國女人最少會塗塗抹抹二十一種以上」。隨著韓流花美男效益及男性品牌大量投入廣告，台灣男性也開始注重美肌保養。具體來說，「保養與化妝」是身處21世紀社會文化語境中，消費者與品牌共建、共享、及共創的文化價值觀。然而現今市場上擁有琳琅滿目的美妝品牌，要如何在眾多產品中脫穎而出成為了各大美妝品牌最致力於研究的課題。

本研究以法國美妝品牌Dior為研究案例，探討其服務品質、品牌形象、來源國形象、顧客滿意度和顧客忠誠度之關連性。採用量化研究的問卷調查法，經由Ptt美妝版 (Make Up)、Ptt美保版 (Beaut Salon)、FashionGuide發放問卷，將回收438份有效問卷進行資料分析與假設驗證。另外從中以立意抽樣法方式抽取五位作為本研究質化訪談受訪者，針對量化研究結果所發現之缺失在質化做進一步分析探討，以提供未來美妝產業經營者行銷策略之相關建議。

本研究之實證結果如下：Dior美妝產品外包裝是導致消費者達到滿意度的主要原因之一，故Dior美妝品牌應該維持一貫高貴、典雅、又奢華的外包裝。且「顧客滿意度」對於「顧客忠誠度」呈正向顯著影響。而若要提高顧客對於價錢的滿意度，以「來源國形象」的「一般國家屬性」影響最大；若要提高顧客對於情感的滿意度及增加顧客向他人推薦與再購意願的忠誠度，以「品牌形象」之「象徵經驗性」影響最大；若要提高顧客購買週邊產品的忠誠度，以「服務品質」的「可靠反應保證性」影響最大。而提昇「有形性」及「整體產品屬性」皆能提昇「品牌形象」。

Since the 1990s, the global cosmetics market annual growth rate has more than the annual growth rate of global GDP. According to the study of France L'OREAL Group reported that American women have worn 7 different cosmetic products every morning ; Korean women have worn more than 25 different cosmetic products. As the rate of Korean boys who wearing cosmetics gradually increases, the company of cosmetic products, which is for men, also invests more money for advertising. For this reason, the men, who living in Taiwan, have started to care their skin protection more than before. Specifically, the concept of Skin care and Make up is one of popular issues in the 21st century cultural values, including co-structured, co-shared, and co-created between consumers and brands.However, there are many diverse cosmetic brands in the cosmetic market of Taiwan. Therefore, for each company, there is no denying that becoming a main brand in Taiwan is the most important issue.
I have surveyed Christian Dior to be the example in this study. Moreover, we will discuss the relevance of the service quality, the image of brand, the image of producing country, the customer satisfaction and the customer loyalty. We have finished this research by quantitative research, which wassend survey questionnaires via the website of Ptt (Make Up), Ptt (Beaut Salon), and FashionGuide. After that, I used SPSS.18, a statistics program, to analyze the result from 438 valid questionnaires and to proof hypothesis. Furthermore, I have chosen 5 consumers to do the qualitative research, also, we have talk about more detail when we have interview. Based on the result of quantitative research, we have done more discussion. In addition, I hope this research will provide some relevant proposals for marketing strategy of Cosmetic Industry corporations.
Judging from this study mentioned that one of the main reasons to cause customer feel satisfying is product packaging in Dior cosmetic products. For this reason, I am of the opinion that the packaging should be maintained their style as usual, which is noble, elegant, and luxury. We also demonstrated customer satisfaction has distinguished positive influences for customer loyalty. On the other hand, if ventures want to improve the satisfaction of the cost, their properties in t the image of producing country would have dramatic effects. Besides, if ventures want to improve customer irrational satisfaction, and they expect customer will recommend their products to other customers; they also have repurchase intention. As above, the experience of symbolic and experiential in the image of brand would be the greatest impact. Last but not least, if ventures want to increase the loyalty of customers to buy other peripheral merchandises, the reliability, the responsiveness and the assurance in the service quality would be the most dramatic impact. Then, to improve tangibles and all product properties has benefited to the service quality.

第一章 緒論........ ............1
1.1研究背景........ ............1
1.2研究動機........ ............3
1.3研究目的與問題.. ............5
1.4研究流程........ ............5

第二章 文獻探討.... ............6
2.1 Dior品牌沿革... ............7
2.2服務品質........ ............9
2.2.1服務品質的定義 ...........10
2.2.2服務品質的衡量構面.......10
2.3品牌形象...................12
2.3.1品牌形象的定義 ...........12
2.3.2品牌形象的衡量構面.......12
2.4來源國形象.................15
2.4.1來源國形象的定義.........15
2.4.2來源國形象的衡量構面.....15
2.5顧客滿意度.................17
2.5.1顧客滿意度的定義.........17
2.5.2顧客滿意度的衡量構面.....18
2.6顧客忠誠度.................19
2.6.1顧客忠誠度的定義.........19
2.6.1顧客忠誠度的衡量構面.....20
2.7各因素關係之探討 ...........21

第三章 研究方法...............24
3.1研究架構...................25
3.2研究假設...................26
3.3研究變項與操作型定義.......27
3.3.1服務品質.................27
3.3.2品牌形象.................28
3.3.3來源國形象...............29
3.3.4顧客滿意度...............30
3.3.5顧客忠誠度...............31
3.3.6人口統計變項.............33
3.4資料分析方法...............34
3.5研究對象介紹...............36
3.6問卷前測...................37

第四章 資料分析...............38
4.1樣本結構分析...............38
4-2描述性統計分析.............41
4-3因素分析與信度檢定.........44
4.4 Pearson相關分析 ...........57
4.5迴歸分析...................64
4.5.1一階構面迴歸分析.........65
4.5.2 二階構面迴歸分析........67
4.6人口統計變項分析 ...........78
4-7假設驗證...................85
4-8 質化訪談..................87

