品牌形象、產品屬性與知覺價值對購買意願的影響-以女性化妝品為例

林紋薏

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品牌形象、產品屬性與知覺價值對購買意願的影響-以女性化妝品為例

The Effects of Brand Image, Product Attribute and Perceived Value on Purchase Intention: A Case Study of Female Cosmetics

林紋薏 , Masters　　Advisor：林孟璋　　

繁體中文

女性化妝品；購買意願；知覺價值；產品屬性；品牌形象； Female Cosmetics ； Purchase Intention ； Perceived Value ； Product Attributes ； Brand Image

Abstract │ Reference (73) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 73 ) 〈TOP〉

1.全國法規資料庫，化妝品衛生管理條例。衛生署藥字第九六三九四零號公告
連結：
3. 李君如、陳俞伶(2009)。觀光吸引力、服務品質、知覺價值、顧客滿意度及忠誠度關係之研究～以白蘭氏觀光工廠為例。顧客滿意學刊，5(1)，93-120。
連結：
7. 林碧霞(2007)。品牌形象及產品知識對購買意願之影響－價格折扣干擾效果之探討。碩士論文，大同大學事業經營研究所，台北。
連結：
11. 張清源、王俊明、程慧雯(2010)。運動鞋消費者顧客忠誠度之研究。休閒觀光與運動健康學報，1(1)，14-32。
連結：
12. 張嘉萍(2005)。產品造形特徵與品牌形象之一致性研究-以液晶電視為例。碩士論文，大同大學工業設計研究所，台北。
連結：

Times Cited (1) 〈TOP〉

謝京燁(2015)。品牌知識、顧客價值對購買意願之影響-以信任為干擾變數。朝陽科技大學企業管理系學位論文。2015。1-88。

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