隨著國內美髮業經營型態的轉變,美髮業積極推動自有品牌創新以邁向國際,然而如何能成功打造品牌,並迅速建立「品牌創新」之品牌價值與顧客購買意願,已成為企業重要的課題。 品牌價值是美髮業經營最重要的競爭因素,原因在於品牌如同無形資產。擁有自我創造價值的能力不同於有形資產會隨著時間折舊,反會成為品牌增值的重要因素。許多自有品牌雖然累積了高度品牌價值,卻沒有在財務報表上呈現出品牌之無形資產。主因是國內缺乏一套符合加盟產業特性的品牌鑑價模式。 本研究採量化之問卷調查法進行,旨在研究美髮業品牌創新、品牌價值與顧客購買意願之間的關係。研究結果顯示:(1) 品牌創新對品牌價值有顯著正向影響。(2) 品牌價值對顧客購買意願有顯著正向影響。(3) 品牌創新對顧客購買意願有顯著正向影響。(4) 以品牌價值為中介變數,品牌創新對顧客購買意願有顯著正向影響。希望本研究結果能提供美髮業者相關建議與參考。
Because the business operational types are changeable in Taiwan hairdressing industry, so to actively promote its own brand into the international innovation is very important for this industry. It means to create an Own brand and use the brand value to influence the customer’s purchase intention has become an important issue for the industry. Brand value is the most important competitive factor for the hairdressing industry because brand is like the intangible property. To have the ability to create private brand value will help the industry to increase its own value but this can’t be shown on the financial statements. What we lack is a brand valuation model for the franchise industry. This study use questionnaire to find out the relationship between the brand innovations, the brand value and the customer’s purchase intention of the hairdressing industry. And the outcomes are as follows: (1) Brand innovation has a significantly positive effect on brand value. (2) Brand value has a significantly positive effect on the customer’s purchase intention. (3) Brand innovation has a significantly positive effect on the customer’s purchase intention. (4) Using the brand value as the mediator, brand innovation has a significantly positive effect on the customer’s purchase intention. The outcomes of this study are hope to offer the suggestion and reference for the hairdressing industry.