愛漂亮是每一個女人與生俱來的天性,俗話說:「天下沒有醜女人,只有懶女人」,隨著近年來國民生活水平增高及國民所得增加,國人也越來越注重皮膚保養,每年各家百貨公司週年慶化妝品都是蟬聯最熱賣商品,而各家優惠折扣都是重頭戲,雖然各百貨公司週年慶的所熱賣商品各有不同,但唯一相同是「化妝品依舊是最熱賣商品」。 由此可知,女性對於化妝品的需求極大,因此本研究目的將透過品牌形象、產品屬性、知覺價值及購買意願來探討四個構面間之相互影響,本研究以女性消費者為研究對象,共發放400份問卷,回收問卷400份,有效問卷388份,本研究之研究方法採用樣本資料做敘述性統計、信度分析、效度分析、因素分析、迴歸分析進行研究假說之探討。 研究結果發現品牌形象對知覺價值部分具有正向顯著影響;產品屬性對知覺價值部分具有正向顯著影響;知覺價值對購買意願部分具有正向顯著影響;品牌形象對購買意願具有正向顯著影響;產品屬性對購買意願具有正向顯著影響。
Being beauty is a natural inherently for each woman. There is an old saying that goes, “There is no ugly woman in the world but only lazy woman.” In recent year, the life quality of nationals is getting better and also increasing nationals’ income. People are increasingly focused on skin care. Every year each department store has anniversary, and the cosmetics always be the popular one. The preferential discount of each department store is the highlight. Although there are some different popular products for each department store anniversary, the only common is “cosmetics are still the hot selling products”. In short, woman requires more need on cosmetics. Therefore, current research explored the influence on four aspects which are Brand Image, Product Attributes, Perceived Value, and Purchase Intention. In this study, female consumers were samples. Researcher distributed 400 questionnaires, recovered 400 questionnaires, and valid questionnaires were 388. The methodology for this study adopted collected data to do descriptive statistics, reliability analysis, validity analysis, factor analysis, regression analysis, and regression analysis to research the hypothesis. Results showed that Brand Image and Product Attributes has positive affect on Perceived Value; Perceived Value and Brand Image has positive significance on Purchase Intention; Product Attributes has a significant positive impact on Purchase Intention.