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標題: 台灣化妝品購買意願之研究- 促銷活動、認知價值、品牌形象與生活型態之應用
A Study of Cosmetics Purchase Intention In Taiwan, An Application of Promotion, Perceived Value, Brand Image, and Lifestyles
作者: 楊孟芳
Yang, Meng-Fang
出版社: 行銷學系所
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摘要: 本研究主要目的在於探討現今化妝品業者推出的各式各樣促銷活動,想要刺激消費者化妝品的購買意願,其中不同型態的促銷活動是否都能引起消費者的注意與喜好,而現今社會消費意識高漲,網路美容資訊取得便利,加上女性消費者首次接觸化妝品年齡降低,消費習慣也瞬息萬變,故本研究並探討生活型態及品牌形象對於認知價值的作用,以及認知價值再對購買意願的影響程度。本研究對象為一般社會大眾,並使用信、效度分析、樣本敘述性統計分析、因素分析、集群分析、複迴歸分析及交互作用分析,以檢定本研究之假設。 本研究發現: 折扣或降價、社會價值、品質功能價值均對購買意願有顯著影響;功能性、社會性、體驗性品牌形象幾乎都能針對社會價值、價格功能價值、品質功能價值、情緒價值呈顯著的影響,其中以功能性品牌形象及體驗性品牌形象較為顯著;贈品與彩妝服務均對品質功能價值、價格功能價值有顯著的影響;認知價值對於購買意願的影響,則不受到生活型態的干擾。
The purpose of this study is to explore the cosmetics industry's various promotional activities, which they want to stimulate the consumers' desire of buying cosmetics. The different types of promotional activities can cause consumer's attention and preferences. Current consumption of modern society awareness is getting higher; getting beauty information online is also easier. In addition, many young consumers starts using cosmetics, and the consumption habits are vary. This study is to explore the influence of lifestyles and brand image for perceived value, and perceived value influence on purchase intention. The subject is general public, using the reliability and validity of the sample descriptive statistics analysis, factor analysis, cluster analysis, multiple regression analysis and interaction analysis to test the research hypothesis. The study found: Discount or price reduction, social values, and quality function value will have a significant impact on purchase; functional, social, experiential brand for almost all social value, functional value price, quality, functional value, emotional value showed a significant impact. Among them, functional brand image and experience of the brand image is more significant; gifts and make-up services are on the quality function value, functional value price has a significant impact; perceived value for the purchase intention, was not affected by lifestyle interference.
其他識別: U0005-1308201004373400
Appears in Collections:行銷學系所



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