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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. 參考文獻 Ashmore RD, Solomon MR, Longo LC (1996). Thinking about fashion models’ looks: a multidimensional approach to the structure of perceived physical attractiveness. Personal. Soc. Psychol. Bull., 22: 1083-1104Allied Market Research,( July10th, 2016), Cosmetics Market to Reach $429.8 Billion, Globally, by 2022. 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(2010). ‘Using the brand experience scale to profit the consumers and predict consumer behaviour’. Brand Management. 17 (7): 532–540. 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, Jack en_US dc.contributor.author (Authors) 鄒曉彤 zh_TW dc.contributor.author (Authors) Tsou, Hsiao-Tung en_US dc.creator (作者) 鄒曉彤 zh_TW dc.creator (作者) Tsou, Hsiao-Tung en_US dc.date (日期) 2021 en_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) G0107933025 en_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) 107933025 zh_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 CONTENTS1. Introduction 11.1. Background of research 11.2. Research objectives 22. Literature Review 32.1. Cosmetic industry 32.1.1. Cosmetic market in Taiwan 32.1.2. General cosmetic and medicated cosmetic 42.1.3. French medicated cosmetics in Taiwan 52.2. Sensory Stimuli and Online-Offline channels 62.2.1. Sensory Stimuli 62.2.2. Online and Offline Channels 102.2.3. Sensory stimuli and O2O Channels 112.3. Brand experience 122.4. Purchase intention 142.5. Brand attitude 152.6. Research Hypothesis and Research Model 163. Methodology 173.1. Research type 173.2. Research design 173.3. Questionnaire Design 173.4. Sampling 183.5. Data collection 183.6. Data coding 193.7. Measurement of Variables 193.8. Data analysis procedure 223.9. Ethical consideration 224. Data Analysis 234.1. Factor analysis 234.2. Reliability analysis 244.3. Descriptive statistics 254.4. Demographic analysis 264.5. Correlation analysis 274.6. Regression analysis 284.7. Mediation analysis 354.8. Result of hypothesis testing 434.9. Limitations of the study 455. Discussion 466. Conclusion 507. Reference 528. Appendix A 68 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107933025 en_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 stimuli en_US dc.subject (關鍵詞) Purchasing Intention en_US dc.subject (關鍵詞) Brand attitude en_US dc.subject (關鍵詞) Brand experience en_US dc.subject (關鍵詞) online- offline en_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 Taiwan en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Ashmore RD, Solomon MR, Longo LC (1996). Thinking about fashion models’ looks: a multidimensional approach to the structure of perceived physical attractiveness. Personal. Soc. Psychol. 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