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題名 牌認同感與促銷活動對消費者購買意願之影響- 以化妝品品牌VICHY薇姿會員為例
Influence of Brand Identification and Promotions on Consumer Purchase Intention –Costmetic Brand VICHY members as an example
作者 蔡家雯
貢獻者 尚孝純
蔡家雯
關鍵詞 品牌認同感
促銷
購買意願
日期 2009
上傳時間 9-Apr-2010 14:44:03 (UTC+8)
摘要 近年來化妝品業者面對品牌輩出競爭激烈，加上經濟不景氣的市場環境，往往藉由減價、低價或其它服務性產品以刺激買氣，因此本研究探討促銷推廣策略及經營品牌認同感對化妝品消費者之購買意願的影響，以法國品牌VICHY薇姿會員為研究對象做實證分析。
     
     參考Campbell & Diamond(1990)研究定義促銷工具，並依據化妝品業界經常使用之促銷方法，將促銷活動方式分為價格促銷與非價格促銷，在價格促銷方面，則以降價折扣、折價券（下次購買使用）為主；非價格促銷則依化妝品業之特性，分別以贈品、會員獨享、免費膚質檢測、免費美容教學為探討；品牌認同感則依據Kevin Lane Keller(1993)提出的CBBE模型(Customer Based Brand Equity) ，分為四階級不同程度，由低到高：品牌標識、品牌內涵、品牌反應、品牌關係。
     
     本研究主要研究成果分為兩部分: (1) 不同的促銷活動確實對消費者對化妝的購買意願有不同的效果；(2) 消費者對品牌認同感的不同，會影響促銷活動之購買意願。
     
     本研究結果證實，對品牌有忠誠消費的消費者對促銷活動之購買意願並非最高，表示當消費者對品牌有忠誠度時，促銷活動並不是影響其購買意願的最大原因，在無促銷活動時，也有對品牌產品的購買意願，以此證明經營品牌認同感對品牌投資而言，長期績效而言，都有正面的效果。然而對品牌認同感程度中等「品牌反應」之消費者，可以促銷提高其購買意願，但也建議同時持續以品牌溝通，提升其品牌認同感至「品牌關係」程度，降低其對促銷活動的依賴，更能確保品牌長期的績效。
In recent years, cosmetics industry faces intense competition, along with the economic boom. Therefore, the cosmetics brands tend to push sales by price reductions, low-priced products or other promotions. The study was to find out how promotions and brand identification work together on the consumer purchasing willingness of cosmetics. The study object is the French brand-VICHY members.
     
     The study referred to Campbell & Diamond (1990) research and adopted promotional methods which cosmetics industry used most often to define promotions. Promotions were divided into two parts: price promotion and non-price promotion. Regarding brand identity, it made use of CBBE model (Customer Based Brand Equity) by Kevin Lane Keller (1993). Four levels were identified from low to high: brand identity, brand meaning, brand response, and brand relationship.
     
     Two main findings in the study: (1) different promotions had different effects on purchase intention; (2) consumers with different brands identification had different purchase intention of promotions.
     
     The results confirmed loyal consumers’ purchase intention was not the highest one to promotions compared to others, which indicated when the consumers had high loyalty, promotion was not the main reason to drive their purchase intention. It proved that investment on brand identification could drive long-term sales performance.
致謝 1
     中文摘要 2
     英文摘要 3
     第壹章 緒論 8
     第一節 研究背景 8
     第二節 研究動機 10
     第三節 研究目的 14
     第四節 研究流程 15
     第貳章 文獻探討 16
     第一節 化妝品產業 16
     第二節 VICHY薇姿品牌簡介 21
     第三節 品牌認同感 23
     第四節 促銷活動 33
     第?章 研究方法 36
     第一節 研究設計 36
     第二節 研究架構 36
     第三節 研究假設 39
     第四節 問卷設計 40
     第五節 前測 41
     第六節 資料搜集抽樣方法 43
     第七節 資料分析與方法 45
     第肆章 研究結果與探討 47
     第一節 基本資料描述 47
     第二節 因素分析 51
     第三節 信度分析 54
     第四節 單因子相關分析 55
     第五節 多元回歸分析 59
     第六節 研究結果 77
     第伍章 結論與建議 78
     第一節 研究結論 78
     第二節 對行銷人員之建議 82
     第三節 研究限制 84
     第四節 後續研究建議 85
     參考文獻 86
     附錄 90
參考文獻 中文部分：
     
