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系統識別號 U0026-0812200914164295
論文名稱(中文) 彩妝品品牌形象、品牌知名度對女性消費者購買決策之影響 —以知覺風險為中介效果之驗證
論文名稱(英文) The Effect of Make-Up's Brand Image and Brand Awareness on Female Consumers' Purchasing Decision - Testify by Perceived Risk as Mediate
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 96
學期 2
出版年 97
研究生(中文) 蔡庚孜
研究生(英文) Keng-Tzu Tsai
電子信箱 R4795106@mail.ncku.edu.tw
學號 R4795106
學位類別 碩士
語文別 中文
論文頁數 106頁
口試委員 口試委員-李國瑋
指導教授-蔡明田
口試委員-李勇輝
中文關鍵字 品牌知名度  知覺風險  購買決策  品牌形象  結構方程模式 
英文關鍵字 Brand Awareness  Brand Image  Purchase Decision  Perceived Risk  Structure Equation Model 
學科別分類
中文摘要 時至今日,很多企業都已清楚的了解到公司最有價值的資產是無形資產,而無形資產中最值得企業重視的就是品牌。而一般企業之所以如此重視品牌的經營,其目的無非是基於以下兩點:一、是希望藉由品牌經營幫助消費者辨識產品;二、是期望透過賦予品牌名稱凸顯產品的差異化價值,以達到提高顧客忠誠度、塑造差異化、以建立其市場領導地位的目的。因此,真正的品牌,不只是讓大家知道這個名字而已,這個名字還要能與消費者心中的認知與消費經驗聯結起來,並同時能在消費者心靈占有一席之地。
爰此,本研究將以一整合性的研究架構,並以台灣女性購買彩妝品例,來探討品牌形象與品牌知名度等兩個重要的品牌概念,在女性消費者購買彩妝品所感受到的知覺風險為一中介效果下,對其購買決策的影響,同時以結構方程模式來驗證整體模式之各項假設。
本研究母體範圍設定為國內有在使用彩妝品之18-55歲女性消費者,並以分層隨機抽樣方式共發出600問卷於北部、中部及南部等人口稠密之都會生活圈。經回收共計583份,並扣除27份無效問卷後,總計有效問卷為566份。研究結果顯示:1.品牌知名度對品牌形象會有顯著正向影響;2.品牌知名度對知覺風險會有顯著負向影響;3.品牌知名度對購買決策會有顯著正向影響;4.品牌形象對知覺風險會有顯著負向影響;5.品牌形象對購買決策會有顯著正向影響;6.知覺風險對購買決策會有顯著負向影響。
本研究提出的建議是彩妝品業者須強化其產品的品牌認知,以讓消費者能從眾多同質性的商品中清楚分辨該品牌;此外,堅持產品的品質、加強銷售人員的訓練以及品牌定位鮮明,方能塑造品牌的良好形象;而在知覺風險上,業者應充份的揭露產品相關的安全資訊,才能讓消費者安心,進而對該品牌產生信賴。
英文摘要 Nowadays,a lot of enterprises have realized that the most valuable assets of the company are the intangible assets,and brand has became the most worthy intangible assets of a company.There are two reasons why enterprises pay so much attention to the management of the brand.First,to help consumers to distinguish the products;second,to highlight the differentiate values of the product in order to increase customer loyalty,establish differentiation and the company’s leading position in the market.Therefore,the real brand is not only let everybody knows about its name,but also can be a connected with customers’ cognition and consumption experience,and can occupy a tiny space in consumer’s soul at the same time.
Accordingly,the present study investigates the effects of two important brand concepts,which are brand image and brand awareness,on female consumers’ make-up purchasing decision in Taiwan.Moreover,this study also use perceived risk that female consumers experienced from make-up buying process as an intermediary variable,and examines the effect of perceived risk on purchasing decision.The Structure Equation Model is used to test the hypotheses in this study.
The population of this research consists of female make-up users from age 18 to 55.Though random sampling,600 questionnaires were mailed to female consumers located in Northern、Central and Southern Taiwan.Of the 600 questionnaires mailed,583 responses were received,27 unusable responses were dropped from the analysis;hence,the final usable responses were 566.
The results of the study were as follows:
1. Brand awareness has significant and positive effects on brand image;
2. Brand awareness has significant but negative effects on perceived risk;
3.Brand awareness has significant and positive effects on the purchasing decision;
4. Brand image has significant but negative effects on perceived risk;
5. Brand image has significant and positive effects on purchasing decision;
6. Perceived risk has significant but negative effects on purchasing decision。
Finally,we suggest that make-up firms should strengthen its products’brand awareness so that consumers could distinguish the brands from numerous homogeneous products.In addition,make-up firms should also insist on products quality,enhance the training of the sales and have a clear brand positioning in order to establish a good brand image.For perceived risk,firms should disclose safety information about the products in order to let consumers feel at ease,and have more confidence on this brand.
