青少年色彩化?菻~品牌忠誠度之研究---以台北縣、市高職女生為例

The Brand Loyalty Study of Teenagers’Coloring Make-up—Examples of the Vocational High School Female Students In Taipei County and Taipei City

陳明献(Ming-Hsien Chen)

指導教授 ： 曾義明

淡江大學/商學院/國際貿易學系國際企業學碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00467

摘要

社會的進步，國人生活水準的提昇，化?菻~已進入民生用品的時代。化?菻~市場的年齡有逐漸下降的趨勢。根據內政部2001年調查，台灣北部地區12歲~14歲的青少年每月平均零用錢有4,162元。在龐大商機之下，企業如何能贏得青少年對產品的忠誠度，是每個企業主要的行銷策略。以往國內較少研究青少年對於色彩化?菻~品牌忠誠度之研究。因此，本研究以消費者特性、行銷活動、品牌形象及價格認知等4個自變數來分析與品牌忠誠度之間的關係。
消費者的品牌忠誠度，影響因素因人而異，究竟有那些因素會影響消費者的品牌忠誠度。本研究採用配額抽樣法，針對台北縣、市高職美容科3年級女性學生為研究對象，進行因素分析、多重比較法來分析人口統計與消費者特性、行銷活動、品牌形象及價格認知之關係。再利用迴歸分析、變異數分析來瞭解與品牌忠誠度之關係。

本研究結果顯示：
1.購買色彩化?菻~的品牌以日系資生堂集團的產品為最第1名。
2.消費者特性及價格認知對品牌忠誠度並未有顯著的影響
3.訊息來源越多及消費者的興趣會影響消費者的支出比率及購買次數。
4.行銷活動對品牌忠誠度有顯著的影響。
5.產品設計比產品知名度與品質更顯著的影響品牌忠誠度
6.產品設計、產品知名度與品質及購物的方便性會影響購買次數。
7.產品設計及行銷活動會影響購買化?菻~的支出比率。

關鍵字

青少年 ； 色彩化?菻~ ； 品牌忠誠度

並列摘要

Due to the progress of the whole society and the advance of the living standard, Cosmetics have turned to be part of the living commodities. The consumers’ age in the cosmetic market is trending downward. According to the 2001 survey of the Ministry of the Interior, the teenagers aged 12 to 14 in the north of Taiwan have pocket money 4,162 dollars per month. With such a huge commercial possibility, gaining the teenagers’ brand loyalty has become the essential marketing strategy for each business. In the past, teenagers’ brand loyalty of coloring make-up is seldom researched. Therefore, the thesis aims to analyze the relationship between the brand loyalty and the four independent variables, namely, consumers’ quality, marketing activities, brand image and price cognition.
Consumers’ brand loyalty depends on consumers. The thesis applies the method of quota sampling to do the research on the vocational high school 3rd grade female students of the Beauty Cosmetics Department in Taipei County and Taipei City. By the method of quota sampling, the thesis, therefore, does the factor analysis. In addition, the thesis applies the multiple comparative method to analyze the relations between population statistics and consumers’ quality, marketing activities and price cognizance. Furthermore, regression analysis and variable analysis are also applied to help realize the relations between the population statistics and brand royalty.
The results of the study are as follows:
1.Shiseido (TMC) takes the first prize as the coloring make-up brand bought the most.
2.Consumers’ quality and price cognizance have no obvious influences on the brand royalty.
3.Information sources and consumers’ interests have influences on the rate of expenditure and the frequency of purchase.
4.Marketing activities have obvious influences on the brand royalty.
5.Product design has more obvious influences on the product awareness and quality does.
6.Product design, product awareness and quality, shopping convenience have influences on the frequency of purchase.
7.Product design and marketing activities have influences on the rate of cosmetic expenditure.

並列關鍵字

teenagers ； coloring make-up ； brand royalty

參考文獻

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