     1. 黃俊英，行銷研究概論， 出版年 : 1997
     2. 張重昭、王敏容，品牌認同、所有權與產品線延伸策略對消費者行為之影響，出版年 : 2002
     3. 呂惠富，產品涉入、購買涉入與品牌認同感理論模式之研究，出版年 : 1995
     4. 徐慧君，應用案例式推理於顧客關係管理之行銷研究-以化妝品業為例，出版年 : 2002
     5. 李明賢，台灣大專院校女學生化妝品消費行為研究，出版年 : 2003
     6. 溫正忠，影響化妝品品牌權益因素之實證研究
     7. 陳東霖，企業形象、品牌來源國對品牌權益的影響研究-以化妝品為例，出版年 : 2008
     8. 呂宗銘，改良式的關聯法則於化妝品行銷之應用
     9. 何明純，女性在網路上購買化妝保養品之行為研究
     10. 陳淑慧，促銷推廣對化妝品消費者之消費價值評估與購買意願之影響，出版年 : 2004
     11. 刁小倩，品牌化妝品行銷策略建構之研究
     12. 林世鳳，女性消費者化妝品購買行為探討-以台南市女性消費者為例，出版年 : 2003
     13. 廖艾倫，廣告效率之標竿管理研究:以台灣化妝品廣告為例
     
     
     
