過去幾年美容意識的抬頭,顛覆了保養跟愛美僅是女人的權利,此外保養年齡層的逐漸擴張,並在經由媒體廣告和電視節目等的推波助瀾的狀況下,大家對於美麗和抗老的需求慢慢開始養成,推翻過去保養只是女性的課題的刻板印象,男性對於保養的觀念也慢慢開始被建立,年齡層也漸漸擴大範圍,使得各家廠商的產品除了必須更加的多樣化,更能要滿足各個層面消費者的喜好和需求。 因此,本研究將以整合性的研究架構,並以台灣面膜消費市場為例,利用 品牌權益的角度探討品牌概念,以及消費者涉入的程度探討消費者對於面膜的接受程度,在購買和使用面膜時所感受到的知覺風險為一中介效果下,對其購買決策的影響,同時以結構方程模式來驗證整體模式之各項假設,以AMOS軟體來探討面膜產業中品牌權益、消費者涉入、知覺風險和購買決策構面間之關聯性。 研究結果顯示:1.購買涉入與購買決策顯著正向的影響;2.品牌權益對知覺風險有顯著負向的影響;3.品牌權益對購買決策有正向的相關4.購買涉入對品牌權益有顯著正向的影響;5.知覺風險對購買決策會有顯著負向影響。並在探討各變數關係之後,擬訂行銷策略和管理意涵提供業界作為參考,期望能對其在策略制定上有所貢獻。
In the past of few years, not only women but also men are care about there skin, especially on their face. With the promo show up on TV shows and advertisings, there are more and more people have a skin-care-conscious. This conscious become one of the habits in our life, consumers are willing to spend more money for take care their skin on the face. Which by the way, the younger generations are becoming the potential consumer in facial mask industrial. Therefore, this research would based on the market of facial mask in Taiwan to build the research model. This model is including Consumer Involvement, Brand Equity, Perceived Risk and Purchase Intention.