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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 堯里昂 | zh_TW |
| dc.contributor.advisor | Leon van Jaarsveldt | en |
| dc.contributor.author | 鐘愛玲 | zh_TW |
| dc.contributor.author | VIOLETTA | en |
| dc.date.accessioned | 2026-01-14T16:07:02Z | - |
| dc.date.available | 2026-01-15 | - |
| dc.date.copyright | 2026-01-14 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2026-01-02 | - |
| dc.identifier.citation | Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/101305 | - |
| dc.description.abstract | 印尼保養品市場的快速成長主要由 Z 世代消費者所驅動，該族群高度依賴數位媒體，且容易受到社會影響。然而，過去研究較少運用行為理論來解釋 Z 世代的保養品購買意圖。本研究以計畫行為理論（Theory of Planned Behavior）為基礎，探討印尼 Z 世代消費者保養品購買意圖的影響因素。
本研究採用量化研究方法，透過線上問卷蒐集 146 份印尼 Z 世代受訪者資料，主要來自棉蘭市（Medan）。資料分析採用 Partial Least Squares Structural Equation Modeling（PLS-SEM），並透過 SmartPLS 進行模型估計。研究模型檢驗態度、主觀規範與知覺行為控制對購買意圖的影響，並將教育程度、預算水準與膚質納入控制變數。 研究結果顯示，主觀規範與知覺行為控制對保養品購買意圖具有顯著正向影響，而態度則未呈現顯著效果；各項控制變數亦未達顯著水準。整體而言，研究結果顯示，相較於個人態度或人口統計特徵，社會影響與自我感知能力在形塑印尼 Z 世代消費者保養品購買意圖上扮演更為關鍵的角色。 | zh_TW |
| dc.description.abstract | The rapid growth of Indonesia’s skincare market is largely driven by Generation Z consumers, who are highly digitally engaged and socially influenced. However, limited studies have applied behavioral theory to explain skincare purchase intention among this group. This study examines the determinants of skincare purchase intention among Indonesian Generation Z using the Theory of Planned Behavior (TPB).
A quantitative approach was employed using an online survey of 146 Generation Z respondents in Indonesia, primarily from Medan City. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The model assessed the effects of Attitude, Subjective Norm, and Perceived Behavioral Control on Purchase Intention, with Education Level, Budget Level, and Skin Profile included as control variables. The results indicate that Subjective Norm and Perceived Behavioral Control have significant positive effects on skincare purchase intention, while Attitude does not. The control variables were found to be insignificant. These findings suggest that social influence and perceived ability are more influential than personal attitudes or demographic characteristics in shaping skincare purchase intention among Generation Z consumers in Indonesia. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2026-01-14T16:07:02Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2026-01-14T16:07:02Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | Acknowledgment i
中文摘要 ii Abstract iii Tables of Contents iv List of Tables and Figures vii Introduction 1 1.1 Background 1 1.2 Research Problem 3 1.3 Research Objectives 3 Literature Review 4 2.1 Characteristics of Generation Z Consumers in Indonesia 4 2.2 Consumer Behavior in the Skincare Industry 5 2.2.1 Psychological and Social Factors in Skincare Consumption 5 2.2.2 Digital and Cultural Influences on Skincare Purchasing Behavior 5 2.3 Theory of Planned Behavior (TPB) in Skincare Purchasing Behavior 6 2.4 Application of the Theory of Planned Behavior in the Beauty and Skincare Industry 7 Research Framework 10 3.1 Conceptual Framework and Hypothesis 10 3.2 Hypotheses Development 10 3.2.1 Attitude Toward Purchase Intention 10 3.2.2 Subjective Norm Toward Purchase Intention 11 3.2.3 Perceived Behavioral Control and Purchase Intention 11 3.2.4 Control Variables and Purchase Intention 12 Research Methodology 14 4.1 Research Design 14 4.2 Research Variables and Operational Definitions 14 4.3 Population and Sample 16 4.3.1 Theoretical Population 16 4.3.2 Accessible Population 16 4.3.3 Sampling Technique 17 4.3.4 Sample Size and Data Collection 17 Research Findings 19 5.1 Respondent Profile 19 5.1.1 Respondent Profile 19 5.1.2 Skincare Usage Profile 20 5.2 Descriptive Statistics of Research Variables 22 5.2.1 Attitude Toward Skincare 22 5.2.2 Subjective Norm 22 5.2.3 Perceived Behavioral Control 23 5.2.4 Purchase Intention 24 5.3 Measurement Model 24 5.3.1 Indicator Reliability 24 5.3.2 Validity and Reliability 26 5.3.3 Data Analysis Method 27 5.4 Structural Model 29 5.4.1 Direct Effect Findings 29 5.4.2 Control Variable Effects 30 5.5 Hypothesis Testing Results 30 Discussion 33 6.1 Overview of Findings 33 6.2 Discussion on Hypothesis 33 6.2.1 Attitude and Purchase Intention 33 6.2.2 Subjective Norm and Purchase Intention 35 6.2.3 Perceived Behavioral Control and Purchase Intention 35 6.3 Discussion of Control Variables 35 6.4 Theoritical Implications 36 6.5 Practical Implications 36 Conclusion and Limitations 38 7.1 Conclusion 38 7.2 Limitations 38 References 40 Appendix 43 | - |
| dc.language.iso | en | - |
| dc.subject | Z 世代 | - |
| dc.subject | 保養品購買意圖 | - |
| dc.subject | 計畫行為理論 | - |
| dc.subject | 態度 | - |
| dc.subject | 主觀規範 | - |
| dc.subject | 知覺行為控制 | - |
| dc.subject | 印尼 | - |
| dc.subject | Generation Z | - |
| dc.subject | Skincare Purchase Intention | - |
| dc.subject | Theory of Planned Behavior | - |
| dc.subject | Attitude | - |
| dc.subject | Subjective Norm | - |
| dc.subject | Perceived Behavioral Control | - |
| dc.subject | Indonesia | - |
| dc.title | 印尼 Z 世代對保養品購買意圖之行為分析：以計劃行為理論為基 | zh_TW |
| dc.title | A Behavioral Analysis of Skincare Purchasing Intentions of Generation Z in Indonesia: An Application of the Theory of Planned Behavior | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 114-1 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 簡睿哲;林嘉薇 | zh_TW |
| dc.contributor.oralexamcommittee | Bryan Jean;Chia-Wei Lin | en |
| dc.subject.keyword | Z 世代,保養品購買意圖計畫行為理論態度主觀規範知覺行為控制印尼 | zh_TW |
| dc.subject.keyword | Generation Z,Skincare Purchase IntentionTheory of Planned BehaviorAttitudeSubjective NormPerceived Behavioral ControlIndonesia | en |
| dc.relation.page | 48 | - |
| dc.identifier.doi | 10.6342/NTU202600008 | - |
| dc.rights.note | 同意授權(全球公開) | - |
| dc.date.accepted | 2026-01-05 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 企業管理碩士專班 | - |
| dc.date.embargo-lift | 2026-01-15 | - |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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