- 學位論文
品牌形象、知覺風險、服務品質與多重通路交易轉換決策之研究─以化妝品業為例
A Study on Brand Image, Perceived Risk, Service Quality and Multi-Channel Transaction Transformation Decision – The Case Study of the Cosmetic Industry
摘要
隨著網路普及、使用網路人口增加，網路已經逐漸改變我們的生活型態及購物模式。近年來許多廠商紛紛採用多重通路的模式以增加其效益，而消費者也依本身偏好利用不同通路進行產品資訊蒐集及交易等行為。然而化妝品之產品特性使得消費者會先蒐集資訊後再進行購買，且有實體及虛擬之多重通路，因此本研究以化妝品產業為例，透過文獻整理過去學者相關研究，並擬定一研究架構，以化妝品消費者為研究對象，透過問卷調查法，並以結構方程式模型探討品牌形象、知覺風險、服務品質與多重通路之關係。 研究結果發現：品牌形象對知覺風險、實體及虛擬通路服務品質對知覺風險、實體及虛擬通路服務品質對多重通路皆有顯著負向影響；知覺風險對多重通路有顯著正向影響；品牌形象對多重通路並無顯著的影響。以此研究結果，可研擬行銷策略提供業界做為參考，期望對多重通路之行為探討有所貢獻。
並列摘要
Due to the popularity of the network, the Internet population are increasing; moreover, the network has been gradually changing our lifestyle and shopping patterns. In recent years, many manufacturers have adopted the model of multi-channel to increase their performance, and consumers were taking different approaches which depend on their preferences for gathering product information and transactions. However, the characteristics of cosmetic products make consumers gather information of products and then purchase the item from physical and virtual channels. Thus, this research takes the industry of cosmetics as the experimental subject, through literature review to develop a research framework. The cosmetics consumers in Taiwan have chosen as the subject of the research, through the methodology of the questionnaire linear structure model, to examine the interrelated concepts of brand image, perceived risk relationships, service quality and multi-channel. Research findings consist of significant and negative correlation between brand image and perceived risk, between service quality and perceived risk, and between service quality, multi-channel. However, there is not significant and positive correlation between brand image and multi-channel. The contribution of the findings can provide reference for corporate in related industry, anticipating a beneficial effect on marketing strategy, and expect to have contributed on multi-channel behavior exploration.
參考文獻
延伸閱讀
- 王淑婷（2005）。產品品質口碑對消費者品牌形象、品牌態度及購買意願之影響-以化妝品產業為例〔碩士論文，淡江大學〕。華藝線上圖書館。https://doi.org/10.6846/TKU.2005.00485
- 楊松穎（2022）。服務品質、關係品質與專業能力對滿意度及忠誠度影響之研究—以Ｌ化粧品公司為例〔碩士論文，國立臺北商業大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0064-2712202217120514
- 周文賢、許連仁（2005）。品牌可信度之關聯性研究－以化妝品業爲例。華人經濟研究，3(2)，1-30。https://doi.org/10.30065/JCER.200509.0001
- 張志詳（2017）。心理模擬、廣告訴求與產品類別對消費者行為的影響－以美妝產品為例〔碩士論文，國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342/NTU201701133
- 張芝明（2006）。A Study on Brand Equity, Brand Strategy, Channel Strategy and Brand Performance – An Empirical Investigation of the Cosmetic Industry〔碩士論文，國立臺北科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0006-1705200617031400