美容保養品直銷會員消費行為之研究

一般而言，美容保養品的顧客滿意度與顧客忠誠度研究，主要是針對外部客戶來做分析，而對於又是客戶、又是直銷商的直銷會員而言，也就是組織內的成員又是客戶的身分，很少有學者在探討這方面的議題。本研究主要目的是透過一家美商直銷公司的會員，探討直銷會員對於消費體驗、購買意願、顧客滿意度與顧客忠誠度之間的關聯性，以做為相關產業之企業的參考。研究結果發現，直銷會員對消費體驗、購買意願、顧客滿意度與顧客忠誠度，在區域、年齡、婚姻、教育程度、職業、個人月收入等不同人口統計變數都有不同程度的顯著差異，且研究結果也顯示，消費體驗對購買意願有顯著的正向影響；消費體驗對滿意度有顯著正向影響；購買意願對滿意度有顯著正向影響；滿意度對忠誠度有顯著正向影響。

關鍵字

美容保養品；直銷會員；消費體驗；購買意願；顧客滿意度；顧客忠誠度

並列摘要

In generally, the research on customer satisfaction and customer loyalty of beauty care product is mainly to analyze external customers, and for direct selling members who are both customers and direct sellers, that is, the members of the organization are also customers, lack of scholars have discussed this issue. The main purpose of this study is to explore the correlation between direct selling members' consumption experience, purchase intention, customer satisfaction and customer loyalty through members of a US-based direct selling company. The results of the study found that there were significant differences in different demographic variables such as region, age, marriage, education level, occupation, personal monthly income and other demographic variables of direct selling members in terms of consumption experience, purchase intention, customer satisfaction and customer loyalty. The results of this study also show that consumption experience has a significant positive effect on purchase intention; consumption experience has a significant positive effect on satisfaction; purchase intention has a significant positive effect on satisfaction; satisfaction has a significant positive effect on loyalty.