女性顧客對化妝品專屬購物網站的認知影響其在網路購買化妝品的意願

The cognition of female customers to exclusive shopping website for cosmetics affects the desire of purchasing cosmetics on the Internet

陳昀昇(Chun-seng Chen)

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(2008年)

摘要

隨著台灣社會逐漸邁向已開發國家，國人對於外在的要求也逐漸的提升，對於化妝品的需求始終有增無減。再加上電視節目的推波助瀾，更加使得化妝品的銷售量居高不下。女性將化妝視為一種禮貌的表現，出門在外時化妝也成為一種常態。
隨著目前台灣網路發達，使得近幾年來以網際網路為媒介的電子商務成為另一種購買化妝品的通路。網路化妝品商店成本優勢以及時空的優勢，讓消費者可以以更低的價格以及更方便的方法來購買到化妝品，但也由於進入障礙較低，使得目前化妝品網路商店的數量極多，故在網路上的競爭也更加的激烈。
本研究主要研究女性顧客在網路上購買化妝品的意願，探討女性消費者對於網路化妝品商店的認知，是否會影響在網路商店購買化妝品的意願。本研究將網站認知分為知覺風險、涉入程度、口碑、價格及方便性以及交易安全性，並以Monroe and Krishnan在1985年所提出的知覺價值模式概念為基礎，來驗證女性消費者的購買意願。
本研究以實證的方式，針對曾經在網路上購買過商品的女性消費者為研究對象並發放問卷，總計回收樣本467份，有效樣本數共446份。並採用線性結構模式來驗證各個潛在變數間的因果關係。

關鍵字

網路商店 ； 涉入程度 ； 知覺風險 ； 口碑 ； 化妝品網站 ； 結構方程式

並列摘要

As Taiwan become more and more like a developed country, the demand for better outlook appearance has increased tremendously, which is depicted in the rising demand for cosmetics. Through constant propaganda in mass media, the sales for cosmetic products have always maintained at a remarkable level. Applying makeups has been considered as an act of courtesy by the females, and it has become a norm to apply makeups before going out.
Following the advancement in internet network, e-commerce has provided a convenient channel for purchase of cosmetic products. Due to the advantages in cost and space, e-shops could now reach their customers at a lower price, and at the same time, through a more convenient way. Nonetheless, due to the low barriers to entry, the e-market is becoming more competitive as new sellers enter the market.
The objective of this research focuses on the willingness of females to purchase cosmetics online, and explores whether the understanding of e-shops poses any influence on their buying intention. The research splits understanding of e-shops into 5 categories, namely perception risk, level of involvement, public praise, price and convenience, and lastly, safety to trade. The research is built on the Perceived value model concept raised by Monroe and Krishnan in 1985, and aims to verify the buying intention of females.
The research adopts an empirical approach, and distributed online surveys to females with past experience on online shopping. Total sample responded is 467, with 21 void, 446 valid. The research uses linear structure model to verify the causal relationships among the latent variables.

並列關鍵字

Perceive risk ； Involve ； Internet store ； SEM ； Word of mouth ； Cosmetic Website

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