- 學位論文
品牌形象、網路口碑及知覺價值對消費者購買意願之影響-以拋棄式隱形眼鏡為例
The Influence of Brand Image, eWOM and Perceived Value on Consumers' Purchase Intention - Disposable contact lens
摘要
本研究針對台灣拋棄式隱形眼鏡購買行為調查，了解消費者的購買行為受到哪些主要因子影響。 透過本研究得出品牌形象與網路口碑均會對消費者購買意願造成影響，但知覺價值對消費者的購入行為則有更加明顯且正向顯著的關聯性，依據研究分析結果提出相關的推廣行銷策略方向，品牌業者除了須逐步提升消費者對品牌的形象認知，增加對消費者更加有益的產品，包含在視覺美觀及產品使用材質優化，並透過庫存的良好管控才有利於提高消費者知覺價值，提升顧客再購買意願。 除了產品的品質穩定度之外，產品曝光及行銷的方式將影響消費者選擇，由本研究結果中可發現彩色隱形眼鏡被視為流行美妝的一環，且多數消費者在網路上分享自身配戴經驗時，大多傾向分享正面評價，對外傳達美好形象，因此採用美妝部落客或KOL等作為建立網路口碑的媒介，可作為行銷方案的策略擬定參考方向。
並列摘要
Based on the study finding, brand image and electronic Word of Mouth both impact to consumer's puschase intention. And the most positive and significant factor to consumer's action is perceived Value, shows a high revelent score. According to this study analysis resault, I provide some related pormotion strategies to branding. Brand side should arise its image recognition and also provide better products for consumers. Including eye sight beauty and more healthy material. Meanwhile, build up a well-used inventory system is good for increase consumers perceived value. Which may avoid out of stock issue. Besides, soft contact lens belong to medical devices, it cannot be sell on the internet that cause by law limitation. How to increase consumer's trust and intention of purchase, it needs not only stable quality also needs some impressive promotion and product exposure. We find out cosmetic contact lens are using as popular make up tools, and most coonsumers willing to share their wearing experiences on the internet. especially, good and positive evaluation. To create or build up a better eWOM of soft contact lens, coroperate with KOL or beauty make up blogger might be a useful idea, and a future direction of promotion strategy.