實體通路、虛擬通路、品牌體驗、品牌愛慕與品牌忠誠度之研究－以精品化妝品業為實證

A Relational Survey on Physical Channels, Virtual Channels, Brand Experience, Brand Love, and Brand Loyalty – An Empirical Investigation of the Boutique Cosmetics

薛宸栩(Chen-Hsu Hsueh)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/經營管理系碩士班/碩士(2014年)

https://doi.org/10.6841/NTUT.2014.00525

摘要

現今化妝品科技技術不斷突破，促使廠商對於創新及品質的高度要求。精品品牌維持地位的同時，大眾品牌也提升自身的品質及形象，模糊了大眾與精品之間的分界線。再加上通路方面百貨公司為國內零售通路大主力，近十年來雖然網路零售在國內占比仍舊偏低，但是其成長速度則非常快速。因此本研究經由相關文獻探討，整合過去學者著作及相關研究，發展出一理論架構。以精品化妝品消費者為研究對象，透過問卷調查法並以結構方程式模型探討精品化妝品中實體通路、虛擬通路、品牌體驗、品牌愛慕與品牌忠誠度之關聯性。
　　研究發現：實體通路對品牌體驗，實體通路對品牌愛慕，虛擬通路對品牌體驗，虛擬通路對品牌愛慕，品牌體驗對品牌愛慕，品牌體驗對品牌忠誠度，品牌愛慕對品牌忠誠度皆有顯著的正向影響；而虛擬通路對品牌體驗以及虛擬通路對品牌愛慕則無顯著影響。本研究以精品化妝品品牌消費者為實證對象，探討各變數之關係，並研擬以行銷策略提供企業主作為參考依據，以期能對其行銷策略之制定有所貢獻。

關鍵字

實體通路 ； 虛擬通路 ； 品牌體驗 ； 品牌愛慕 ； 品牌忠誠度

並列摘要

Nowadays Advances in cosmetic technology, so it becomes now widely available in the market to enhance the quality of cosmetics. Resulting from an aging population coupled with the market demand for anti-aging rejuvenation doubled, it prompts manufacturers to more innovation and the high quality requirements. Besides, the department store has been the main retail channel all these years in the domestic Boutique Cosmetics and the proportion of using other channels, such as the drugstores, home shopping and Internet sales, has been increasing. Although the proportion of using Internet sales is still low, its’ growth rate is really fast. Therefore, this research integrated with academic books and with related references has developed a theory framework. The data collected from questionnaire investigation method in the Boutique Cosmetics, and explore physical channels, virtual channels, brand experience, brand love, and brand loyalty by way of structural equation modeling.
The most significant findings are as following: There is a significant, positive correlation between Physical Channels and Brand Experience. There is a significant, positive correlation between Physical Channels and Brand Love. There is a significant, positive correlation between Brand Experience and Brand Love. There is a significant, positive correlation between Brand Experience and Brand Loyalty. There is a significant, positive correlation between Brand Love and Brand Loyalty. There is not a significant, positive correlation between Virtual Channels and Brand Experience. There is not a significant, positive correlation between Virtual Channels and Brand Love.
In this suevey, the boutique cosmetics brand’s community members were taken as empirical objects to explore the relationship between the variables and to develop marketing strategys to provide business owners as a reference in order to be able to contribute to the formulation of its marketing strategy and manage boutique cosmetics brand.

並列關鍵字

Physical Channels ； Virtual Channels ； Brand Experience ； Brand Love ； Brand Loyalty

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