美容保養品消費認知與品牌態度之分析 ─以Z 世代為例

Consumer’s Cognitive and Brand Attitudes toward the Beauty Care Products ─ An Analysis of Generation Z

李郁珉(Yu-Min Li)

指導教授 ： 陳益壯

朝陽科技大學/管理學院/企業管理系/碩士(2014年)

摘要

網路成了美妝族購買美容保養品的新消費通路，年齡層主要分布於18-25歲的Z世代族群，本文研究旨趣係在討論：美容保養品消費認知與品牌態度分析，並以Z世代消費族群為研究對象，共獲取314份問卷，利用因素分析萃取出：品牌態度、品牌情感、轉換成本、購買行為等四大構念，藉由線性結構方程式進行影響關係之檢驗。研究結果發現：品牌態度、主觀規範、知覺行為控制，均對Z世代族群購買美容保養品之行為意圖存在正向顯著的影響，從而提出幾項具體改善方案，分別為：提高品牌價值與內涵、銷售回饋、建構專屬行動應用程式等策略。

關鍵字

消費認知 ； 線性結構方程模式 ； Z世代 ； 品牌態度

並列摘要

Internet has become a new purchasing channel for consumers. The users are generally teenaged to the Generation Z, who are aged between 18-25 years. The aim of thesis is to investigate consumer attitudes and cognitive on the beauty care product. The members of Generation Z were taken as research objects, and were surveyed via a questionnaire. A total of 314 valid respondents were obtained, and four constructs were abstracted from factor analysis, including brand attitude, brand emotion, transfer cost and purchasing behavior. Then structural equation modeling was adopted to test the effects exerted among constructs. The results showed that brand attitude, subject norm, perceived behavior control will all exert influence on behavioral intention positively and significantly. Suggestions for improve business operations were also proposed to practitioners, such as brand value added, sell feedback, build the application.

並列關鍵字

Consumer ’s Cognitive ； Structural Equation Modeling ； Generation Z ； Brand Attitude

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