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題名 從眾行為與化妝品購買意願之研究
Conformity and Purchase Intention for Cosmetics作者 陳韻安
Chen, Yun An貢獻者 陳建維<br>鄭鴻章
陳韻安
Chen, Yun An關鍵詞 參考群體
知覺風險
從眾行為
購買意願
化妝品
Reference group
Perceived Risk
Conformity Behavior
Purchasing intention
Cosmetics日期 2014 上傳時間 1-Jul-2015 14:42:05 (UTC+8) 摘要 現今社會，化妝品已經不再是奢侈品且消費者的購買方式也漸漸改變，消費者購買前所做的決策也越來越複雜，考量因素也不盡相同，除了品牌、價格、品質等等之外，許多消費者也會透過詢問、搜尋產品的評價以及資訊來做為參考依據，甚至模仿他人的購買行為，從眾行為因此產生。 本研究旨在探討參考群體、個人特性、知覺風險是否會造成女性化妝品消費者的從眾行為，而從眾行為又是否會影響消費者的購買意願。最後，檢驗從眾行為對參考群體、個人特性、知覺風險和購買意願之間中介效果的影響。本研究採用問卷調查法，以網路問卷形式共回收有效問卷183份，將所得資料以描述性統計、信效度分析、相關分析以及迴歸分析等統計方法進行資料分析，主要研究結論如下：1.參考群體中人員以及網路推薦、媒體推薦對從眾行為有顯著正向影響。2.個人特性中自信以及對社會比較訊息的注意對從眾行為有顯著正向影響。3.知覺風險中只有績效風險對從眾行為有顯著正向影響。4.從眾行為對購買意願有顯著正向影響。5.參考群體、個人特性及知覺風險對購買意願而言從眾行為有部分的中介效果。 整體而言，本研究建議廠商應善加利用女性化妝品消費者從眾的特性，也應更重視人員推薦以及網路口碑帶來的新商機，以及提供行銷和宣傳上的相關建議。綜合以上，給予廠商一個實用的參考策略。
Nowadays, cosmetics is no longer a luxury product and consumers’ buying methods are gradually changing. The decisions made by consumers before buying are more and more complex and considerations are not the same. In addition to brand, price, quality, many consumers will ask people and search for evaluation of the product and information for reference, and even imitat other’s buying behavior. These behaviors are called “Conformity”. This study is designed to analyze effects between reference groups, personal factors, perceived risk, conformity behavior and purchase intention. This is an empirical study and uses questionnaires. This study recouped 183 questionnaires to analyze with SPSS. Analyze data with descriptive statistics, reliability and validity analysis, correlation analysis and regression statistical analysis. The main conclusions are as follows: 1.The reference has a significant positive impact on conformity behavior. 2. Personal trait has a significant positive impact on conformity behavior. 3. The performance risk of perceived risk has a positive impact on conformity behavior. 4. The conformity behavior has a significant positive impact on purchase intention. 5. Reference group, personal traits and perceived risks have a partial mediating effect of conformity behavior on purchasing intention. Overall, this study suggests manufacturers use the characteristics of conformity to expand the market and build brand. 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L. (1973). A Factor Analysis of the Multi-Dimensional Nature of Perceived Risk, Proceedings of the Southern Marketing Association, Houston, Tex.: Southern Marketing Association, pp.207-232.【網站】：1.台肥季刊-化妝保養品產業概況與展望：http://biotaifer.taifer.com.tw/search/046003/59.htm2.中華徵信所-美麗產業的市場商機:http://www.credit.com.tw/newweb/market/weekly/index.cfm?sn=124 3.Ibp塑網- 2014年臺灣最美的化學產業-化妝品製品製造產業發展趨勢(摘自ITIS產業資訊服務網2014/05/20)http://www.ibuyplastic.com/tech_center/tech_paper/tech_detailcontent.phtml?id=824 描述 碩士
國立政治大學
國際經營與貿易研究所
101351009
103資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101351009 資料類型 thesis dc.contributor.advisor 陳建維<br>鄭鴻章 zh_TW dc.contributor.author (Authors) 陳韻安 zh_TW dc.contributor.author (Authors) Chen, Yun An en_US dc.creator (作者) 陳韻安 zh_TW dc.creator (作者) Chen, Yun An en_US dc.date (日期) 2014 en_US dc.date.accessioned 1-Jul-2015 14:42:05 (UTC+8) - dc.date.available 1-Jul-2015 14:42:05 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2015 14:42:05 (UTC+8) - dc.identifier (Other Identifiers) G0101351009 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76152 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易研究所 zh_TW dc.description (描述) 101351009 zh_TW dc.description (描述) 103 zh_TW dc.description.abstract (摘要) 現今社會，化妝品已經不再是奢侈品且消費者的購買方式也漸漸改變，消費者購買前所做的決策也越來越複雜，考量因素也不盡相同，除了品牌、價格、品質等等之外，許多消費者也會透過詢問、搜尋產品的評價以及資訊來做為參考依據，甚至模仿他人的購買行為，從眾行為因此產生。 本研究旨在探討參考群體、個人特性、知覺風險是否會造成女性化妝品消費者的從眾行為，而從眾行為又是否會影響消費者的購買意願。最後，檢驗從眾行為對參考群體、個人特性、知覺風險和購買意願之間中介效果的影響。本研究採用問卷調查法，以網路問卷形式共回收有效問卷183份，將所得資料以描述性統計、信效度分析、相關分析以及迴歸分析等統計方法進行資料分析，主要研究結論如下：1.參考群體中人員以及網路推薦、媒體推薦對從眾行為有顯著正向影響。