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系統識別號 U0002-1806201400454400
中文論文名稱 主觀知識與口碑對有機臉部保養品購買意圖影響之研究-以知覺風險為中介變數
英文論文名稱 A Study of the Effect of Subjective Knowledge and Word-of-Mouth on Purchase Intention for Organic Facial Care Products - The Mediating Effect of Perceived Risk
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 102
學期 2
出版年 103
研究生中文姓名 吳淨宜
研究生英文姓名 Ching-Yi Wu
學號 601550311
學位類別 碩士
語文別 中文
口試日期 2014-06-03
論文頁數 162頁
口試委員 指導教授-張俊惠
委員-黃志文
委員-洪正興
中文關鍵字 有機臉部保養品  主觀知識  口碑  知覺風險  購買意圖  使用經驗 
英文關鍵字 Organic Facial Care Products  Subjective Knowledge  Word-of-Mouth  Perceived Risk  Purchase Intention  Use Experience 
學科別分類
中文摘要 臉部保養已經成為人們每天的重要習慣,而隨著樂活風潮的興起與黑心商品的新聞使得有機臉部保養品逐漸被消費者看見,許多知名保養品牌也逐漸推出有機臉部保養品,搶佔有機商機。據此本研究將針對台灣的有機臉部保養品市場之相關消費行為進行探討。而本研究目的在於探討消費者對於有機臉部保養品的主觀知識與口碑是否會對消費者購買意圖有正向影響,以及知覺風險(功能風險、社會風險)是否扮演重要中介角色,並以過去使否使用過有機臉部保養品作為區隔變數,探討不同族群(整體市場、曾經使用過、未曾使用過)的消費行為使否有所差異。本研究使用SPSS18.0版及LISREL8.7版作為資料分析的工具。
經過結構方程模式驗證研究假說,得出以下結論:
一、在台灣的有機臉部保養品市場中,消費者的主觀知識對功能風險與購買意圖存在顯著影響效果。
二、在台灣的有機臉部保養品市場中,口碑對消費者的購買意圖存在正向顯著的直接影響效果;但對消費者的知覺風險不存在影響效果。
三、在台灣的有機臉部保養品市場中,功能風險存在部分中介效果,而社會風險完全不存在中介效果。
四、台灣的消費者對有機臉部保養品的主觀知識、口碑與知覺風險對購買意圖確實會因消費者使用有機臉部保養品的經驗有無,而有所差異。
英文摘要 Facial care has become an important daily habit, and with the wave of LOHAS rising and the sinister product news make organic facial care products are seen gradually to consumers, many well-known skincare brands have gradually introduced the organic facial care products to seize the organic opportunities. The study will be conducted pursuant to investigate consumer behavior for organic facial care products related to the Taiwan market. The purpose of this study is to investigate the organic facial skin care products for consumers’ subjective knowledge and word-of-mouth whether they would have a positive impact on consumer purchase intention, and perceived risk (performance risk, social risk) are playing an important intermediary role. And use the use experience as segmentation variables.

This study used SPSS18.0 and LISREL8.7 as data analysis tools. There are four findings from the research:
(1) In organic facial care products market in Taiwan, the subjective knowledge has significant impact on performance risk and purchase intention.
(2) In organic facial care products market in Taiwan, the word-of-mouth has a significant positive direct effect on purchase intention. But there is no impact on the perceived risk.
(3) In organic facial care products market in Taiwan, the performance risk has partially mediation effect, but the social risks has not.
(4) In organic facial care products market in Taiwan, the effect of subjective knowledge, word-of-mouth and perceived risk on purchase intention is different in use experience.
論文目次 目錄
第一章 緒論
第一節 研究背景………………………………………………………………..…1
第二節 研究動機………………………………………………………………..…2
第三節 研究目的………………………………………………………………..…6
第四節 研究範圍與對象………………………………………………………..…7
第五節 研究流程……………………………………………………………..……8
第二章 文獻探討
第一節 有機臉部保養品的定義與市場概況
一、 化妝保養品的定義與分類……………………………………………9
二、 有機臉部保養品的定義……………………………………………..12
三、 有機產品認證標章…………………………………………………..17
四、 有機臉部保養品市場概況…………………………………………..22
五、 相關研究……………………………………………………………..22
第二節 產品知識
一、 產品知識的定義與分類……………………………………………..26
二、 相關研究……………………………………………………………..30
第三節 口碑
一、 口碑的定義…………………………………………………………..31
二、 相關研究……………………………………………………………..34
第四節 知覺風險
一、 知覺風險的定義與分類……………………………………………..36
二、 相關研究……………………………………………………………..42


