近年來隨著女性消費能力的增加,對於化妝品的需求也隨之攀升,但如何吸引消費者購買其產品是不容忽視的問題,除了要迎合消費者愛美的天性和保養的動機之外,促銷方式也應力求滿足消費者的需求,以及設計合適的品牌形象讓消費者購買意願達到最高。本研究主要以台灣和韓國化妝品為研究品牌,探討當消費者購買化妝品時,是否會因為促銷方式的不同,而對品牌形象和購買意願的看法存在顯著差異。 本研究將促銷方式分為金錢性促銷和非金錢性促銷,分別以折扣優待及附贈贈品作為促銷工具,採用立意抽樣方式針對台北、台中、高雄三個縣市之女性消費者進行問卷調查,共發出600份問卷,回收有效問卷520份,有效回收率為86.67%,並將問卷分成台灣和韓國品牌兩大類,以描述性統計、因素分析、信度分析、t檢定與迴歸分析等方式進行資料分析處理。研究結果歸納出結果如下: 1. 品牌形象對購買意願呈現正向顯著影響。即化妝品的品牌形象愈高,其購買意願也會愈高。 2. 兩種促銷方式對女性化妝品消費者的購買意願存在顯著差異,其中以金錢性促銷方式最具影響力。 3. 不論是金錢性促銷或是非金錢性促銷方式,皆對品牌形象呈現正向顯著影響。 4. 韓國品牌在促銷方式對「品牌形象」影響「購買意願」呈現顯著的干擾效果方面,均成立;但台灣品牌則僅有部分顯著的干擾效果。
The objective of this research is mainly take Taiwan and the Korean cosmetics as the research brand, to discuss the affect of brand image and promotion type matching on purchase intension. In the past, the research has only been carried out by aiming at the customer behavior, but Brand image and promotion type are always the very important and thorny problems in the global process. How attract a consumer to purchase its product is the problem that allows of no to ignore, in addition to as for motive that want to attract the nature that the consumer loves of beauty and maintain, promoting type the way should also try hard for to satisfy the need of the consumer, and design suitable brand image to let the customer purchase will to reach the highest. According to the related literatures, this thesis classifies promotion type into monetary and non-monetary promotion, ie “price-off” and “premium”. This survey using purposive sampling is conducted to collect purchase related information of female cosmetics consumers. Statistics analytical methods used in this study include factor analysis, t-test, reliability analysis and regression Analysis etc. The research induces the result as follows: 1. Brand image is positively correlative with purchase intension of consumer. 2. Two promotion type reveal the difference existence to the female cosmetics consumer's purchase intension, most has the influence by the monetary promotion type. 3. No matter the monetary promotion or non-monetary promotion, all present positively correlative with brand image. 4. The cosmetics in Korea brand affects consumer's purchase intension aspect has reveals the disturbance effect in the promotion type to the brand image, but Taiwan cosmetics brand aspect then only has the part reveals the disturbance effect. Based on the finding in this research, suggestion for cosmetic enterprises implications and further studies were proposed.