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.

目錄
摘要................................................................................................................................I
Abstract...........................................................................................................................II
致謝...............................................................................................................................III
目錄................................................................................................................................IV
表目錄...............................................................................................................................V
圖目錄.............................................................................................................................VII
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
第三節研究範圍與對象.....................................................................................................3
第四節研究流程.................................................................................................................4
第貳章文獻探討........................................................................................................................5
第一節化妝品的定義與種類.............................................................................................5
第二節品牌形象.................................................................................................................6
第三節產品屬性...............................................................................................................13
第四節知覺價值...............................................................................................................20
第五節消費者購買意願...................................................................................................24
第參章研究方法.......................................................................................................................28
第一節研究架構...............................................................................................................28
第二節研究假說...............................................................................................................28
第三節研究變數操作性定義與衡量...............................................................................32
第四節問卷前測………...................................................................................................39
第五節抽樣方法...............................................................................................................44
第六節資料分析方法.......................................................................................................44
第肆章研究分析………...........................................................................................................46
第一節問卷樣本分析.......................................................................................................46
第二節敘述性統計分析...................................................................................................49
第三節信度分析...............................................................................................................53
第四節效度分析...............................................................................................................57
第五節因素分析...............................................................................................................61
第六節迴歸分析...............................................................................................................70
第伍章結論與建議...................................................................................................................77
第一節結論.......................................................................................................................77
第二節管理意涵及建議...................................................................................................81
第三節研究限制...............................................................................................................82
參考文獻..............................................................................................................................83
附錄正式問卷...........................................................................................................................89

表目錄
表2-1-1化妝品種類...................................................................................................................5
表2-2-1品牌形象定義...............................................................................................................8
表2-2-2品牌形象之構面…….................................................................................................12
表2-3-1產品屬性形象定義.....................................................................................................15
表2-3-2產品屬性之構面.........................................................................................................19
表2-4-1知覺價值定義.............................................................................................................21
表2-4-2知覺價值之構面.........................................................................................................23
表2-5-1購買意願定義.............................................................................................................24
表3-3-1品牌形象構面與各項評量項目表………………………………….........................33
表3-3-2產品屬性構面與各項評量項目表………………………………….........................35
表3-3-3知覺價值構面與各項評量項目表………………………………….........................37
表3-3-4購買意願構面與各項評量項目表………………………………….........................38
表3-4-1品牌形象信度分析......................................................................................................40
表3-4-2產品屬性信度分析......................................................................................................41
表3-4-3知覺價值信度分析......................................................................................................42
表3-4-4購買意願信度分析......................................................................................................43
表4-1-1樣本架構分析..............................................................................................................47
表4-2-1品牌形象敘述性分析..................................................................................................49
表4-2-2產品屬性敘述性分析..................................................................................................50
表4-2-3知覺價值敘述性分析..................................................................................................51
表4-2-4購買意願敘述性分析..................................................................................................52
表4-3-1品牌形象信度分析......................................................................................................53
表4-3-2產品屬性信度分析......................................................................................................54
表4-3-3知覺價值信度分析......................................................................................................55
表4-3-4購買意願信度分析......................................................................................................56
表4-4-1品牌形象效度分析......................................................................................................57
表4-4-2產品屬性效度分析....................................................................................................58
表4-4-3知覺價值效度分析....................................................................................................59
表4-4-4購買意願效度分析....................................................................................................60
表4-5-1品牌形象KMO與Bartlett檢定...............................................................................61
表4-5-2品牌形象之因素分析表............................................................................................63
表4-5-3產品屬性KMO與Bartlett檢定...............................................................................64
表4-5-4產品屬性之因素分析表............................................................................................65
表4-5-5知覺價值KMO與Bartlett檢定...............................................................................66
表4-5-6知覺價值之因素分析表............................................................................................67
表4-6-1品牌形象對知覺價值之迴歸分析............................................................................70
表4-6-2品牌形象各子構面對社會情感之迴歸分析............................................................70
表4-6-3品牌形象各子構面對功能價值之迴歸分析............................................................71
表4-6-4品牌形象各子構面對附加價值之迴歸分析............................................................71
表4-6-5產品屬性對知覺價值之迴歸分析............................................................................72
表4-6-6產品屬性各子構面對社會情感之迴歸分析............................................................72
表4-6-7產品屬性各子構面對功能價值之迴歸分析............................................................73
表4-6-8產品屬性各子構面對附加價值之迴歸分析............................................................73
表4-6-9知覺價值對購買意願之迴歸分析............................................................................74
表4-6-10知覺價值各子構面對購買意願之迴歸分析..........................................................74
表4-6-11品牌形象對購買意願之迴歸分析..........................................................................75
表4-6-12品牌形象各子構面對購買意願之迴歸分析..........................................................75
表4-6-13產品屬性對購買意願之迴歸分析..........................................................................76
表4-6-14產品屬性各子構面對購買意願之迴歸分析..........................................................76
表5-1-1本研究假說與研究結果對照表………......................................................................77

圖目錄
圖1-4-1本研究流程圖................................................................................................................4
圖2-2-1品牌形象構面..............................................................................................................11
圖2-3-1產品屬性之構面..........................................................................................................18
圖3-3-1研究架構....................................................................................................................28

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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
http://law.moj.gov.tw/LawClass/LawAll.aspx?PCode=L0030013

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