本研究的目的是透過設計美髮產品粉絲專頁,粉絲專頁平台上介紹美髮產品品牌形象、產品知識及知覺價值,探討粉絲專頁是否會對消費者購買意願產生影響。對於消費者而言,好的品牌形象及產品知識代表消費者認為該產品擁有好的品質與服務,認為購買此產品物超所值,進而增加購買意願,若業者針對美髮產品設計品牌專屬粉絲頁,介紹美髮產品的品牌形象、產品知識、知覺價值,是否會對消費者的購買意願產生影響,本研究欲探討的重點。研究結果發現,在粉絲專頁平台上介紹美髮產品品牌形象、產品知識及知覺價值確實會增加消費者對品牌形象、產品知識及知覺價值的認同感,及增加對品牌美髮商品的購買意願。
The purpose of this study is to design fan page of hair products, and introduce the hair product brand image, product knowledge and perceived value on fan page. We explore whether the fan page will have an impact on the purchase intention of consumers. For consumers, the good brand image, product knowledge and perceived value, on behalf of consumers that the product has a good quality and service, and consumers will increase the purchase intention. The results show that introduce brand image, product knowledge and perceived value on fan pages, will increase the recognition of consumers. The consumers will increase the willingness to purchase the brand hair products.