隨著國人生活水平的提昇,百貨公司已經成為台灣最重要的零售通路。另外,愛美是人的天性,化妝品產業是ㄧ種與美麗相關的傳統產業,隨著社會風氣的改變,現今的女性對於化妝品的認知為民生必需品,而不是奢侈品。因此化妝品的消費者日益增加。因此化妝品已經成為各家百貨公司最獲利的產業。因此本研究將針對台灣百貨公司化妝品的購買滿意情形進行研究。 本研究係以修正ECSI指標(European Customer Satisfaction Index)作為本研究主要的研究架構。本研究有兩個研究結論: 對於在台灣百貨公司購買化妝品的顧客而言 1. 顧客期望、人員服務品質、知覺價值均對顧客滿意有影響,其中知覺價值影響顧客滿意最深。 2. 顧客滿意是影響百貨公司購買化妝品重要的中介角色。
With the improvement of countrymen`s standard of living,department stores have become the most important channel in retailing.In addition, aestheticism is the nature of humen。Cosmetic industry is a traditional industry related to“beatuty”。As social propensity acculturated, nowadays for women, cosmetics are regarded as the necessary,not the luxury.Therefore, the consumers of cosmetics increase gradually.As the result of it, department store`s cosmetics are the most profitable industry in each department store.Therefore, this study discuss the satisfaction of department store`s cosmetics buying behavior。 The conceptual framework of this study is based on the revised ECSI model.There are two results from this research: in Taiwan department store`s cosmetics` market 1. Customer expectation、service quality of software、perceived value influence customer satisfaction.Among them, perceived value influence customer satisfaction the most. 2. Customer satisfaction is the most important mediator in department store`s cosmetics buying behavior.