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。

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.

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
 

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侯耀庭(2007)，「消費者產品涉入、知覺風險對有機蔬果購買意願之實證研究」，大葉大學事業經營研究所碩士論文。

姜禮榮(2004)，「線上購物動機與知覺風險對網路拍賣購物意願之影響」，國立中山大學企業管理系碩士論文。

施沛廷(2004)，「社群信任、社群認同與購買行為關係之研討─以RV 休旅車社群為例」，國立東華大學企業管理研究所碩士論文。

 
施妤姍(2012)，「來源國契合度與品牌形象對知覺品質、產品態度與購買意圖之影響─以德國福斯汽車為例」，淡江大學國際企業學系碩士論。

施朝欽(2013)，「以粉絲為核心的社交媒體論小米公司在中國的現象」，國立台灣科技大學管理研究所博士論文。
	
柯嘉珍(2009)，「『分時度假產品』產品知識、知覺風險與降低風險策略關係之研究」，靜宜大學觀光事業學系研究所碩士論文。	

洪建中(2013)，「網路購物網站之關係行銷對知覺風險及再購意願影響之研究」，國立中山大學企業管理學系碩士論文。

洪偉章、陳榮秀(2001)，化妝品科技概論，台北:高立。

祝道松、盧正宗、徐雅培(2007)，「制度型信任機制與知覺風險影響網路消費者購物意圖之研究─以Yahoo!奇摩購物為例」，Journal of E-Business，第9卷，第2期。

張惠娟(2012)，「有機商品消費者之態度、知覺行為控制、主觀規範對購買意圖影響之研究─以TPB模式進行探討」，淡江大學國際企業碩士論文	。

張雅惠(2013)，「消費者對油電混合車態度及購買意圖影響之研究─綠色價值驅動因素之探討」，淡江大學碩士論文。

張甄晏(2009)，「有機農產品之產品知識、信任與購買意圖間關係之研究」，國立體育大學休閒產業經營學系碩士班碩士論文。

張儀婷(2012)，「有機商品購買行為之研究─以不同生態意識區隔」，淡江大學國際企業碩士論文	。

張澤民(2000)，化妝品業，產業經濟第233期，頁38-42。	

張競宇(2007)，「網路負面口碑訊息對消費者轉換行為之影響─以次世代電玩主機為例」，國立台灣科技大學碩士論文。

許士軍(1987)，新加坡消費者對不同來源地產品之知覺及態度，管理評論，頁1-18。

許金玲(2004)，「口碑傳播對青年參與非商業性活動的影響因素」，國立台灣科技大學碩士論文。

許盟雪(2002)，「網路產品評鑑訊息之有用性與模糊性對消費者消費決策之影響」，元智大學管理研究所碩士論文。
	
郭淑雲(2001)，「消費者特性與網際網路購物意願關係之研究─以生鮮食品為例」，國立中興大學行銷學系碩士論文。

陳介武(1998)，有機食品簡介:現況與趨勢，食品資訊，第152期，頁21-25。
	
陳有為(2013)，「網購商城之知覺價值對購買態度及意圖影響之研究─以網購經驗為干擾變數」，淡江大學國際企業學碩士班碩士論文。

陳志維(2013)，「品牌形象、網路口碑與購買意願之研究」，中國文化大學商學院國際企業管理學系碩士論文。

陳俊峰(2004)，「影響消費者購買保健食品決策因素之研究─以多層次傳銷為例」，國立成功大學高階管理碩士論文。

陳盈秀(2006)，「網路書店瀏覽者之產品涉入、知覺風險影響其購買意願之研究」，南華大學出版事業管理研究所碩士論文。

陳淑娟、楊珮綺、林永順(2009)，「產品涉入、知覺風險與資訊傳播影響消費者購買果醋意願的研究」，美和技術學院學報，第28卷，第1期，頁87-103。

陳順宇(2000)，多變量分析，台北：華泰書局。

陳慧珊、黃汝華(2010)，「消費者的網路口碑選擇行為之研究」，國立中正大學電訊傳播研究所碩士論文。

陳澤義、張保隆、張宏生(2004)，「台灣銀行業善因行銷、外部線索對服務品質、知覺風險與知覺價值之影響關係研究」，交大管理學報，第24卷，第2期，頁87-118。

游仲恆(1999)，「有機農產品認證問題分析與消費層面分析」，台灣大學農業經濟研究所碩士論文。

程新雨(2001)，「產品屬性、產品知識、認為需求對消費者反遞移律決策行為之影響」，國立台灣大學商學研究所碩士論文。

黃山內、林傳琦(2004)，「台灣地區有機農業之發展現況與展望」，高雄農改場建場百週年紀念專刊，頁98-109。

黃怡齡(2012)，「網路口碑對消費者購買意願之影響─以民宿業為例」，國立成功大學企業管理學系碩士論文。
	
黃建怡(2010)，「以計畫行為理論探討消費者購買有機食品之意圖」，國立東華大學企業管理學系研究所碩士論文。

黃勝鴻(2011)，「有機農產品消費者知識、態度與行為影響之研究─以大高雄地區農夫市集為例」，國立中山大學公共事務管理研究所碩士論文。

楊大陽(1986)，「台南市女性化妝品購買行為之研究」，國立成功大學工業管理研究所碩士論文。

楊正瑀(2001)，「不同程度產品知識及多重外在提示對網路購物意願之影響」，國立交通大學管理科學系研究所碩士論文。

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。

楊雅棠、呂煒琳(2005)，「資訊來源、知覺風險與抱怨行為關係之研究」，育達商管學報，第2期，頁107-127。

葉冠伶譯(2004)，Wayne Baker 原著，市場機會理論應用之二，台北：遠流文化事業。	

董時叡(2002)，「從全球觀點探討台灣有機農業之發展」，中華農學會報，第三卷，第四期，頁311-324。

詹智翔(1999)，「由消費者觀點探討高科技產品特性、知覺風險與購買決策過程之研究」，國立成功大學國際企業研究所碩士論文。

劉芳梅(1999)，「產品知識對消費者從眾行為之影響」，國立政治大學企業管理學系碩士論文。
潘明全、孫瑞媛、陳芊妤、莊淑貞(2006)，「產品知覺風險程度干擾參考價格與促銷情境對購買意願效果之研究─以女性網路購物為例」，國立台北大學電子商務與數位生活研討會。

蔡佩君(2007)，「消費者對於有機化妝品包裝設計之認知評估」，銘傳大學設計管理研究所碩士論文。

蔡明峰(2011)，「環保標章資訊對消費者行為影響之研究」，國立中央大學資訊管理碩士論文。

蔡進發、林銘洲、李謀監、李瑞興(2006)，「有機農產品消費者行為之研究」，生物與休閒事業研究，第四卷，第二期，頁16-38。

蕭靜雅、蕭雅美、黃韶顏(2012)，「消費者對有機蔬果的認知與購買意願之研究」，台北城市大學學報，第35期，頁283-302。

顏琬玲(2005)，「口碑訊息對消費者決策影響之探討─以餐飲業為例」，國立台灣科技大學碩士論文。

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