品牌可信度之關聯性研究－以化妝品業爲例

Brand Credibility;Perceived Quality;Perceived Risk;Information Search;Cosmetic Industry

周文賢 ； 許連仁

《華人經濟研究》 3卷2期 (2005/09) Pp. 1-30

https://doi.org/10.30065/JCER.200509.0001

摘要

本研究以Erdem and Swait(2004)所提出之品牌可信度與認知品質、認知風險、資訊成本的關餘，作為理論基礎。探討在不同人文變數時，消費者對化妝品品牌可信度、認知品質、認知風險、資訊搜尋是否有差異?以及驗證化妝品品牌可信度之時聯性。並進而了解不同化妝品品牌可信度之相對影響力，以利策略之擬定。所運用的統計方法包括敘述性統計、因素分析、單因子變異數分析、迴歸分析等。研究對象為居住在台北、台中、高雄三大都會區，曾經使用過資生堂、SKⅡ、佳麗寶之消費者。回收816份有效問卷，依實證結果研擬行銷策略。

關鍵字

品牌可信度 ； 認知品質 ； 認知風險 ； 資訊搜尋 ； 化妝品業

並列摘要

The study was with the relationship among 8rand Credibility, Perceived Quality, Perceived Risk, and Information Search which were proposed by Erdem and Swait (2004) to be the basis of this thesis. The study investigated on the difference of brand credibility, perceived quality, perceived risks and information search that consumers have toward cosmetics under different humanities variables. It also verified the correlation of cosmetic brand credibility and further probed the comparative influence of cosmetic brand credibility, so the results may be used as the reference for future strategy planning. Then it analyzes the information by descriptive statistics, factor analysis, one-way analysis of variance and regression analysis. Focusing on the consumers residing in Taipei, Taichung and Kaohsiung, 3 urban districts, who have used Shiseido, SKII and Kanebo. A total of 816 valid questionnaires were collected, this study proposed the marketing strategies based on the results of statistical analysis.

並列關鍵字

8rand Credibility ； Perceived Quality ； Perceived Risk ； Information Search ； Cosmetic Industry