陸客來台購買本土保養品的消費人數和總金額為數可觀,尤其近年來廣源良品牌菜瓜水廣受歡迎,為探究影響陸客對廣源良菜瓜水購買意願之因素為何,本研究乃進行陸客對廣源良品牌化妝水購買意願之探索性因素分析,拆分「品牌形象」及「行銷組合」內部構面,再經由內容信度、效度分析形成正式問卷。正式施測係以來台旅遊陸客為對象,由研究者親至陸客聚集處發放並回收問卷後,續以正式施測樣本進行因素分析。另本研究採用主成份分析法抽取因素,重新組合後,共抽取並分別命名為「產品功效性」、「知覺價值與口碑」、「產品知覺性」、「產品店內觸及性」及「產品外觀設計」等新的構面,達到更精確的消費者行為預測及準確市場調查之目的。
The total amount and consumption of population for purchasing domestic care products by mainland tourists are rapidly increasing in Taiwan. Since KYL loofah is one of the most popular products, this study is to find out the factors which affect mainland tourists' purchase intention of KYL loofah. We dismantle the internal facet- brand image and marketing mix, and create formal questionnaires through analysis of reliability and validity. The questionnaire is targeting mainland tourists in Taiwan tour attractions. After getting back questionnaires, we take valid samples to do factor analysis. The study also use "Principal Component Factor Analysis" to extract, regroup and name new facet- "Product Effectiveness", "Perceived Value and Word of Mouth", "Perception on Product", "Accessibility in Store" and "Design of Product Appearance" in order to predict consumer behaviors and take market survey accurately.