     英文部分：
     
     1. Aaker, D. A. (1996). Building Strong Brands, New York：The Free Press.
     2. Aaker, D. A. (1990). Brand Extensions：The Good, the Bad, and the Ugly,” Sloan Management Review, Vol.31 (summer), pp.47-56.
     3. Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14 (1), pp.20-39.
     4. Campbell, L.& William D.D.(1990),Framing and Sales Promotion :The Characteristics of A Good Deal,Journal of Consumer Marketing,Vol. 7, No.4, pp.25-31.
     5. Cardador, M. T. & Pratt, M. G., 2006, “Identification management and its bases: bridging management and marketing perspectives through a focus on affiliation dimensions,” Journal of the Academy of Marketing Science, Vol.34, Iss.2, pp.174-184
     6. Chaudhuri, A. and Holbrook, M. B., 2002, “Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect,” Journal of Brand Management, Vol.10, Iss.1, pp.33-58.
     7. Dommermuth, W.P. (1989), Promotion: Analysis, Creativity and Strategy, 2nd ed.Boston,Mass: PWS-Kent Publishing Company.
     8. Farris, Paul W. and John A. Quelch (1987), “In Defense of Price Promotion,” Sloan Management Review, 63 (Fall), pp.63–69.
     9. Festinger, L., Schachter, S., & Back, K. (1950). Social pressures in informal groups: A study on human factors in housing. Stanford, CA: Stanford University Press.
     10. Hartley, S.W.&James, C. (1988),How Sales Promotion Can Work For and Against You,Journal of Consumer Marketing, Vol. 5, No. 3, pp.35-42.
     11. Kanter, R. M. (1968). Commitment and social organization: A study of commitment mechanisms in utopian communities. American Sociological Review, 33, pp. 499–517
     12. Keller, K. L.(1993). Conceptualizing, Measuring, and Managing Consumer-Based Brand Equity, Journal of Marketing, 57(1), pp. 1-22.
     13. Kotler, P. (2000), Marketing Management：Analysis, Planning, Implementation,and Control, 10th Edition, New Jesey, Prentice-Hall Inc.
     14. Lastovica, J. L., and Gardner, D. M., 1979, “Components of Involvement,” in J. C. Maloney and B. Silverman(eds.), Attitude Research Plays for High Stakes, pp.53-73, Chicago: American Marketing Association
     15. Lofland, John & Rodney Stark (1965), ‘Becoming a World-Saver: A Theory of Conversion to a Deviant Perspective’, American Sociological Review, 30, pp.862-875
     16. Markus, H. and Wurf, E. (1987) The Dynamic Self-Concept: A Social Psychological Perspective. Annual Review Psychology, 38, pp.299-337.
     17. Maccoby, E.E. (1980). Social development: Psychological growth and the parent-child relationship. New York: Harcourt Brace Jovanovich.
     18. McCarthy, J.&W. P.(1984),Basic Marketing,8th ed.,Homewood :Richard D.rwin,pp. 408-409.
     19. Prentice,R.M.(1975), The CFB Approach to Advertising/ Promotion Spending,”in The Relationship Between Advertising and Promotion in Brand Strategy, R. A.Strang, ed., Cambridge: Marketing Science Institute, pp.75-90.
     20. Quelch, J.A.(1989),Sales Promotion Management,Englewood Cliffs ,N.J.:
     Prentice-Hall,Inc
     21. Mowday, R., Steers, R., and Porter, L. (1979). The measurement of organizational commitment. Journal of Vocational Behavior, 14, pp.224-247.
     22. Randall, D. M., (1997) “Commitment and the Organization: the organization man revisited,” Academy of Management Review, Vol.12, Iss.3, pp.462-475.
     23. Reichers, A. E. (1985).A review and reconceptualization of organizational commitment . Academy of Management Review,10, pp.465-476.
     24. Smith, D. C. and Park, C. W. (1992). “The Effects of Brand Extension on Market Share and Advertising Efficiency,” Journal of Marketing Research, Vol.29 (August), pp.296-313.
     25. Sheldon, M. E. (1971). Investments and involvements as mechanisms producing commitment to the organization. Administrative Science Quarterly, 16, pp.143–150.
     26. Stryker, Sheldon and Richard T. Serpe (1982) "Commitment, Identity Salience, and Role Behavior: A Theory and Research Example." pp. 199-218 in Personality, Roles,and Social Behavior, edited by W. Ickes and E. S. Knowles. New York: Springer-Verlag.
     27. Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The social psychology of intergroup relations pp. 33–47. Monterey, CA: Brooks/Cole.
     28. Webster, F.E. (1965),The Deal-Prone Consumer, Journal of Marketing Research,Vol.2, pp.186-189.
描述 碩士
國立政治大學
管理碩士學程(AMBA)
96380029
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096380029
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.author (Authors) 蔡家雯zh_TW
dc.creator (作者) 蔡家雯zh_TW
dc.date (日期) 2009en_US
dc.date.accessioned 9-Apr-2010 14:44:03 (UTC+8)-
dc.date.available 9-Apr-2010 14:44:03 (UTC+8)-
dc.date.issued (上傳時間) 9-Apr-2010 14:44:03 (UTC+8)-
dc.identifier (Other Identifiers) G0096380029en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/38396-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 管理碩士學程(AMBA)zh_TW
dc.description (描述) 96380029zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) 近年來化妝品業者面對品牌輩出競爭激烈，加上經濟不景氣的市場環境，往往藉由減價、低價或其它服務性產品以刺激買氣，因此本研究探討促銷推廣策略及經營品牌認同感對化妝品消費者之購買意願的影響，以法國品牌VICHY薇姿會員為研究對象做實證分析。
     
     參考Campbell & Diamond(1990)研究定義促銷工具，並依據化妝品業界經常使用之促銷方法，將促銷活動方式分為價格促銷與非價格促銷，在價格促銷方面，則以降價折扣、折價券（下次購買使用）為主；非價格促銷則依化妝品業之特性，分別以贈品、會員獨享、免費膚質檢測、免費美容教學為探討；品牌認同感則依據Kevin Lane Keller(1993)提出的CBBE模型(Customer Based Brand Equity) ，分為四階級不同程度，由低到高：品牌標識、品牌內涵、品牌反應、品牌關係。
     
