隨著全球經濟發展,生活水準的提高,消費者對於美妝保養品的需求也日益增加,近年來生物科技與奈米科技的發展,含有特定醫療成份的醫美保養品越來越受到消費者歡迎。然而相對於傳統美妝保養品,消費者在選擇醫美保養品時,較注重產品本身含有的醫療成份,而非因產品品牌而購買,因此更容易產生品牌轉換之行為,本研究即在探討消費者對於醫美保養品之品牌轉換行為個構面之影響關係。 許多研究在利用結構方程模式進行實證分析時,經常忽略結構方程模式之多變量常態假設,本研究驗證樣本資料之多變量常態性假設,並發現資料不穩合多變量常態性假設,因採改採用貝氏結構方程模式進行實證分析,得出較為嚴謹之實證結果。 本研究先將品牌轉換行為之轉換意圖、轉換成本、品牌忠誠度等構面進行因素萃取,接著利用貝氏結構方程模式進行二階段驗證行因素分析,藉此了解品牌轉換行為各構面之主要影響因素及關係。
With development of global economy and growth in the living standard, the consumer demand of cosmetics are increasingly. For the development of biotechnology Nanotechnology, cosmeceutical become popular for general public, which contain certain Medical ingredients. When choosing cosmeceutical, Consumer prefer to focus on its medical ingredients instead of its brand, which make consumer brand switching behavior more frequent. The purpose of this paper is exploring the main factor of cosmeceutical brand switching behavior. The past research relate to using Structural Equation Modeling as the methodology often ignore the multi-normality assumptions. The research, test the multi-normality assumptions, and then adopt bayesian structural equation modeling to analysis the data which demonstrate more strictly outcome. In this Paper, we divide brand switching behavior into switching intent-ion, switching costs and brand loyalty degree. Using second-order confirmatory factor analysis to understand the effects and relationships of each construct of brand switching behavior.