本研究擬探討韓流對化妝品的消費影響，隨著韓流魅力的興起，韓系化妝品崛起，以台灣內需市場來說，自韓國進口的佔有率慢慢地在拉升，成長速度最快，近五年成長率都達到20%。在過去的文獻中下列各變項已被驗証有顯著影響作用: 
一、	置入性行銷/購買意願: Balasubramanian (1994）認為：置入性行銷是指企業或廠商採取付費的方式，有計畫地以不引人注目的形式，將產品訊息放到現存媒體中，以便有效地影響觀眾對產品的情感和認知。
二、	置入性行銷/品牌認同: Weaver & Oliver (2000) 認為消費者對於顯性置入的品牌會有正面的態度。
三、	名人代言/購買意願: Lee and Tan(2003)認為當知覺風險愈高時，消費者的購買意願會降低。因此，企業若能有效降低消費者在決策過程時心中所存在的不確定感，則能讓消費者的購買意願提高。
四、	名人代言/品牌認同: Kamins(1990) 認為:高吸引力代言人搭配高吸引力形象的產品，比低吸引力形象代言人搭配相同產品時，有較高的廣告效果、品牌態度及購買意願。
由於化妝品市場環境與消費者購買型態的改變，因此本研究將以探討透過置入性行銷、名人代言、哈韓涉入程度等研究變項，對消費者的品牌認同感與購買意願將會導致何種影響，進而討論這對市場經營可以有哪些啟示與應用意義。
本研究問卷以網路問卷Google表單進行便利抽樣，樣本對象為各年齡層一般人士，有效問卷201份，藉由描述性統計、項目分析、信度分析、因素分析、迴歸分析、層級迴歸分析、t檢定及變異數分析等方法進行資料分析。研究結果顯示如下: 

一、置入性行銷對消費者的購買意願有顯著影響。
二、置入性行銷對消費者的品牌認同有顯著影響。
三、名人代言對消費者的購買意願有顯著影響。
四、名人代言對消費者的品牌認同有顯著影響。
五、哈韓涉入程度在各變項中皆無顯著調節作用。
管理意涵：研究結果發現，哈韓涉入程度並不會對消費者購買化妝品或品牌認同上有任何調節作用產生，代表自變項置入性行銷與名人代言的影響遠超過於哈韓涉入程度的因素，消費者並不會因為哈韓而去影響購買意願或品牌認同感，因此，建議化妝品公司可著重於置入性行銷與名人代言上去開拓市場，而哈韓也可能只是一時的風潮，消費者在消費時還是有其理性的判斷。

This study investigates the influence of Korean wave or “hallyu” on consumption of cosmetics with the rise of Korean Philia, Korean cosmetics rise in Taiwan domestic market, the amount of import from South Korea in slowly pulled up, however it’s the fastest growing in the past five years as compared with competitive brands from other countries, which the growth rate has been reached 20%. By the literature review, each of the following variables have been verified owning significant influence: 
1.	Product placement / Purchase Intention : Balasubramanian (1994) points out that product placement is the company or the manufacturer to use the way by paying charges of placing unobtrusive form and product information into the existing media in order to effectively influence the audience's emotion and cognition.
2.	Product placement / Brand identity: Weaver & Oliver (2000) considered by salient brand placement, the consumers will have a positive attitude to the brand and product.
3.	Celebrity endorsements / Purchase Intention: Lee and Tan (2003) considered that when perceived risk is higher, consumer Purchase Intention will be reduced. Therefore, if companies can reduce the uncertainty that will expedite consumer decision-making process and increase purchase intention.
4.	Celebrity endorsements / Brand Identity: Kamins (1990) considered high attractiveness celebrity with high image products is more attractive than when compared with the low attractiveness of the celebrity of the same product, and will have a higher advertising effectiveness, brand attitude and purchase intention.
Due to changes in the environment and consumers are used to buy cosmetics, this study will investigate through product placement, celebrity endorsements, the degree of Korean Philia(hallyu), brand identity and purchase intention will cause what impact are there, and then discuss the management implication when operating the market. 
The questionnaire survey was edited by Google web forms in electronic , the sample is ordinary people of all ages, 201 questionnaires were recovered, and analyzing the data by descriptive statistics, reliability analysis, factor analysis, cluster analysis, t-test one-way ANOVA and hierarchical regression analysis.
The results are as below:  
1.	Product placement has a significant impact on consumer purchase intention.
2.	Product placement has a significant impact on consumer brand identity.
3.	Celebrity endorsements have a significant impact on consumer purchase intention.
4.	Celebrity endorsements has a significant impact on consumer brand identity.
5.	Korean Philia has no moderating effect on any relationship among each variable.
Management implications: this study found that the involvement degree of Korean Philia will not have any moderating effect on consumers’ purchasing cosmetics or brand identity, representing the product placement and celebrity endorsements influence more beyond Korean Philia , it is recommended that the cosmetics company should focus on product placement and celebrity endorsements to develop new markets, while Korean Philia might just be a temporary fad. Consumers still have their rational judgment to purchase the cosmetics products.

