- 學位論文
從網路美妝保養品探討品牌形象對於消費者購買意願之影響
The Impact of Brand Image on Purchase Intention Based on Internet Skin Care Products
摘要
處身於電子商務蓬勃發展的境況之下，網路平台上的商品行銷策略對於消費者購買意願有著極大的影響力。然而，在面對不同的商品屬性、消費群眾，抑或是銷售管道上，皆不容忽視品牌形象對於購買意願之影響。當今，消費習慣的轉變與革新，在美妝商品的業態之中，保養品已躍升成為美妝產業中最具發展潛力之商品，相較於普遍認知的化妝品消費者更寵愛保養品。惟先前在於美妝保養品相關研究較為罕見，故本研究主要為探討美妝保養品在於電子商務的銷售趨勢下，其網路行銷的策略、品牌形象的建立，對潛在消費者購買意願間的關聯性。本研究係採用問卷調查法進行資料蒐集，透過回收之405份有效問卷進行統計分析與假設驗證，結果發現網路行銷、品牌形象及購買意願間存在著正向顯著的影響關係，其品牌形象在網路行銷與購買意願間扮演著重要的中介角色。據此，本研究認為在宏觀的網路媒介下，美妝保養品的消費者相當重視品牌形象的形塑，更會因感知程度的優劣，而對購買意願產生評判。最後，研究係針對網路美妝保養品平台，提出相關實務經營之操作與建議。
並列摘要
In the condition of awakening E-Commerce development, the product's marketing strategy on an internet platform tremendously influences the consumer’s purchase intention. We must recognize the power of the brand image on purchase intention when encountering various product attribution, consumption group, or sales channels. Nowadays, along with the change and innovation in consumption habits, the skin care product has jumped up and become a product with maximum developing potential in the makeup industry. Comparing makeup which is regarded with better cognition in general, the skincare product is preferable to the consumer. The early study on skin care products of the makeup category was rarely seen. Therefore, the study primarily focused on exploring and discussing the strategy of internet marketing, establishing brand image, and connecting to potential consumers’ purchase intention of skincare products of the makeup category under the trend of sales in E-Commerce development. The data was collected for this study through the questionnaire, the statistical analysis, and hypothesis verification was conducted by collecting 405 copies of valid questionnaires; the result of this study discovered a positive and apparent influence relationship among Internet marketing, brand image, and purchase intention. The brand image played an important role as an intermediary between Internet marketing and purchase intention. Therefore internet marketing in the macroscopic view of the study, the consumer for the skin care products of the makeup category does emphasize the formation of brand image, and the judgment of purchase intention will be made based on the degree of recognition of pros and cons. Finally, this study is particularly for the Internet skincare makeup platform and to submit related practical business manipulation and suggestion.