2.個人特性中自信以及對社會比較訊息的注意對從眾行為有顯著正向影響。3.知覺風險中只有績效風險對從眾行為有顯著正向影響。4.從眾行為對購買意願有顯著正向影響。5.參考群體、個人特性及知覺風險對購買意願而言從眾行為有部分的中介效果。 整體而言，本研究建議廠商應善加利用女性化妝品消費者從眾的特性，也應更重視人員推薦以及網路口碑帶來的新商機，以及提供行銷和宣傳上的相關建議。綜合以上，給予廠商一個實用的參考策略。 zh_TW dc.description.abstract (摘要) Nowadays, cosmetics is no longer a luxury product and consumers’ buying methods are gradually changing. The decisions made by consumers before buying are more and more complex and considerations are not the same. In addition to brand, price, quality, many consumers will ask people and search for evaluation of the product and information for reference, and even imitat other’s buying behavior. These behaviors are called “Conformity”. This study is designed to analyze effects between reference groups, personal factors, perceived risk, conformity behavior and purchase intention. This is an empirical study and uses questionnaires. This study recouped 183 questionnaires to analyze with SPSS. Analyze data with descriptive statistics, reliability and validity analysis, correlation analysis and regression statistical analysis. The main conclusions are as follows: 1.The reference has a significant positive impact on conformity behavior. 2. Personal trait has a significant positive impact on conformity behavior. 3. The performance risk of perceived risk has a positive impact on conformity behavior. 4. The conformity behavior has a significant positive impact on purchase intention. 5. Reference group, personal traits and perceived risks have a partial mediating effect of conformity behavior on purchasing intention. Overall, this study suggests manufacturers use the characteristics of conformity to expand the market and build brand. Providing the recommendations on marketing and publicity, such as manufacturers should use the word-of–mouth and recommendation and establish the internet community, as practical reference strategies. en_US dc.description.tableofcontents 第一章 緒論........................................................ 9 第一節 研究背景與動機............................................ 9 第二節 研究目的................................................. 10 第三節 研究範圍................................................. 11 第四節 研究流程................................................. 12 第二章 文獻探討................................................... 14 第一節 化妝品行銷............................................... 14 第二節 參考群體................................................. 15 第三節 從眾行為的相關文獻....................................... 18 第四節 知覺風險................................................. 31 第五節 購買意願................................................. 39 第三章 研究架構、假說與方法....................................... 43 第一節 研究架構與假說........................................... 43 第二節 研究假說................................................. 44 第三節 研究變數................................................. 48 第四節 問卷設計................................................. 55 第五節 抽樣設計以及資料處理方法................................. 57 第四章 研究結果分析............................................... 59 第一節 樣本結構分析............................................. 59 第二節 效度分析（因素分析）..................................... 65 第三節 信度分析................................................. 75 第四節 相關分析................................................. 77 第五節 迴歸分析................................................. 79 第五章 結論與建議................................................. 85 第一節 研究結論................................................. 85 第二節 實務建議................................................. 89 第三節 研究限制................................................. 91 第四節 未來研究建議............................................. 92 參考文獻.......................................................... 94 附錄............................................................. 104 表次表2-1從眾行為因素表.............................................. 29 表2-2知覺風險構面之整理.......................................... 36 表3-1變數操作性定義.............................................. 