第五節 購買意圖與使用經驗(區隔變數)
一、 購買意圖……………………………………………….……………..43
二、 使用經驗(區隔變數)…………………………………………….…...45
第三章 研究設計
第一節 觀念架構……………………………………………………………....... 47
第二節 研究假說…………………………………………………………………48
第三節 研究變數之操作性定義與衡量……………………………………........52
第四節 研究設計…………………………………………………………............57
第五節 資料分析方法……………………………………………………………58
第四章 資料分析與結果
第一節 敘述性統計分析……………………………………………………........63
第二節 信度分析…………………………………………………………………99
第三節 結構方程模式分析……………………………………………………..100
第五章 結論與發現
第一節 研究結論………………………………………......................................123
第二節 研究發現……………………………………………………………......126
第三節 研究限制與未來建議………………………………………………......132
參考文獻
中文部分…………………………………………………………………………133
英文部分…………………………………………………………………………139


附錄 正式問卷…………………………………………………………………….152

表目錄
表1-1 國際有機驗證標章……………………………………………………….…………..3
表2-1 各國化妝品定義與相關規範整理表…………………………………….…………10
表2-2 化妝品分類方式…………………………………………………………………….11
表2-3 有機商品定義之彙整表…………………………………………………….............13
表2-4 台灣有機農產品認證標章………………………………………………….............18
表2-5 國外有機保養品認證標章與相關規範彙整表…………………………….............20
表2-6 有機產品相關文獻………………………………………………………….............23
表2-7 一般化妝品與有機化妝品的相關文獻彙整……………………………………….25
表2-8 產品知識之定義與分類彙整表…………………………………………….............27
表2-9 口碑定義彙整表…………………………………………………………….............32
表2-10 知覺風險定義之彙整表…………………………………………………….............37
表2-11 購買意圖之定義…………………………………………………………….............43
表3-1 研究假說彙整表………………………………………………………….…………51
表3-2 主觀知識之操作性定義與衡量…………………………………….………………52
表3-3 口碑之操作性定義與衡量……………………………………….…………………53
表3-4 功能風險之操作性定義與衡量………………………………………….…………55
表3-5 社會風險之操作性定義與衡量………………………………………….…………55
表3-6 購買意圖之操作性定義與衡量…………………………………………………….56
表3-7 問卷發放與回收情形統整表……………………………………………….............58
表3-8 LISREL各參數符號說明…………………………………………………...............61
表3-9 整體模式之配適度指標……………………..……………………………………...62
表4-1 整體有效樣本是否曾經使用過有機臉部保養品分佈情形…………….………....63
表4-2-1 曾經使用過有機臉部保養品者之平常使用有機臉部保養品種類(複選)………..65
表4-2-2 未曾使用過有機臉部保養品者之平常使用一般臉部保養品種類(複選)………..66
表4-3-1 曾經使用過有機臉部保養品者之最常使用有機臉部保養品種類.........................68
表4-3-2 未曾使用過有機臉部保養品者之最常使用一般臉部保養品種類.........................69
表4-4-1 曾經使用過有機臉部保養品者之最常購買有機臉部保養品的通路......................70
表4-4-2 未曾使用過有機臉部保養品者之最常購買一般臉部保養品的通路......................71
表4-5-1 曾經使用過有機臉部保養品者之購買有機臉部保養品的頻率..............................72
表4-5-2 未曾使用過有機臉部保養品者之購買一般臉部保養品的頻率..............................72
表4-6-1 曾經使用過有機臉部保養品者之每次購買有機臉部保養品的金額.....................73
表4-6-2 未曾使用過有機臉部保養品者之每次購買一般臉部保養品的金額.....................74
表4-7-1 整體有效樣本在未來選擇獲得有機臉部保養品資訊的管道(複選)......................75
表4-7-2 曾經使用有機臉部保養品者未來選擇獲得有機臉部保養品資訊的管道(複選)..76
表4-7-3 未曾使用有機臉部保養品者未來選擇獲得有機臉部保養品資訊的管道(複選)..77
表4-8-1 整體有效樣本未來購買有機臉部保養品的通路(複選)…………………………...78
表4-8-2 曾經使用過有機臉部保養品者未來購買有機臉部保養品的通路(複選)...............79
表4-8-3 未曾使用過有機臉部保養品者未來購買有機臉部保養品的通路(複選)...............80
表4-9-1 整體有效樣本能接受的最大價差…………………………………………………..81
表4-9-2 曾經使用過有機臉部保養品者能接受的最大價差………………………………..82
表4-9-3 未曾使用過有機臉部保養品者能接受的最大價差………………………………..83
表4-10-1 吸引整體有效樣本購買有機臉部保養品的優惠方式(複選...................................84
表4-10-2 吸引曾經使用有機臉部保養品者再次購買有機臉部保養品的優惠方式(複選)..85
表4-10-3 吸引未曾使用過有機臉部保養品者購買有機臉部保養品的優惠方式(複選).....86
表4-11-1 整體有效樣本之性別分佈情形.................................................................................87
表4-11-2 曾經使用過有機臉部保養品者之性別分佈情形....................................................87
表4-11-3 未曾使用過有機臉部保養品者之性別分佈情形...................................................88
表4-12-1 整體有效樣本之年齡分佈情形...............................................................................88
表4-12-2 曾經使用過有機臉部保養品者之年齡分佈情形...................................................89
