女性消費者對彩妝用品再購意願影響因素之研究

The Research of the Influential Factors on the Repurchase Intention of Female Consumers

吳花揚(Wu, Hua-Yang)

指導教授 ： 邱清顯

長榮大學/管理學院/高階管理碩士在職專班(EMBA)/碩士(2012年)

https://doi.org/10.6833/CJCU.2012.00223

摘要

隨著現代女性自主意識的覺醒，女性對化妝已是一種習慣，消費人數持續增加中，不管是追求流行的青少年族群或是上班族女性。在高價值的彩妝產品市場規模成長動力下，廠商發展出的種類越來越來多，功能也越來越來齊全，給彩妝用品賦予全新的意義，彩妝用品市場已成為「美麗」新世界。本研究採問卷調查的方式，對有用過彩妝用品之女性消費者進行便利抽樣問卷調查，利用使用SPSS19.軟體進行分析，包括：敘述性統計分析、信度與效度分析以及簡單迴歸分析，以驗證研究變數之衡量為準確、有效，作為後續分析之基礎。經本研究對女性消費者對彩妝用品再購意願影響因素之研究進行實證分析後，本研究整理出三個變項，分別為「品牌形象」、「品牌權益」、「顧客滿意度」做為影響消費者再購意願的主要變項。另外以「再購意願」為依變項。做為本研究所欲探討的觀念性架構，並藉此所提出之架構來進一步探討各變數對彩妝用品再購意願的影響。期望研究結果能夠提供企業適時調整行銷策略，多以顧客利益為重心，提升顧客滿意度，並增加顧客的再購意願。

關鍵字

品牌形象 ； 品牌權益 ； 顧客滿意度 ； 再購意願

並列摘要

With the self-consciousness of modern women, women have been viewed make-up as a habit. Either the fashion-pursuing teenagers or office ladies have resulted in the increasing number of consumers continuously. Under the strongly growing impetus caused by the market scale of high-value color cosmetic products, there have been more and more categories of products developed by makers. Meanwhile, these color cosmetic products are also featured with more complete functions than ever. The development also gives a whole new meaning to color cosmetic products. The market of color cosmetic products has become a “beautiful” new world. This research is conducted with questionnaire surveys and the samples are selected from female consumers used to experience color cosmetic products. The Software SPSS19 is used for analysis including the descriptive statistical analysis, the reliability and validity analysis and the simple regression analysis to validate whether the measurement of experimental variables is accurate and effective with the basis available for subsequent analysis. In this research, after the pragmatic analysis is conducted with the focus on the influential factors for female consumers to repurchase color cosmetic products, there are 3 major variables to affect the repurchase intention among consumers found, namely “brand image”, “brand equity” and “customer satisfaction”. Additionally, “repurchase intention” is held as a dependent variable to form the conceptual structure to be explored by this research. The proposed research structure is meant to further explore the influence on the repurchase intention of color cosmetic products. It is expected research results can allow companies with timely adjustment to marketing strategies with more effort concentrated on the interests of customers. As such, customer satisfaction and repurchase intention are both enhanced.

並列關鍵字

Brand Image ； Brand Equity ； Customer Satisfaction ； Repurchase Intention

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