論文目次 目錄

中文摘要……………………………………………………………… I.
英文摘要……………………………………………………………… II
誌 謝……………………………………………………………… IV
目 錄……………………………………………………………… VI
表 目 錄…………………………………………………………… VIII
圖 目 錄……………………………………………………………… IX
第一章 緒論
第一節 研究背景……………………………………………… 1.
第二節 研究動機………………………………………………… 2.
第三節 研究目的………………………………………………… 4.
第四節 研究範圍與對象………………………………………… 4.
第五節 研究流程………………………………………………… 5.
第二章 文獻探討
第一節 彩妝品市場概況介紹…………………………………… 6.
第二節 品牌知名度……………………………………………… 14.
第三節 品牌形象………………………………………………… 18.
第四節 知覺風險………………………………………………… 26.
第五節 購買決策………………………………………………… 32.
第六節 各構念間關係…………………………………………… 41.
第三章 研究方法
第一節 研究架構………………………………………………… 48.
第二節 研究假設………………………………………………… 49.
第三節 研究變數操作定義與衡量……………………………… 50.
第四節 問卷設計………………………………………………… 53.
第五節 資料蒐集方法…………………………………………… 55.
第六節 資料分析方法…………………………………………… 56.
第四節 資料分析
第一節 敘述性統計分析………………………………………… 59.
第二節 信度與效度分析………………………………………… 65.
第三節 全體樣本結構方程模式分析…………………………… 74.
第五節 結論與建議
第一節 結論……………………………………………………… 84.
第二節 管理意涵………………………………………………… 87.
第三節 研究限制與後續研究建議……………………………… 90.
參考文獻………………………………………………………………92.
附錄:問卷………………………………………………………… 103.

表目錄
表2-1 台灣彩妝品市場主要銷售品牌…………………………… 8.
表2-2 2007專櫃彩妝品銷售排行………………………………… 12.
表3-1 品牌知名度操作性定義與衡量題項……………………… 50.
表3-2 品牌形象操作性定義與衡量題項………………………… 51.
表3-3 知覺風險操作性定義與衡量題項………………………… 52.
表3-4 購買決策操作性定義與衡量題項………………………… 53.
表3-5 本研究問卷設計與依據…………………………………… 54.
表3-6 各地區人口抽樣比例與問卷分配數……………………… 56.
表4-1 樣本分佈情形……………………………………………… 59.
表4-2 女性受訪者目前主要購買的彩妝品品牌………………… 61.
表4-3 女性受訪者未來最想要購買的彩妝品品牌……………… 61.
表4-4 品牌知名度敘述性統計分析……………………………… 62.
表4-5 品牌形象敘述性統計分析………………………………… 62.
表4-6 知覺風險敘述性統計分析………………………………… 63.
表4-7 購買決策敘述性統計分析………………………………… 64.
表4-8 各構念量表信度分析……………………………………… 66.
表4-9 品牌知名度量表二階驗證性因素分析…………………… 68.
表4-10 品牌形象量表二階驗證性因素分析…………………… 69.
表4-11 知覺風險量表二階驗證性因素分析…………………… 71.
表4-12 購買決策量表二階驗證性因素分析…………………… 72.
表4-13 品牌知名度區別效度分析……………………………… 73.
表4-14 品牌形象區別效度分析………………………………… 73.
表4-15 知覺風險區別效度分析………………………………… 73.
表4-16 購買決策區別效度分析………………………………… 74.
表4-17 變數間之相關係數分析………………………………… 76.
表4-18 整體理論模式衡量模式分析…………………………… 79.
表4-19 各構念對購買決策效果分析…………………………… 82.
表4-20 理論結構模式之路徑係數與假說驗證………………… 83.
圖目錄
圖1-1 研究流程圖………………………………………………… 5.
圖2-1 台灣化妝品市場規模及成長率圖………………………… 7.
圖2-2 台灣化妝品市產業之市場分佈圖………………………… 7.
圖2-3 品牌知識構面圖…………………………………………… 16.
圖2-4 品牌形象三要素…………………………………………… 22.
圖2-5 Howard的消費者決策模型………………………………… 34.
圖2-6 E-K-B 消費者決策模式…………………………………… 35
圖2-7 E-B-M 消費者決策模型…………………………………… 37
圖2-8 Kotler 消費者行為模式………………………………… 38.
圖2-9 A model to interpret consumer’s to choose from an online retailer………………………………………………… 43.
圖2-10 消費者知覺風險理論圖…………………………………… 46.
圖3-1 研究架構圖………………………………………………… 48.
圖3-2 研究假設圖………………………………………………… 49.
圖4-1 理論模式與參數結構圖…………………………………… 75.
圖4-2 修正後整體模式圖………………………………………… 81.
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