第五章 結論與建議.............90
5.1擬定出主要消費客群.........90
5.2研究結果...................90
5.3行銷策略建議..............100
5.4研究限制..................104

參考文獻.....................106

附錄一 正式問卷..............113

附錄二 深入訪談內容..........117




表目錄

表2-1-1 2010年~2013年Dior彩妝主題風格、文案敘述及產品圖像..................8
表2-2-1 Parsuraman , Zeithaml & Berry(1988)SERVQUAL量表...................11
表3-3-1 服務品質之衡量構面與操作型定義....................................27
表3-3-2 服務品質構面之問卷題項............................................28
表3-3-3 品牌形象之衡量構面與操作型定義....................................28
表3-3-4 品牌形象構面之問卷題項............................................29
表3-3-5 來源國形象之衡量構面與操作型定義..................................30
表3-3-6 來源國形象構面之問卷題項..........................................30
表3-3-7 顧客滿意度之衡量構面與操作型定義..................................31
表3-3-8 顧客滿意度構面之問卷題項..........................................31
表3-3-9 顧客忠誠度之衡量構面與操作型定義..................................32
表3-3-10 顧客忠誠度構面之問卷題項..........................................32
表3-3-11 人口統計變項之衡量構面與衡量尺度..................................33
表3-6-1 本研究問卷前測之KMO檢定表.........................................37
表4-1-1 人口統計變項樣本統計資料表........................................40
表4-2-1 服務品質構面問項之平均數與標準差..................................41
表4-2-2 品牌形象構面問項之平均數與標準差..................................42
表4-2-3 來源國形象構面問項之平均數與標準差................................43
表4-2-4 顧客滿意度構面問項之平均數與標準差................................43
表4-2-5 顧客忠誠度構面問項之平均數與標準差................................44
表4-3-1 本研究各構面之球形檢定與KMO值.....................................45
表4-3-2 服務品質構面轉軸後的成份矩陣......................................46
表4-3-3 品牌形象構面轉軸後的成份矩陣......................................47
表4-3-4 來源國形象構面轉軸後的成份矩陣....................................47
表4-3-5 顧客滿意度構面轉軸後的成份矩陣....................................48
表4-3-6 顧客忠誠度構面轉軸後的成份矩陣....................................49
表4-3-7 服務品質構面之因素分析............................................50
表4-3-8 品牌形象構面之因素分析............................................52
表4-3-9 來源國形象構面之因素分析..........................................53
表4-3-10 顧客滿意度構面之因素分析..........................................54
表4-3-11 顧客忠誠度構面之因素分析..........................................56
表4-3-12 本研究各構面之信度分析...........................................57
表4-4-1 Pearson相關分析結果...............................................58
表4-4-2 服務品質與顧客滿意度相關分析結果..................................59
表4-4-3 服務品質與顧客忠誠度相關分析結果..................................59
表4-4-4 品牌形象與顧客滿意度相關分析結果..................................60
表4-4-5 品牌形象與顧客忠誠度相關分析結果..................................60
表4-4-6 來源國形象與顧客滿意度相關分析結果................................61
表4-4-7 來源國形象與顧客忠誠度相關分析結果................................62
表4-4-8 服務品質與品牌形象相關分析結果....................................62
表4-4-9 來源國形象與品牌形象相關分析結果..................................63
表4-4-10 顧客滿意度與顧客忠誠度相關分析結果................................63
表4-4-11 Pearson相關分析結果示意圖........................................64
表4-5-1 服務品質、品牌形象、來源國形象對顧客滿意度的簡單迴歸分析..........65
表4-5-2 服務品質、品牌形象、來源國形象對顧客忠誠度的簡單迴歸分析..........66
表4-5-3 顧客滿意度對顧客忠誠度的的簡單迴歸分析............................66
表4-5-4 服務品質、品牌形象、來源國形象對情感滿意度的複迴歸分析............68
表4-5-5 服務品質、品牌形象、來源國形象對價格滿意度的複迴歸分析............70
表4-5-6 服務品質、品牌形象、來源國形象對推薦與再購意願的複迴歸分析........72
表4-5-7 服務品質對品牌形象的複迴歸分析....................................74
表4-5-8 來源國形象對品牌形象的複迴歸分析..................................75
表4-5-9 顧客滿意度對顧客忠誠度的複迴歸分析................................77
表4-5-10 顧客滿意度對顧客忠誠度的複迴歸分析................................78
表4-6-1 年齡與各構面變項間之差異化分析....................................79
表4-6-2 婚姻狀況與各構面變項間之差異化分析................................80
表4-6-3 職業與各構面變項間之差異化分析....................................81
表4-6-4 教育程度與各構面變項間之差異化分析................................81
表4-6-5 每年購買美妝產品之金額與各構面變項間之差異化分析..................82
表4-6-6 每年購買美妝產品之次數與各構面變項間之差異化分析..................83
表4-6-7 購買美妝產品的地點................................................84
表4-6-8 人口統計變項與各變項構面之間差異化分析總表........................84
表4-7-1 本研究假設驗證結果總表............................................85
表4-8-1 質化研究深入訪談法之人口統計資料..................................87
表4-8-2 質化研究深入訪談之訪談重點整理....................................87
表5-2-1 人口統計變項對於各構面之顯著差異性...............................100


圖目錄


圖1-4-1 研究流程圖........................................................6
圖3-1-1 研究架構圖.......................................................25
圖4-7-2 研究架構圖（新）.................................................86

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