     本研究主要研究成果分為兩部分: (1) 不同的促銷活動確實對消費者對化妝的購買意願有不同的效果；(2) 消費者對品牌認同感的不同，會影響促銷活動之購買意願。
     
     本研究結果證實，對品牌有忠誠消費的消費者對促銷活動之購買意願並非最高，表示當消費者對品牌有忠誠度時，促銷活動並不是影響其購買意願的最大原因，在無促銷活動時，也有對品牌產品的購買意願，以此證明經營品牌認同感對品牌投資而言，長期績效而言，都有正面的效果。然而對品牌認同感程度中等「品牌反應」之消費者，可以促銷提高其購買意願，但也建議同時持續以品牌溝通，提升其品牌認同感至「品牌關係」程度，降低其對促銷活動的依賴，更能確保品牌長期的績效。		zh_TW
dc.description.abstract (摘要) In recent years, cosmetics industry faces intense competition, along with the economic boom. Therefore, the cosmetics brands tend to push sales by price reductions, low-priced products or other promotions. The study was to find out how promotions and brand identification work together on the consumer purchasing willingness of cosmetics. The study object is the French brand-VICHY members.
     
     The study referred to Campbell & Diamond (1990) research and adopted promotional methods which cosmetics industry used most often to define promotions. Promotions were divided into two parts: price promotion and non-price promotion. Regarding brand identity, it made use of CBBE model (Customer Based Brand Equity) by Kevin Lane Keller (1993). Four levels were identified from low to high: brand identity, brand meaning, brand response, and brand relationship.
     
     Two main findings in the study: (1) different promotions had different effects on purchase intention; (2) consumers with different brands identification had different purchase intention of promotions.
     
     The results confirmed loyal consumers’ purchase intention was not the highest one to promotions compared to others, which indicated when the consumers had high loyalty, promotion was not the main reason to drive their purchase intention. It proved that investment on brand identification could drive long-term sales performance.		en_US
dc.description.abstract (摘要) 致謝 1
     中文摘要 2
     英文摘要 3
     第壹章 緒論 8
     第一節 研究背景 8
     第二節 研究動機 10
     第三節 研究目的 14
     第四節 研究流程 15
     第貳章 文獻探討 16
     第一節 化妝品產業 16
     第二節 VICHY薇姿品牌簡介 21
     第三節 品牌認同感 23
     第四節 促銷活動 33
     第?章 研究方法 36
     第一節 研究設計 36
     第二節 研究架構 36
     第三節 研究假設 39
     第四節 問卷設計 40
     第五節 前測 41
     第六節 資料搜集抽樣方法 43
     第七節 資料分析與方法 45
     第肆章 研究結果與探討 47
     第一節 基本資料描述 47
     第二節 因素分析 51
     第三節 信度分析 54
     第四節 單因子相關分析 55
     第五節 多元回歸分析 59
     第六節 研究結果 77
     第伍章 結論與建議 78
     第一節 研究結論 78
     第二節 對行銷人員之建議 82
     第三節 研究限制 84
     第四節 後續研究建議 85
     參考文獻 86
     附錄 90		-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096380029en_US
dc.subject (關鍵詞) 品牌認同感zh_TW
dc.subject (關鍵詞) 促銷zh_TW
dc.subject (關鍵詞) 購買意願zh_TW
dc.title (題名) 牌認同感與促銷活動對消費者購買意願之影響- 以化妝品品牌VICHY薇姿會員為例zh_TW
dc.title (題名) Influence of Brand Identification and Promotions on Consumer Purchase Intention –Costmetic Brand VICHY members as an exampleen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分：
     
