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| Title: | 從眾行為與化妝品購買意願之研究
Conformity and Purchase Intention for Cosmetics |
| Authors: | 陳韻安
Chen, Yun An |
| Contributors: | 陳建維
鄭鴻章
陳韻安
Chen, Yun An |
| Keywords: | 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 |
| Date: | 2014 |
| Issue Date: | 2015-07-01 14:42:05 (UTC+8) |
| Abstract: | 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. 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. |
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| Description: | 碩士
國立政治大學
國際經營與貿易研究所
101351009
103 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0101351009 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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