臺灣博碩士論文加值系統

近年來，台灣吹起了令人無法抵擋的韓流風潮，呈現出韓國美妝品牌專賣店特有經營方式，在競爭激烈的化妝品市場，闖出了自己的一片天。從本研究結果發現品牌形象、商店的裝潢、環境動線、服務人員的態度、是否滿足消費者的需求以及期待，這些都是讓消費者增加購買意願的因素。而企業如何讓消費者能感受到品牌形象，藉此讓消費者明白企業品牌形象所表達的含意，並且購買的過程當中，也要讓消費者從中得到優良的價值，進而來提升消費者的購買意願。
本研究主要在探討品牌形象、消費情境與顧客價值對購買意願之影響，本研究共計發放 368份問卷，回收有效問卷 360份，有效問卷回收率 98％。採用 SPSS21 統計軟體進行分析，分析結果發現：（1） ETUDE HOUSE美妝品牌專賣店品牌形象對顧客價值具有正向顯著影響；（2） ETUDE HOUSE美妝品牌專賣店消費情境對顧客價值具有正向顯著影響（3） ETUDE HOUSE美妝品牌專賣店品牌形象對消費者購買意願具有正向顯著；（4） ETUDE HOUSE美妝品牌專賣店消費情境對消費者購買意願具有正向顯著影響；（5） ETUDE HOUSE美妝品牌專賣店顧客價值對消費者購買意願具有正向顯著影響。
關鍵字：品牌形象、消費情境、顧客價值、購買意願

The popularity of Korean culture has spread like a storm in Taiwan in recent year. Shops selling Korean cosmetics have successfully developed their own clienteles in the fiercely competitive cosmetics market by adopting unique ways of management. The findings of this study reveal that brand image, shop decoration, lines of movement, workers’ attitude, and whether consumers’ needs and expectations are met are all factors that can increase consumers’ willingness to purchase. Enterprises need to find out how to make consumers perceive their brand image, understand the connotation behind and also make consumers feel it is worthwhile to purchase in order to increase consumers’ willingness to purchase.

This study is mainly intended to discuss the influence of brand image, consumption scenario and customer value on consumers’ willingness to purchase. 368 questionnaire copies are administered and 360 valid copies are retrieved, making the valid survey response rate 98%. SPSS 21 statistical software is adopted to conduct analysis and the results show: （1） the brand image of Etude House Cosmetic Shop has significant positive influence on customer value; （2） the consumption scenario in Etude House Cosmetic Shop has significant positive influence on customer value; （3） the brand image of Etude House Cosmetic Shop has significant positive influence on consumers’ willingness to purchase; （4） the consumption scenario in Etude House Cosmetic Shop has significant positive influence on consumers’ willingness to purchase; and （5） the customer value in Etude House Cosmetic Shop has significant positive influence on consumers’ willingness to purchase.

Keywords: brand image, consumption scenario, customer value, willingness to purchase

目錄
摘要 I
Abstract II
誌謝 III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 ETUDE HOUSE美妝專賣店介紹 5
第二節 品牌形象 7
第三節 消費情境 12
第四節 顧客價值 15
第五節 購買意願 19
第三章 研究方法與設計 23
第一節 研究架構 23
第二節 研究假說 24
第三節 研究變相操作型定義與衡量 26
第四節 資料分析法 32
第四章 研究分析 38
第一節 正式問卷樣本分析 38
第二節 信度分析 41
第三節 因素、效度分析 46
第四節 相關分析 54
第五節 迴歸分析 56
第五章 結論 63
第一節 實證結果 63
第二節 管理意涵 67
第三節 研究限制與後續研究建議 69
附錄 70
參考文獻 75

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