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系統識別號 U0026-0812200915082679
論文名稱(中文) 影響女性消費者對專櫃化妝品忠誠度因素之研究-以關係品質為中介效果之驗證
論文名稱(英文) A Study on Factors that Influence Female Consumer’s Loyalty to Counter Cosmetics-Testify by Relationship Quality as Mediator
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 97
學期 2
出版年 98
研究生(中文) 曹雅惠
研究生(英文) Ya-Hui Tsao
學號 r4696127
學位類別 碩士
語文別 中文
論文頁數 121頁
口試委員 口試委員-康信鴻
指導教授-莊雙喜
口試委員-蔡明田
中文關鍵字 關係品質  知覺價值  關係結合方式  化妝品產業  品牌權益  顧客忠誠度 
英文關鍵字 Relationship Quality  Method of relationship connection  Brand Equity  Cosmetic  Counter Distribution  Customer Loyalty  Perceived Value 
學科別分類
中文摘要 化妝品產業是一種與美麗相關的產業,也是低污染、高附加價值、重視形象與品牌的產業。由於近年來台灣國民所得不斷提昇,為了追求美麗而購買化妝品,不再是奢侈的行為,已成為一般人生活中重要的活動。

根據調查,專櫃通路是消費者購買化妝品時的第一首選,故本研究針對此通路的化妝品,探討品牌權益、關係結合方式,知覺價值,關係品質,及顧客忠誠度等構面之間的關係。由於時間及成本的限制,本研究採用便利抽樣法,針對曾經或正在使用專櫃化妝品的女性顧客發放問卷。最後總共回收506份,回收之有效樣本共421份,有效問卷回收率83.20%。

本研究採用線性結構模式,來檢視假設、理論架構及研究架構之配適度及之驗證。並且利用差異性分析,探討不同的消費者特性及消費習慣在顧客忠誠度之表現,是否有顯著的差異存在。根據統計分析之實證結果,歸納出以下結論:
1.品牌權益雖然無法直接正向影響顧客忠誠度,卻可以透過關係品質的中介效果對顧客忠誠度產生正向影響效果。
2.關係結合方式能夠透過關係品質的中介效果,對顧客忠誠度產生正向影響效果。
3.知覺價值不但能直接對顧客忠誠度產生正向影響效果,也能透過關係品質的中介效果,對顧客忠誠度產生正向影響效果。
4.不同之人口統計變數及消費習慣在顧客忠誠度上有顯著差異存在。
英文摘要 Cosmetic industry is not just a beauty-related but also low-pollution, high-added-value, and image and brand emphasis industry. Due to the gradual increase of the national income of Taiwanese people in recent years, people buying cosmetics for pursuing beauty is no longer a luxurious behavior, it becomes an important activity in people’s life.

According to the investigation, the counter distribution is consumer’s first choice when they buy cosmetics. Therefore, the study aimed at counter distribution to discuss the relationship among the dimensions of brand equity, the methods of relationship connection, perceived value, relationship quality and customer loyalty. Due to the limitation of time and cost, the study adopts convenience sampling and the questionnaires are distributed out to female customers who have been or are using counter cosmetics. In final, there were 506 questionnaires received, including 421 usable samples, and the percentage of received usable questionnaire is 83.20%.

The study adopts linear structure relation model to test the assumptions, the structure of the theories, and the structural properties. And the analysis of differences among consumers and the consuming habits was used to see if there are obvious sensitivities to the dimension of customer loyalty. According to statistical analysis, we summarized some conclusions as below:
1. Brand equity can not affect costumer loyalty directly, but it can affect customer loyalty un-directly through relationship quality.
2. The method of relationship connection can affect costumer loyalty directly through the relationship quality.
3. Perceived value not only effect customer loyalty directly, but can affect customer loyalty through relationship quality.
4. Variation of different samples and consuming habit affects the result of the customer loyalty.
論文目次 中文摘要............ ....................................Ⅰ
Abstract.................................................Ⅱ
誌謝.....................................................Ⅲ
目錄.....................................................Ⅳ目錄.....................................................Ⅵ
圖目錄.................................................VIII
第壹章 緒論..............................................1
第一節 研究背景..........................................1
第二節 研究動機..........................................3
第三節 研究目的..........................................5
第四節 研究範圍及對象....................................6
第五節 研究流程..........................................7
第貳章 文獻探討..........................................8
第一節 化妝品產業定義與發展概況..........................8
第二節 品牌權益.........................................12
第三節 關係行銷….......................................22
第四節 知覺價值.........................................29
第五節 關係品質.........................................34第六節 顧客忠誠度.......................................39
第七節 各構面間關係.....................................43
第參章 研究方法.........................................47
第一節 研究之概念性架構.................................47
第二節 研究變數操作性定義...............................49
第三節 各構面之操作性定義與衡量..........................50
第四節 研究設計.........................................55
第五節 資料蒐集方法.....................................57
第六節 資料分析方法.....................................58
第肆章 資料分析與發現...................................62
第一節 研究樣本之敘述性統計分析.........................62
第二節 各研究構面之敘述性統計分析.......................67
第三節 各研究構面之因素及信度分析.......................73
第四節 線性結構關係模式分析.............................80
第五節 人口統計變數在顧客忠誠度之差異分析...............90
第伍章 結論.....................................................96
第一節 研究結論 .............. .................................96
第二節 管理意涵................................................102
第三節 研究限制與後續研究建議..................................105
參考文獻........................... ............................107
附錄問卷........................................................116
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5.陳麗雅,「關係結合方式與顧客忠誠度關聯性之研究─證券業服務接觸之分析」,銘傳大學國際企業管理研究所碩士論文,民90。
6.陳佳妤,「不同通路型態對產品品質、服務品質和顧客滿意度之影響-以香水產品為例」,國立成功大學企業管理研究所碩士論文。民95年。
7.張嘉文,「化妝品不同通路型態之消費者特性研究」,淡江大學管理科學研究所碩士論文。民89年。
8.謝福樹,「從關係行銷探討關係品質之模式─以我國銀行業為例」,義守大學管理研究所碩士論文。民90。
9.葉香麟,「品牌形象、品牌關係與知覺品質關係之研究-以美白化妝品業為例」,銘傳大學管理科學研究所碩士論文。民92。
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11.http://www.biopharm.org.tw 經濟部工業局生物技術與醫療工業發展推動小組
12.http://www.isurvey.com.tw/ 東方線上行銷資料庫
13.http://www.nbic.org.tw/ 經濟部中小企業處南港生技育成中心資訊服務網
14.http://www.scs.org.tw/ 經濟部工業局
15.http://www.twcia-cos.org.tw/ 台灣化妝品工業同業工會
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