     1. 黃俊英，行銷研究概論， 出版年 : 1997
     2. 張重昭、王敏容，品牌認同、所有權與產品線延伸策略對消費者行為之影響，出版年 : 2002
     3. 呂惠富，產品涉入、購買涉入與品牌認同感理論模式之研究，出版年 : 1995
     4. 徐慧君，應用案例式推理於顧客關係管理之行銷研究-以化妝品業為例，出版年 : 2002
     5. 李明賢，台灣大專院校女學生化妝品消費行為研究，出版年 : 2003
     6. 溫正忠，影響化妝品品牌權益因素之實證研究
     7. 陳東霖，企業形象、品牌來源國對品牌權益的影響研究-以化妝品為例，出版年 : 2008
     8. 呂宗銘，改良式的關聯法則於化妝品行銷之應用
     9. 何明純，女性在網路上購買化妝保養品之行為研究
     10. 陳淑慧，促銷推廣對化妝品消費者之消費價值評估與購買意願之影響，出版年 : 2004
     11. 刁小倩，品牌化妝品行銷策略建構之研究
     12. 林世鳳，女性消費者化妝品購買行為探討-以台南市女性消費者為例，出版年 : 2003
     13. 廖艾倫，廣告效率之標竿管理研究:以台灣化妝品廣告為例
     
     
     
     英文部分：
     
     1. Aaker, D. A. (1996). Building Strong Brands, New York：The Free Press.
     2. Aaker, D. A. (1990). Brand Extensions：The Good, the Bad, and the Ugly,” Sloan Management Review, Vol.31 (summer), pp.47-56.
     3. Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14 (1), pp.20-39.
     4. Campbell, L.& William D.D.(1990),Framing and Sales Promotion :The Characteristics of A Good Deal,Journal of Consumer Marketing,Vol. 7, No.4, pp.25-31.
     5. Cardador, M. T. & Pratt, M. G., 2006, “Identification management and its bases: bridging management and marketing perspectives through a focus on affiliation dimensions,” Journal of the Academy of Marketing Science, Vol.34, Iss.2, pp.174-184
     6. Chaudhuri, A. and Holbrook, M. B., 2002, “Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect,” Journal of Brand Management, Vol.10, Iss.1, pp.33-58.
     7. Dommermuth, W.P. (1989), Promotion: Analysis, Creativity and Strategy, 2nd ed.Boston,Mass: PWS-Kent Publishing Company.
     8. Farris, Paul W. and John A. Quelch (1987), “In Defense of Price Promotion,” Sloan Management Review, 63 (Fall), pp.63–69.
     9. Festinger, L., Schachter, S., & Back, K. (1950). Social pressures in informal groups: A study on human factors in housing. Stanford, CA: Stanford University Press.
     10. Hartley, S.W.&James, C. (1988),How Sales Promotion Can Work For and Against You,Journal of Consumer Marketing, Vol. 5, No. 3, pp.35-42.
     11. Kanter, R. M. (1968). Commitment and social organization: A study of commitment mechanisms in utopian communities. American Sociological Review, 33, pp. 499–517
     12. Keller, K. L.(1993). Conceptualizing, Measuring, and Managing Consumer-Based Brand Equity, Journal of Marketing, 57(1), pp. 1-22.
     13. Kotler, P. (2000), Marketing Management：Analysis, Planning, Implementation,and Control, 10th Edition, New Jesey, Prentice-Hall Inc.
     14. Lastovica, J. L., and Gardner, D. M., 1979, “Components of Involvement,” in J. C. Maloney and B. Silverman(eds.), Attitude Research Plays for High Stakes, pp.53-73, Chicago: American Marketing Association
     15. Lofland, John & Rodney Stark (1965), ‘Becoming a World-Saver: A Theory of Conversion to a Deviant Perspective’, American Sociological Review, 30, pp.862-875
     16. Markus, H. and Wurf, E. (1987) The Dynamic Self-Concept: A Social Psychological Perspective. Annual Review Psychology, 38, pp.299-337.
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