探討百貨公司專櫃彩妝品牌形象對行為忠誠影響，以服務品質、網路口碑為中介

The Influence of Brand Image on Consumers’ Behavioral Loyalty for Cosmetics Brands - E-wom And Service Quality as Intervening variables

林敏津(Min-Chin Lin)

指導教授 ： 莊育詩

健行科技大學/商學院/國際企業經營系碩士在職專班/碩士(2016年)

摘要

愛美是女人的天性，除了衣飾之外，會讓女性花最多錢的非彩妝莫屬，而近年來台灣百貨業者引進許多國外知名彩妝品牌，更讓女性同胞有許多選擇。對於這些彩妝公司而言，除了提高消費者的購買意願外，更重要的是該如何培養出具有高度行為忠誠的顧客群。本研究以在百貨公司購買過彩妝品牌的消費者為樣本，欲探討在品牌形象、網路口碑與服務品質對於行為忠誠度的影響。本研究共發放出263份問卷，剔除無效問卷後，有效問卷242份，回收率為92%，並以結構方程模型(SEM)進行假說檢定分析及中介檢定分析。研究結果發現，品牌形象對服務品質有顯著影響，服務品質對行為忠誠有顯著影響，品牌形象對網路口碑有顯著影響，網路口碑對行為忠誠有顯著影響，品牌形象對行為忠誠有顯著影響。網路口碑與服務品質在品牌形象與行為忠誠間皆具中介效果。根據研究結果，建議專櫃彩妝品牌的經營者能慎重打造獨特的品牌形象，讓消費者對品牌能有良好的初始印象。服務品質的維持也是經營者須注重的，這須靠持續的教育訓練及績優員工的經驗分享，讓所有的站櫃人員都能尊重、了解客戶需求，進而使靠櫃的消費者有良好的感受，如此才能提升消費者的行為忠誠。此外，如何讓具忠誠度的消費者在使用完產品之後願意上網分享心得，也是業者該重視的一角，建議品牌業者可以建立獎勵機制，比如折價券或新品的試用，激勵消費者踴躍發表正面評論。

關鍵字

品牌形象 ； 服務品質 ； 網路口碑 ； 行為忠誠

並列摘要

An inclination to beauty lies in women’s nature, which urges women to invest in their looks. Other than attire, such investment falls majorly in makeup. Over recent years, retailers and department stores have endeavored to offer customers more options in cosmetic products by introducing overseas brands. To the cosmetic company, the only thing considered more important than increasing consumption is developing a solid base of loyal customers. This research, taking samples of makeup customers of department stores, aims to determine the influence that brand image, eWOM and service quality have on behavioral loyalty among customers.

This research stands a 92% retrieve rate, with 242 valid surveys out of 263 distributed, and adopts SEM (Structural Equation Modeling) to evaluate the hypothesis and the intermediate. The result indicates that brand image has great influence on service quality and eWOM; service quality has great influence on behavioral loyalty; eWOM has great influence on behavioral loyalty; and brand image has great influence on behavioral loyalty. Furthermore, eWOM and service quality both serve as the intermediate between brand image and behavioral loyalty.

Drawing on the conclusion of the research, it is suggested that brand-name cosmetic corporations put stress on developing unique brand images to impress potential customers as a first step. Moreover, equally important is the quality of service, which requires persistent training and experience sharing from outstanding staff. This is to acquaint frontline staff with respect and perception of customers’ needs, which in turn, will increase the behavioral loyalty among customers with good impression and willingness to come back for more products. Another aspect stressed by the practitioners is to encourage loyal customers to share their experience with products on the Internet. This attempt could be carried out in the form of a rewarding mechanism such as coupons or tester packages of new products; this will encourage customers to raise positive feedback openly.

並列關鍵字

brand image ； service quality ； eWOM ； behavioral loyalty

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