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系統識別號 U0026-2508201113462900
論文名稱(中文) 化粧品GMP認證知曉程度與認知品質、品牌可靠度為中介變數之購買意願關係研究
論文名稱(英文) The Impact of Awareness of Cosmetic GMP on Consumer Purchase Intention: The Mediating Effects of Perceived Quality and Brand Credibility
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 99
學期 2
出版年 100
研究生(中文) 周怡均
研究生(英文) I-chun Chou
學號 RA797124
學位類別 碩士
語文別 英文
論文頁數 55頁
口試委員 指導教授-康信鴻
口試委員-何炎殷
口試委員-鄭至甫
召集委員-黃國平
中文關鍵字 認知品質  品牌可靠度  購買意願 
英文關鍵字 Perceived Quality  Brand Credibility  Purchase Intention 
學科別分類
中文摘要 本研究利用Erdem和Swait信號理論之品牌可靠度影響購買意願為模型,以化粧品 GMP認證知曉程度和認知品質為中介變數,來探討消費者認知品質和品牌信譽對購買意願的影響。
使用一個自填問卷調查法,問卷回收434份,這項研究結果顯示認識化粧品 GMP認證知曉程度、認知品質和品牌可靠度,在現有的環境預測購買意願。這些研究結果可延伸對了解符合變數和強度的影響之間的關係。
英文摘要 Drawing from signaling theory, this study utilizes Erdem and Swait’s (1998) framework of brand credibility effects purchase intention with variables of awareness of cosmetic GMP and the potential factors of the mediators, perceived quality and brand credibility that influence consumers’ purchase intention.
Using an self-administered survey (N = 434), the results of this research demonstrates a new relationship between awareness of cosmetic GMP certification, perceived quality and brand credibility in predicting purchase intention in the existing environment. These results extend research in understanding the relationship between the fit variables and the strength of their effects.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation. 2
1.3 Research Objectives. 2
1.4 Research Procedure. 3
CHAPTER TWO LITERATURE REVIEW 4
2.1 Cosmetics Industry. 4
2.1.1 Definition of Cosmetics. 4
2.1.2 Definition of Medicated Cosmetics. 5
2.2 Cosmetic GMP. 6
2.2.1 Introduction to the ISO 22716:2007 Standard on GMP for Cosmetic Products in the European Union. 6
2.2.2 The Adoption of GMP for Cosmetic Products in ICCR and ASEAN. 7
2.2.3 The Adoption of GMP for Cosmetic Products in Taiwan. 9
2.2.4 Shiseido Taiwan. 10
2.3 Definition of Relevant Research Variables. 11
2.3.1 Awareness. 11
2.3.2 Perceived Quality. 12
2.3.3 Brand Credibility. 13
2.3.4 Purchase Intention. 16
2.4 Research Direction. 16
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 19
3.1 The Conceptual Model. 19
3.2 Hypothesis Development. 20
3.3 Operational Definition of the Research Variables. 21
3.3.1 Awareness for GMP Certification. 21
3.3.2 Perceived Quality. 22
3.3.3 Brand Credibility. 23
3.3.4 Purchase Intention. 24
3.4 Questionnaire Design. 25
3.5 Sampling Method. 26
3.6 Data Analysis Techniques. 26
CHAPTER FOUR ANALYSIS AND RESULTS 29
4.1 Descriptive Statistics. 29
4.1.1. Descriptive Statistic Analysis of Respondents. 29
4.1.2. Descriptive Statistic Analysis of Research Constructs. 31
4.2 Purification and Reliability of the Measurement Variables. 33
4.2.1 Factor Analysis. 33
4.2.2 Reliability Test. 33
4.3 Regression Results. 35
CHAPTER FIVE CONCLUSIONS 40
5.1 Discussion. 40
5.2 Incidents. 40
5.3 Contributions. 42
5.3.1 Theoretical Implications. 42
5.3.2 Empirical Implications. 42
5.3.3 Managerial Implications. 43
5.3.4 Limitations. 43
5.3.5 Further Studies. 44
REFERENCES 45
APPENDICES 51
Appendix 1: Survey Questionnaire 51
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