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題名 線上線下通路的感官刺激對法國醫美保養品的購買意願及品牌態度探討：以台灣市場為例
The impact of Sensory Stimuli through Online – Offline channel on purchase intention and brand attitude towards French medicated cosmetics in Taiwan
作者 鄒曉彤
Tsou, Hsiao-Tung
貢獻者 吳文傑
Wu, Jack
鄒曉彤
Tsou, Hsiao-Tung
關鍵詞 感官刺激
購買意圖
品牌態度
品牌體驗
虛實整合
Sensory stimuli
Purchasing Intention
Brand attitude
Brand experience
online- offline
日期 2021
上傳時間 2-Mar-2021 14:26:59 (UTC+8)
摘要 According to Statista, the cosmetics market in Taiwan has a gradual growth rate since 2015 and predicted to reach 57.4 billion Taiwanese dollars (approximately 1.9 billion USD) in 2020. While sensory stimuli have been considered the important factor to interact with cosmetics, the impact of sensory stimuli through Online-offline (O2O) channels on purchase intention and brand attitude of French medicated cosmetics in Taiwan has remained unknown.
The study aims to investigate the sensory stimulus applied to O2O channels that influences the purchase intention and brand attitude among Taiwanese consumers. Apart from that, brand experience has been identified with five aspects, from sensorial, affective, behavioral, intellectual, and social perspectives. Also, whether brand experience plays a mediating role between sensory stimulus and purchase intention/brand attitude in O2O channels. Regression analysis is conducted to understand the relationships between multiple variables at a certain time. Also, purposive sampling is used to ensure experiencing medicated cosmetics. 365 participants aged between 25 to 50 years old were collected to test the hypothesis. The finding of the study indicates that sensory stimuli both have a significantly positive impact on purchase intention and brand attitude of French medicated cosmetics through O2O channels in Taiwan, also, brand experience has a mediation effect on both dependent variables, which are purchase intention and brand attitude.
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描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
107933025
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107933025
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (Authors) 鄒曉彤zh_TW
dc.contributor.author (Authors) Tsou, Hsiao-Tungen_US
dc.creator (作者) 鄒曉彤zh_TW
dc.creator (作者) Tsou, Hsiao-Tungen_US
dc.date (日期) 2021en_US
dc.date.accessioned 2-Mar-2021 14:26:59 (UTC+8)-
dc.date.available 2-Mar-2021 14:26:59 (UTC+8)-
dc.date.issued (上傳時間) 2-Mar-2021 14:26:59 (UTC+8)-
dc.identifier (Other Identifiers) G0107933025en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/134059-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 107933025zh_TW
dc.description.abstract (摘要) According to Statista, the cosmetics market in Taiwan has a gradual growth rate since 2015 and predicted to reach 57.4 billion Taiwanese dollars (approximately 1.9 billion USD) in 2020. While sensory stimuli have been considered the important factor to interact with cosmetics, the impact of sensory stimuli through Online-offline (O2O) channels on purchase intention and brand attitude of French medicated cosmetics in Taiwan has remained unknown.
The study aims to investigate the sensory stimulus applied to O2O channels that influences the purchase intention and brand attitude among Taiwanese consumers. Apart from that, brand experience has been identified with five aspects, from sensorial, affective, behavioral, intellectual, and social perspectives. Also, whether brand experience plays a mediating role between sensory stimulus and purchase intention/brand attitude in O2O channels. Regression analysis is conducted to understand the relationships between multiple variables at a certain time. Also, purposive sampling is used to ensure experiencing medicated cosmetics. 365 participants aged between 25 to 50 years old were collected to test the hypothesis. The finding of the study indicates that sensory stimuli both have a significantly positive impact on purchase intention and brand attitude of French medicated cosmetics through O2O channels in Taiwan, also, brand experience has a mediation effect on both dependent variables, which are purchase intention and brand attitude.		en_US
dc.description.tableofcontents TABEL OF CONTENTS
1. Introduction 1
1.1. Background of research 1
1.2. Research objectives 2
2. Literature Review 3
2.1. Cosmetic industry 3
2.1.1. Cosmetic market in Taiwan 3
2.1.2. General cosmetic and medicated cosmetic 4
2.1.3. French medicated cosmetics in Taiwan 5
2.2. Sensory Stimuli and Online-Offline channels 6
2.2.1. Sensory Stimuli 6
2.2.2. Online and Offline Channels 10
2.2.3. Sensory stimuli and O2O Channels 11
2.3. Brand experience 12
2.4. Purchase intention 14
2.5. Brand attitude 15
2.6. Research Hypothesis and Research Model 16
3. Methodology 17
3.1. Research type 17
3.2. Research design 17
3.3. Questionnaire Design 17
3.4. Sampling 18
3.5. Data collection 18
3.6. Data coding 19
3.7. Measurement of Variables 19
3.8. Data analysis procedure 22
3.9. Ethical consideration 22
4. Data Analysis 23
4.1. Factor analysis 23
4.2. Reliability analysis 24
4.3. Descriptive statistics 25
4.4. Demographic analysis 26
4.5. Correlation analysis 27
4.6. Regression analysis 28
4.7. Mediation analysis 35
4.8. Result of hypothesis testing 43
4.9. Limitations of the study 45
5. Discussion 46
6. Conclusion 50
7. Reference 52
8. Appendix A 68		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107933025en_US
dc.subject (關鍵詞) 感官刺激zh_TW
dc.subject (關鍵詞) 購買意圖zh_TW
dc.subject (關鍵詞) 品牌態度zh_TW
dc.subject (關鍵詞) 品牌體驗zh_TW
dc.subject (關鍵詞) 虛實整合zh_TW
dc.subject (關鍵詞) Sensory stimulien_US
dc.subject (關鍵詞) Purchasing Intentionen_US
dc.subject (關鍵詞) Brand attitudeen_US
dc.subject (關鍵詞) Brand experienceen_US
dc.subject (關鍵詞) online- offlineen_US
dc.title (題名) 線上線下通路的感官刺激對法國醫美保養品的購買意願及品牌態度探討：以台灣市場為例zh_TW
dc.title (題名) The impact of Sensory Stimuli through Online – Offline channel on purchase intention and brand attitude towards French medicated cosmetics in Taiwanen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202100199en_US