隨著藥妝業已導向複合經營模式,並且提供藥師及美容師的加值諮詢服務,以提升消費者對於購買商品的服務需求,也藉此提升產品銷售的利基。因此本研究首先透過國內兩大連鎖藥妝品牌屈臣氏及康是美連鎖藥妝店作為研究對象,並且探討其品牌形象、服務品質對於消費者購買意願進行分析,藉以了解目前連鎖藥妝業的發展趨勢。本研究透過文獻回顧及深度訪談,以作為研究問卷設計依據,而後透過消費者之問卷發放及統計分析,藉以瞭解本研究議題之潛在意涵。研究結果顯示,除了消費者收入會影響其選擇購買的偏好之外,其他主要影響消費者對於連鎖藥妝業品牌購買意願之差異問題在於連鎖藥妝業者的專業度、商品選擇性、服務、售後服務及產品優惠活動的辦理,此外對於消費者的選擇型態以及注意促銷的內容,也會因為收入的不同而有所差異,因此對於未來的連鎖藥妝經營上可針對上述問題進行切入,以強化消費者對於商品購買選擇的意願及建立品牌忠誠度。
With the wave of compound business model is sweeping the cosmeceutical industry, cosmeceutical shops offer the provision of value-added consulting services of pharmacists and beauticiand that not only increases consumers’ purchasing intention but enhances the niche of product sales. This study analizes the effect of brand image and service quality on consumers’ purchasing intention by taking Watsons and COSMED as research subjects. Literature review and in-depth interview are used to build the research questionnaire, and then distributed to customers. The research results show that the factors affecting consumers' purchasing intention are the professionalism, product variety, service quality, after-sales service, and discount sale promotion. Moreover, income is also one of the factor influences consumers' intention of purchasing in Watsons or COSMED.