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	1
   第二節　研究問題與目的	9
   第三節　研究流程	10
第二章　文獻研究	12
   第一節　台灣化妝品產業與產品市場之沿革	12
   第二節　韓系產品與化妝品的崛起及國族文化的認同(來源國效應)	17
   第三節　化妝品市場中置入性行銷與其結果	29
   第四節　化妝品市場中名人代言背書與其結果	37
   第五節　化妝品市場中顧客之品牌認同與購買意願	40
   第六節　各變項間關係之相關文獻	42
第三章　研究方法	45
   第一節　研究架構	45
   第二節  研究假設	46
   第三節  研究對象與設計	47
   第四節  研究變項的定義與衡量	50
   第五節　研究對象與抽樣	54
   第六節　統計分析	55
第四章　研究結果	57
   第一節　問卷回收與樣本資料分析	57
   第二節　項目分析與信度分析	62
   第三節　研究假設驗證	70
   第四節	不同人口統計變項在各變項之差異分析	85
   第五節　假設驗證結果彙整	95
第五章　結論、討論及建議	96
   第一節　研究結論與討論	96
   第二節　管理意涵	103
   第三節　研究限制與未來研究之建議	104
參考文獻	106
中文文獻	106
英文文獻	115
附錄一-問卷	130
表目錄
表1　來源國形象定義	24
表2  月暈效果與彙總效果表	28
表3 本研究實驗設計	47
表4　哈韓涉入程度之題項	51
表5　購買意願之題項	52
表6　品牌認同之題項	52
表7　各構面之 CRONBACH’S Α 值	57
表8　各情境之次數分配表	58
表9　各情境交叉分析表	59
表10　基本資料之次數分配表	60
表11　各構面之項目分析表	62
表12　各構面之 CRONBACH’S Α 值	65
表13　各構面之 KMO值與 BARTLETT 球形檢定	66
表14　哈韓涉入程度之因素分析與信度分析	67
表15　購買意願之因素分析與信度分析	69
表16　品牌認同之因素分析與信度分析	69
表17　各變項之分析	71
表18　置入性行銷對購買意願之迴歸分析	72
表19　置入性行銷對品牌認同之迴歸分析	72
表20　名人代言對購買意願之迴歸分析	73
表21　名人代言對品牌認同之迴歸分析	74
表22　哈韓涉入程度在置入性行銷對購買意願之階層迴歸	75
表23　哈韓涉入程度在置入性行銷對品牌認同之階層迴歸	77
表24　哈韓涉入程度在代言人對購買意願之階層迴歸	79
表25　哈韓涉入程度在代言人對品牌認同之階層迴歸	80
表26　哈韓涉入程度在不同情境下對購買意願之階層迴歸	82
表27　哈韓涉入程度在不同情境下對品牌認同之階層迴歸	84
表28　性別對於各構面之差異分析	85
表29　年齡在各變項之差異分析	87
表30　每月所得在各變項之差異分析	89
表31　教育程度在各變項之差異分析	91
表32　職業在各變項之差異分析	92
表33　假設驗證結果彙整表	95
圖目錄
圖1　IT IS(2014)台灣化妝品進出口值分析圖表	3
圖2　IT IS(2014) 台灣化妝品進口值-依韓國統計	5
圖3　全智賢代言化妝品之網路照片(2014)	6
圖4　蘭芝官網照片 (2014)	8
圖5　研究流程架構圖	10
圖6　IT IS(2014) 韓劇進出口值分析表	18
圖7　歷年台灣民眾出國目的地人數統計	22
圖8　月暈效果模式	26
圖9　本研究架構圖	45
圖10　置入性行銷+名人代言之照片	48
圖11　無置入性行銷+名人代言之照片	48
圖12　置入性行銷+素人代言之照片	49
圖13　無置入性行銷+素人代言之照片	49

中文文獻
網路部份:
中國大陸化妝品格局重構進行時。取自http://www.taiwantrade.com.tw/CH/bizsearchdetail/368886/I?keyword0=%E4%B8%AD%E5%9C%8B%E5%A4%A7%E9%99%B8%E5%8C%96%E5%A6%9D%E5%93%81%E6%A0%BC%E5%B1%80%E9%87%8D%E6%A7%8B%E9%80%B2%E8%A1%8C%E6%99%82&path=fulltext 
化妝品產值今年拼新高。 取自 http://www.appledaily.com.tw/appledaily/article/finance/20151027/36864142/ 
從韓劇看韓國以文化立國 。 取自http://www.ecf.com.tw/newMag-page.php?a_id=1858 
爱茉莉太平洋引领全球氣墊風潮 累計售出將逾5000萬件氣墊類產品取自 http://finance.sina.com.cn/stock/usstock/mtszx/20150121/150921353671.shtml 
韓流續發威！ 年產值達3千億台幣。 取自http://www.ntdtv.com.tw/b5/20150725/video/153113.html?%E9%9F%93%E6%B5%81%E7%BA%8C%E7%99%BC%E5%A8%81%EF%BC%81%20%E5%B9%B4%E7%94%A2%E5%80%BC%E9%81%943%E5%8D%83%E5%84%84%E5%8F%B0%E5%B9%A3 
韓系進口化妝品 去年大增四成。取自
http://udn.com/news/story/6/732682-%E9%9F%93%E7%B3%BB%E9%80%B2%E5%8F%A3%E5%8C%96%E5%A6%9D%E5%93%81-%E5%8E%BB%E5%B9%B4%E5%A4%A7%E5%A2%9E%E5%9B%9B%E6%88%90
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