女性消費者對於保養品購前資訊來源 信任程度之研究

Female consumers'' Trust in information from various sources before the consumption of cosmetics

許馨云(Hsin-Yun Hsu)

指導教授 ： 張東生

國立中央大學/管理學院/企業管理學系/碩士(2006年)

摘要

本研究將探討在現代資訊多元化的消費環境中，女性消費者對於購買保養品前，各種相關資訊來源的信任程度，並深入瞭解其是否會影響女性消費者的購買意願，同時試圖研究涉入程度是否會對資訊來源信任與購買意圖之間，產生干擾作用。
本研究以問卷方式進行量化研究分析，採用網路問卷與紙本問卷方式發放，回收樣本共178份，有效樣本共計171份，有效回收率為96.07％。
本研究採用路徑分析進行驗證變數間的因果關係。實證結果顯示，女性消費者對於「親友建議的信任」、「廣告代言人的信任」、「產品製造技術的信任」、「傳統大眾傳媒的信任」以及「產品品牌的信任」，會正向影響其對於保養品的購買意願。此外，涉入程度不同，確實會對資訊來源信任與購買意願間造成干擾。

關鍵字

資訊搜尋 ； 涉入 ； 信任 ； 購買意願 ； 保養品

並列摘要

This research is focsing on how the female consumers will trust the information from various different sources before buying the cosmetic productions in this modern, fast-developed society. We would like to know how it will impact on the purchase intentions especially for female consumers. Simultaneously, we also try to analyze whether the levels of involvement will result in disturbance between the trust in information and the purchase intentions.
This research is developed by quantitative analysis with questionnaire. The questionnaires are distributed by internet and paper. Total 178 samples have been collected back with 171 effective samples. Therefore, the effective rate of recovery is up to 96.07%.
This research takes Path Tool Analysis to verify the relations between variables. The result demonstrates the positive co-relation between consumers’ purchase intentions and variables “the trust in relatives and friends ‘suggestion”, “the trust in advertising spokesmen”, “the trust in manufacture technology of the products”, “the trust in traditional mass medium”, and “the trust in brand name”.
In addition, it shows that the different levels of involvement actually caused the disturbance between the trust of information and the purchase intentions.

並列關鍵字

Information Search ； Trust ； Involvement ； Purchase Intention ； Cosmetics

參考文獻

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