48 表3-2生活型態問項衡量表.......................................... 49 表3-3參考群體問項衡量表.......................................... 50 表3-4個人特性問項衡量表.......................................... 51 表3-5知覺風險問項衡量表.......................................... 52 表3-6從眾行為問項衡量表.......................................... 53 表3-7購買意願問項衡量表.......................................... 53 表3-8人口統計變數問項衡量表...................................... 54 表4-1受訪者年齡樣本次數分配表.................................... 59 表4-2受訪者職業樣本次數分配表.................................... 60 表4-3受訪者教育程度樣本次數分配表................................ 61 表4-4受訪者所得樣本次數分配表.................................... 61 表4-5受訪者購買主要動機次數分配表................................ 62 表4-6受訪者消息來源次數分配表（可複選)........................... 63 表4-7受訪者消息來源次數分配表（可複選)........................... 63 表4-8受訪者購買地點數分配表（可複選)............................. 64 表4-9受訪者購買金額次數分配表.................................... 65 表4-10探索性因素分析之因素負荷量的評選準則....................... 66 表4-11因素負荷量選取標準值....................................... 66 表4-12參考群體因素分析........................................... 67 表4-13個人特性因素分析........................................... 69 表4-14知覺風險因素分析........................................... 71 表4-15從眾行為因素分析........................................... 73 表4-16購買意願因素分析........................................... 75 表4-17問卷量表信度檢驗分析表..................................... 76 表4-18參考群體、個人特性、知覺風險各構面和從眾行為相關分析....... 77 表4-19從眾行為與購買意願相關分析................................. 79 表4-20參考群體、個人特性、知覺風險與從眾行為迴歸分析............. 80 表4-21從眾行為與購買意願回歸分析................................. 81 表4-22中介效果檢定分析........................................... 83 表5-1研究假設結果匯整............................................ 85 圖次圖1-1研究流程圖.................................................. 13 圖2-1從眾行為的模型.............................................. 21 圖2-2降低知覺風險策略圖.......................................... 37 圖2-3消費者決策模型.............................................. 41 圖3-1本研究之概念性架構圖........................................ 44 zh_TW dc.format.extent 1234714 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101351009 en_US dc.subject (關鍵詞) 參考群體 zh_TW dc.subject (關鍵詞) 知覺風險 zh_TW dc.subject (關鍵詞) 從眾行為 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) 化妝品 zh_TW dc.subject (關鍵詞) Reference group en_US dc.subject (關鍵詞) Perceived Risk en_US dc.subject (關鍵詞) Conformity Behavior en_US dc.subject (關鍵詞) Purchasing intention en_US dc.subject (關鍵詞) Cosmetics en_US dc.title (題名) 從眾行為與化妝品購買意願之研究 zh_TW dc.title (題名) Conformity and Purchase Intention for Cosmetics en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 【中文部分】：1.王淑婷 (2005)產品品質口碑對消費者品牌形象、品牌態度及購買意願之影響-以化妝品產業為例，淡江大學管理科學研究所碩士班碩士論文。2.王凱、張城銘、劉倫彤 (2009)。從眾行為觀點對行動加值服務採用意圖之影響研究。2009產業電子化產學合作研討會論文集。3.王湘盈 (2003)。「從眾行為之個人影響因素及其決策過程分析」，國立東華大學國際經濟研究碩士論文。4.王雅嫺 （2004）。產品能見度及知名品牌與消費者從眾之相關性初探，國立交通大學碩士論文）。5.皮世明、李依珊 (2009)。「消費者進行網路團購行為之整合性模型研究」，2009TOPCO 崇越論文大賞資訊管理學術研討會論文。6.何玉龍 (2005)。從眾行為於行銷實務上應用之研究－以BMW摩托車車主俱樂部為例，中原大學碩士論文。7.吳淑鶯、彭康達 (2010)。消費者對航空公司的品牌知曉、認知品質與知覺價值在品牌態度及購買意願上之影響，中華管理評論國際學報第十三卷第二期8.李祥銘、邱吉鶴、劉信志、陳才 (2014)。交友社群使用者期望確認與持續使用易讀關係之研究─以參考群體為干擾變數。中華管理學報國際學報第十七卷一期。9.周文賢 (2002)。多變量統計分析-SAS/STAT 使用方法，台北：智勝文化，pp.73-143 及 pp.849-882。10.周俊宏 (2001)。大學生網路購物從眾行為及前攝性思考之研究，成功大學工業管理學系碩士論文。11.周俊宏 (2001)。大學生網路購物從眾行為及前攝性思考之研究，國立成功大學碩士論文。12.林東泰 (1999)。大眾傳播理論。台北：師大書苑。13.林隆儀、許慶珍 (2007)。參考群體與消費態度在消費動機對購買意圖影響的干擾效果—以老年消費者購買保健食品為例，《行銷評論》，第四卷， 第四期，頁421-44814.洪偉章、陳榮秀 (2001)。化妝品科技概論，台北：高立。15.凌儀玲、蔡毓萱、廖運偉、洪肇谷、林宛瑩、賴靜瑩 (2005)。個人特性與群體特性對消費者從眾強度之影響。行政院國家科學委員會專題研究計畫。16.徐文怡 (2003)。資訊性與規範性影響下從眾行為之研究，國立嘉義大學碩士倫文。17.許士軍 (1987)。〈管理學〉，台北：東華書局。18.陳乃瑜 (2004)。大專學生從眾行為對外食購買決策影響之研究，世新大學觀光學系碩士論文。19.陳韋達譯 (2000)。自光井武夫著，新化妝品學，台北：合記。20.黃美文 (民 87)。在電子商務環境下進行網路購物意願之研究 — 以購買涉入、參考群體與消費者特性探討，國立屏東科技大學資訊管理技術研究所碩士論文，民國 87 年 6 月21.黃麗霞 (2002)。贈品促銷形式對消費者的知覺價值與購買意願之影響，台灣大學商學研究所博士論文。22.盧惠芬 (2010)。結合從眾行為探討影響網路團購購買意願因素，中原大學國際貿易學系碩士論文。23. 羅淑慧 (2003)。藥妝品之發展趨勢，經濟部產業技術資訊服務推廣計畫出版品。【英文部分】：1.Aarts, H. and Dijksterhuis, A. 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