表4-12-3 未曾使用過有機臉部保養品者之年齡分佈情形..................................................89
表4-13-1 整體有效樣本之教育程度分佈情形......................................................................90
表4-13-2 曾經使用過有機臉部保養品者之教育程度分佈情形..........................................90
表4-13-3 未曾使用過有機臉部保養品者之教育程度分佈情形..........................................91
表4-14-1 整體有效樣本之居住地區分佈情形......................................................................91
表4-14-2 曾經使用過有機臉部保養品之居住地區分佈情形..............................................92
表4-14-3 未曾使用過有機臉部保養品者之居住地區分佈情形..........................................92
表4-15-1 整體有效樣本之職業分佈情形..............................................................................93
表4-15-2 曾經使用過有機臉部保養品者之職業分佈情形..................................................94
表4-15-3 未曾使用過有機臉部保養品者之職業分佈情形..................................................95
表4-16-1 整體有效樣本之婚姻狀況分佈情形.....................................................................96
表4-16-2 曾經使用過有機臉部保養品者之婚姻狀況分佈情形..........................................96
表4-16-3 未曾使用過有機臉部保養品者之婚姻狀況分佈情形..........................................96
表4-17-1 整體有效樣本之平均月收入分佈情形..................................................................97
表4-17-2 曾經使用有機臉部保養品者之平均月收入分佈情形..........................................98
表4-17-3 未曾使用過有機臉部保養品者之平均月收入分佈情形......................................98
表4-18 研究變項之信度分析彙整表.................................................................................99
表4-19 結構方程模式之參數說明....................................................................................102
表4-20 整體模式之配適度評估........................................................................................104
表4-21 曾經使用過有機臉部保養品者之配適度評估....................................................105
表4-22 未曾使用過有機臉部保養品者之配適度評估....................................................105
表4-23 整體衡量模式之評估............................................................................................106
表4-24 曾經使用過有機臉部保養品者衡量模式之評估................................................108
表4-25 未曾使用過有機臉部保養品者衡量模式之評估................................................110
表4-26 整體之研究假說驗證結果....................................................................................112
表4-27 曾經使用過有機臉部保養品者之研究假說驗證結果............. ...........................114
表4-28 不曾使用過有機臉部保養品者之研究假說驗證結果.........................................116
表4-29 整體路徑效果分析.................................................................................................119
表4-30 曾經使用過有機臉部保養品者之路徑效果分析.................................................120
表4-31 未曾使用過有機臉部保養品者之路徑效果分析.................................................122




圖目錄
圖1-1 本研究流程圖……………………………………………………………….8
圖3-1 研究架構圖…………………………………………………………….......47
圖4-1 整體模式之線性結構關係圖.......................................................................101
圖4-2 整體模式結構關係路徑分析圖...................................................................118
圖4-3 曾經使用過有機臉部保養品者模式結構關係路徑分析圖......................120
圖4-4 未曾使用過有機臉部保養品者模式結構關係路徑分析圖......................121

參考文獻 參考文獻
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林鳳嬌(2007),「臉部保養品產品選擇與資訊來源─以台北市大學生為研究對象」,國立台北教育大學社會科教育學系碩士論文。

林德國(2001),口碑行銷,台北市:遠流出版社。

林慧貞(2013),「性別對油電混合車購買意圖影響之研究─以計畫行為理論觀點」,淡江大學國際企業學系碩士論文。

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楊郁儀(2004),「觸覺需求與產品涉入對消費者經驗順序組合之學習效果與認知風險影響」,國立台北科技大學商業自動化與管理研究所碩士論文。

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