本研究旨在探討品牌形象、關係品質與知覺風險，對消費者於選購美髮沙龍之店販洗療護產品及造型產品之關聯性影響。經由相關文獻探討，研究目的如下：
1.探討美髮沙龍通路洗療護產品之產品形象與消費者知覺風險之關係；
2.探討美髮設計師之關係品質與消費者知覺風險之關係；
3.探討品牌形象、關係品質與知覺風險間之關係。
本研究主要以美髮美容院內之消費者為主要研究受測對象。本研究發放時間自2006年4月1日至5月15日，針對配合個案公司，位於台北市區內美髮沙龍，便利抽樣且隨機選擇正在美髮沙龍中消費的顧客作為問卷填答對象。共計發放405份問卷，共回收355份有效問卷，有效問卷率為87.65%。
研究發現消費者對美髮沙龍中所販售之洗/療/護產品，會因與髮型設計師間之關係品質高低，導致不同型態及程度之知覺風險差異；消費者於選擇美髮沙龍店販產品時，會因個人對產品品牌形象之重視程度差異，產生不同型態之知覺風險；與設計師間之關係品質高低，又會影響消費者對於象徵性、功能性、經驗性品及社會性等品牌形象之差異。消費者對美髮沙龍店販洗療護產品，確實受到品牌形象、知覺風險及與髮型設計師間之關係品質不同，而產生不同的關聯性影響。研究發現，消費者非常重視店販產品之品牌之象徵性形象、功能性形象、經驗性形象及社會性形象，而受訪者對店販產品之知覺風險值偏高，甚至偏向於高度不信任型。即使與髮型設計師呈現高度關係品質，對店販產品之知覺風險則又偏向於功能性及社會性知覺風險。
從實務觀點，建議美髮沙龍應多提供專業性諮詢與產品使用建議，藉以與一般開架式商品進行市場區隔；同時，以試用品或開瓶洗方式先讓消費者實際體驗，並予以詳細之產品成分、功能性，以及品牌來源等之解說，降低消費者對產品功能性及社會性等之知覺風險，才能建立良好與專業性之店販行銷形象，並與消費者建立良好且互信之關係基礎。

This study aims at investigating the relationships among brand image, relationship quality and perceived risk of consumers for S/R/T products in Hair Salon. A survey using a questionnaire was conducted on a target sample. The sample, active 355 of the 405 who responded were selected on the basis of the fact that they were consuming in hair salon from April 1 to May 30 2006, the effective questionnaire rate is 85.67%.  
This research also attempts to provide beneficial suggestions and implications for marketing practitioners. The results of the analysis are as follows:
1.The results indicate the brand’s image has a more specific influence on the customers’ perceptions of the S/R/T products on customer value. 
2.Even having the best relationship quality between consumer and hairdresser, the functional image and abstract image are two major effected factors when the consumers are purchasing S/R/T products in hair salon. 
3.Among the five dimensions identified, the risks of security, function, experience, financial, and symbolism had a positive impact on customers’ value and purchasing will.  
From real marketing point of view, the salon should provide a professional consultation and product using suggestion to differentiate from normal market product.  At the same time, can provide the test sample or open watching for consumer’s taste and brief of the components, effective and the resource of brand to reduce the acknowledgement risk from customer.  Then, could build up a good and professional marketing image and good relationship with customer.

目  錄


目  錄	I
表目錄	III
圖目錄	V

第一章 緒論	1
第一節 研究背景與動機	2
第二節 研究目的	5
第二章 文獻探討	6
第一節 美髮沙龍洗療護產品產業環境	6
第二節 品牌形象	14
第三節 關係品質	22
第四節 知覺風險	30
第二章 研究方法	36
第一節 研究架構	36
第二節 操作性定義	37
第三節 研究對象	40
第四節 抽樣設計	42
第五節 問卷設計	44
第六節 統計方法	48
第三章 資料分析與討論	50
第一節 問卷信度分析	51
第二節 樣本結構及各變數之敍述性分析	52
第三節 建立各研究構面之指標	62
第四節 集群分析	67
第五節 假說驗證	71
第四章 結論與建議	78
第一節 研究結論	78
第二節 建議	83
參考文獻	85
附錄  本研究問卷	96
 
 
表目錄
表 2 1台灣地區護髮品消費市場銷售值及成長率	.7
表 2 2美髮沙龍店販品牌售價一覽表	9
表 2 3品牌形象之定義與相關觀念彙總表	18
表 2 4 依服務行為本質分類之架構	223
表 2 5關係行銷之定義	24
表 2 6知覺風險之定義與觀念彙總表	31
表 2 7知覺風險之構面彙總表	33
表 3 1美髮服務業規模分類	41
表 3 2 台北市區	42
表 3 3 問卷發放及問卷回收	44
表 3 4 問卷內容	45
表 4 1 信度分析	51
表 4 2 有效樣本受訪者特徵	53
表 4 3 品牌形象之平均數	57
表 4 4 關係品質之平均數	58
表 4 5 關係品質之平均數	59
表 4 6 知覺風險之平均數	60 

表 4 7 品牌形象各構面主成份分析結果	         62
表 4 8 品牌形象衡量題項主成份權重向量	63
表 4 9 關係品質各構面主成份分析結果	         64
表 4 10關係品質衡量題項主成份權重向量	64
表 4 11 知覺風險各構面主成份分析結果	         65
表 4 12 知覺風險衡量題項主成份權重向量	66
表 4 13品牌形象重視程度群集分析結果	         67
表 4 14 關係品質認同度群集分析結果	         68
表 4 15知覺風險集群分析結果	                  69
表 4 16 品牌形象與關係品質關聯性分析	         71
表 4 17 品牌形象與知覺風險關聯性分析	         73
表 4 18 關係品質與知覺風險關聯性分析表	75 
圖目錄
圖 2-1  美髮沙龍通路各品牌洗護產品之品牌價格定位圖 10
圖 2-2  品牌知識架圖                               17
圖 2-3  Crosby, Evans & Cowles關係品質模式         28
圖 2-4  價格、知覺品質、知覺價值架構圖             34
圖 2-5  價格、品質、價值關係模式                   35
圖 3-1  研究架構圖                                 36

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三、網頁部分
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5.兩岸化妝品保養品產業介紹，2005，ITIS產業資訊服務網。(http://www.itis.org.tw/reporter/ViweHTNL/att/repocontent.jhtm?searchnum=1&idno=C77130AC228AF90548, 2005/7/22)
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