影響消費者對網路保養品購買意願之因素分析-以某網路知名保養品品牌為例

Affect Consumer to Buy Factor Analysis on the Network Skin Care Products - A Case Study of Well-Known Network Skin Care Products Brand

許鈺祥(Yu-Hsiang Hsu)

指導教授 ： 張文華

國立臺北科技大學/管理學院/工業工程與管理系碩士班/碩士(2012年)

摘要

在現今化妝品市場競爭激烈的時代，其中隨著網路環境的成熟及消費者生活習慣的改變，網路購物已成為現代消費者最主要的消費管道之一，過去國內對於化妝品產業相關的研究大部分是對於化妝品的消費者所做的消費者行為分析，但是幾乎都是以實體通路業者進行研究。本研究將站在保養品廠商之立場，對單一網路保養品業者之消費族群進行消費者行為分析，試圖探討消費者對化妝保養品既有的資訊來源、產品屬性，業者的購物網站服務品質，消費者所感受到的知覺風險，與消費者購買意願之間所呈現的關係，以期了解目前影響消費族群購買意願的因素為何，提供廠商新的行銷方法和構思不同與以往的經營型態，進而增加銷售量。本研究是以某知名網路保養品品牌為實證對象，採用問卷調查法並以結構方程模式找出各個影響消費者購買意願的變數間之關係。研究結果發現：產品屬性對購買意願、網站服務品質對購買意願、產品屬性對知覺風險，網站服務品質對知覺風險皆有顯著的正向影響；資訊來源對購買意願、資訊來源對知覺風險與知覺風險對購買意願並無顯著的影響；以此研究結果，可研擬行銷策略提供業界做為參考，期望能對其品牌策略之制定有所貢獻。

關鍵字

保養品 ； 購買意願 ； 知覺風險 ； 結構方程模式

並列摘要

In today's era of intense competition in the cosmetics market, which along with the maturity of the network environment and changes in consumer habits, online shopping has become one of the modern consumer the most important consumer pipeline, past the cosmetic industryconsumer behavior analysis done by the consumers of cosmetics, but almost all of the entities to retailers. In this study, standing in the position of skin care products manufacturers and consumer groups on a single network care products industry, consumer behavior analysis, an attempt to investigate the source of consumer information on cosmetic products both product attributes, the industry's shopping website service quality perceived risk felt by consumers, and showing the relationship between consumer purchase intention, in order to understand why the purchase intention of factors affect consumer groups, manufacturers of new marketing methods and ideas different from the previous management style, and then increase sales volume. This study is a well-known network care products brand empirical object, using a questionnaire and structural equation modeling to identify the relationship between the various variables influence consumers' purchasing intention. The study found: product attributes and purchase intention, website service quality and purchase intention, product attributes, perceived risk, the quality of web services both significant positive impact on the perceived risk; source of information on willingness to buy, the source of information on perceived risk and perceived risk no significant impact; this study, to Yanni marketing strategies to provide the industry as a reference, look forward to develop its brand strategy to contribute to the purchase intention.

並列關鍵字

skin care products ； purchase intention ； perceived risk ； structural equation modeling

參考文獻

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