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

The Influence of Word-of-Mouth of Product Quality on Brand Image, Brand Attitude and Purchase Intention - The Case of Cosmetic Industry

王淑婷(Shu-Ting Wang)

指導教授 ： 陳定國

淡江大學/管理學院/管理科學研究所碩士班/碩士(2005年)

https://doi.org/10.6846/TKU.2005.00485

摘要

消費者意識抬頭，因此產品品質受到社會大眾之重視。所以當消費者對所購買之產品品質有所不滿意時，可能會產生抱怨。在網際網路不發達的時代，消費者對於產品的抱怨無法很快傳播給其他消費者得知。然而，透過網際網路而發展的意見交換平台已逐漸普及且多樣化，消費者可利用此管道分享己身之消費經驗及搜尋相關產品之使用經驗。而此消費者行為的產生，即形成網路口碑。因此，本研究探討在化妝品產業，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。
經文獻探討，將口碑的三大特性為本研究之自變性，分別為正負面口碑、口碑多寡及不同品牌口碑，探討其對品牌形象、品牌態度及購買意願之影響。而其中的品牌則採台灣化妝品產業的三大品牌，分別為台鹽公司的「綠迷雅」、台塑生醫公司的「芙緹」及台糖公司的「詩丹雅蘭」。
本研究以問卷的方式進行資料蒐集，問卷內容則分為口碑留言部份及問項填答部份。研究對象為大台北地區20歲至40歲的女性，共回收698份問卷。分析結果如下：
1. 產品品質口碑之正負程度的確影響消費者之品牌形象、品牌態度及購買意願。唯負面口碑與中立口碑相同，對購買意願不具影響力。
2. 產品品質口碑訊息多寡並非影響口碑對消費者之品牌形象、品牌態度及購買意願的主要因素之一，但其與產品品質口碑正負程度的交互作用，對品牌形象、品牌態度有顯著影響。
3. 品牌的不同會左右口碑對消費者之品牌形象的影響程度，且擁有愈正面品牌形象、愈高知名度的品牌，其品牌形象愈不受正負程度口碑的影響。

關鍵字

產品品質 ； 口碑 ； 品牌

並列摘要

People pay more attention to the quality of product. Therefore, if the consumers are unsatisfied with product quality, they may result in complain unhappily. And consumers’ complains can be spread soon via the internet, especially when the internet platform can let consumers freely exchange their consuming experience. Hence, this study intends to investigate the influence of word-of-mouth of product quality on brand image, brand attitude, and purchase intention in the cosmetic Industry.
Based on literature reviews, this study utilizes three characteristics about word-of-mouth as the independent variables. These characteristics are positive and negative degree word-of-mouth, number of word-of-mouth and three brands of cosmetic’s word-of-mouth (LU-MEL, FORTE, and Stanlen).
The questionnaire is key data collecting method and its’ content include two parts:
firstly, the word-of-mouth of product quality about cosmetic, and should be read by the interviewers before going to answer the second part. Secondly, the serious of questions the interviewers should answer.
The main findings of this study are as followings:
1. Positive and negative degree word-of-mouth of product quality is the factor affecting brand image, brand attitude and purchase intention. However, negative degree word-of-mouth has no effect on purchase intention as neutral degree word-of-mouth.
2. Number of word-of-mouth of product quality is not the factor affecting brand image,brand attitude and purchase intention. But when it interacts with positive and negative degree word-of-mouth, it will exercise impact on brand image and brand attitude.
3. Different brands have different influence of word-of-mouth on brand image, and if the brand has more positive image and more well-known, it will be less affected by
positive and negative degree word-of-mouth than others.

並列關鍵字

Product quality ； Word-of-mouth ； Brand

參考文獻

台塑生醫科技服份有限公司（http://www.forte.com.tw/）

陳定國（2005），現代行銷管理學（上）─行銷理論分析，初版，台北市：華泰文化事業股份有限公司

李文伶（2003），網路口碑之影響因素研究，私立元智大學管理研究所碩士論文

Aaker, D. A. (1996), “Measuring Brand Equity Across Product and Markets”, California Management Review, vol.38, no.3, pp.102-120

Assael, H. (1995), Consumer Behavior and Marketing Action, Ohio: South-Western College