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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 梁朝雲 | zh_TW |
dc.contributor.advisor | Chaoyun Liang | en |
dc.contributor.author | 吳怡萱 | zh_TW |
dc.contributor.author | I-Hsuan Wu | en |
dc.date.accessioned | 2024-07-01T16:13:01Z | - |
dc.date.available | 2024-07-02 | - |
dc.date.copyright | 2024-07-01 | - |
dc.date.issued | 2024 | - |
dc.date.submitted | 2024-06-10 | - |
dc.identifier.citation | 中文參考文獻
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/92810 | - |
dc.description.abstract | 臺灣植萃保養品為企業積極投入、政府重點扶植的產業之一。本研究係以臺灣植萃保養品為標的,為建構與顧客忠誠度有關之消費行為學理架構,細究消費者的過去經驗、涉入度、知覺價值、顧客忠誠度等四個變項(及其內含的不同因素)之間的關聯性,以及顧客忠誠度因人口特徵不同產生差異。研究者藉由網路調查,獲取920份有效樣本進行統計分析。本研究總結:
一、因素結構:臺灣植萃保養品消費者的過去經驗,由單一因素組成;涉入度可分為產品涉入度、訊息涉入度、情境涉入度三類;知覺價值分成功能價值、情感價值、社會價值;顧客忠誠度則由購買意願、樂收資訊、溢價消費組成。 二、各因素間之關係:臺灣植萃保養品消費者的知覺價值(功能價值、情感價值、社會價值)會提高顧客忠誠度(購買意願、樂收資訊、溢價消費);過去經驗和訊息涉入度都不會影響顧客忠誠度;產品涉入度會產生降低顧客忠誠度的直接效果,但透過知覺價值,則可顯著地增進顧客忠誠度;情境涉入度也會透過知覺價值,顯著地增進顧客忠誠度; 三、能強化購買意願的因素依序是情感價值、功能價值、產品涉入度、社會價值、情境涉入度;能促進樂收資訊的因素依序為功能價值、產品涉入度、情境涉入度、情感價值、社會價值;而能提升溢價消費的因素則依序是功能價值、產品涉入度、情感價值、情境涉入度、社會價值。 四、人口特徵與顧客忠誠度之差異分析:男性會比女性消費者更願意溢價購買臺灣植萃保養品;具有碩博士學歷者,相對更願意接收臺灣植萃保養品的產品資訊,也更願意購買該類產品。 本研究結果彌補了消費行為相關理論的不足,可做為未來臺灣植萃保養品消費市場研究的基礎,亦可供產、官、學等利害關係人做為營運策略之參考依據。 | zh_TW |
dc.description.abstract | In Taiwan, production and sales of skincare products based on plant extracts constitute a key industry invested by corporates and supported by governments in Taiwan. This study targeted plant extract–based skincare products in Taiwan and explored the relationships between four variables and the different factors associated with them; the four factors were consumers’ prior experience, involvement, perceived value, and loyalty. In addition, differences in consumer loyalty attributed to demographic characteristics were examined. An online survey was performed to obtain 920 valid samples for statistical analysis, which yielded the following results:
1.Factor structure: Consumers’ prior experience on plant extract–based skincare products manufactured in Taiwan comprised a single factor. Involvement was divided into product involvement, message involvement, and situational involvement. Perceived value was divided into functional value, emotional value, and social value. Consumer loyalty consisted of purchase intention, willingness to receive information, and paying price premium. 2.Relationships between the factors: Consumers’ perceived value (product involvement, message involvement, and situational involvement) increased their loyalty (purchase intention, willingness to receive information, and paying price premiums). Neither prior experience nor information involvement affected consumer loyalty. Product involvement exerted a direct negative effect on consumer loyalty; however, through perceived value, this factor significantly enhanced consumer loyalty. In descending order of influence, factors strengthening purchase intention were emotional value, functional value, product involvement, social value, and situational involvement; factors promoting willingness to receive information were functional value, product involvement, situational involvement, emotional value, and social value; and factors prompting consumers to pay price premiums were functional value, product involvement, emotional value, situational involvement, and social value. 3.Analysis of differences in consumer loyalty attributed to demographic characteristics revealed that compared to women, men were more willing to pay price premiums for plant extract–based skincare products manufactured in Taiwan. Individuals with a master’s or doctorate degree were more willing to receive information on plant extract–based skincare products manufactured in Taiwan and purchase such products compared to those without such degrees. The results of this study may serve as a foundation for future research on consumer market in plant extract–based skincare products manufactured in Taiwan. Moreover, they may serve as references for stakeholders, including the commercial, governmental, and academic sectors, to formulated operational strategies. | en |
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dc.description.provenance | Made available in DSpace on 2024-07-01T16:13:01Z (GMT). No. of bitstreams: 0 | en |
dc.description.tableofcontents | 口試委員會審定書……………………………………………………………………………………………………………i
謝辭…………………………………………………………………………………………………………………………………………ii 中文摘要……………………………………………………………………………………………………………………………iii 英文摘要………………………………………………………………………………………………………………………………iv 目次…………………………………………………………………………………………………………………………………………vi 圖次……………………………………………………………………………………………………………………………………viii 表次…………………………………………………………………………………………………………………………………………ix 第一章 緒論………………………………………………………………………………………………………………………1 第一節 研究背景…………………………………………………………………………………………………………………1 第二節 研究動機…………………………………………………………………………………………………………………5 第三節 研究流程………………………………………………………………………………………………………………11 第四節 研究目的………………………………………………………………………………………………………………14 第五節 名詞解釋………………………………………………………………………………………………………………16 第二章 文獻探討……………………………………………………………………………………………………………18 第一節 臺灣植萃保養品的市場趨勢………………………………………………………………………18 第二節 知覺價值與顧客忠誠度…………………………………………………………………………………33 第三節 知覺價值與顧客忠誠度之影響因素………………………………………………………43 第四節 過去經驗與涉入度……………………………………………………………………………………………46 第五節 過去經驗對知覺價值、顧客忠誠度之影響…………………………………………53 第六節 涉入度對知覺價值、顧客忠誠度之影響………………………………………………59 第七節 人口特徵對顧客忠誠度之差異……………………………………………………………………65 第三章 研究方法………………………………………………………………………………………………………………73 第一節 研究架構與問題…………………………………………………………………………………………………74 第二節 研究對象…………………………………………………………………………………………………………………76 第三節 研究工具…………………………………………………………………………………………………………………78 第四節 調查過程…………………………………………………………………………………………………………………86 第五節 分析方法…………………………………………………………………………………………………………………87 第四章 研究結果………………………………………………………………………………………………………………95 第一節 預試調查…………………………………………………………………………………………………………………95 第二節 正式施測………………………………………………………………………………………………………………118 第五章 討論………………………………………………………………………………………………………………………146 第一節 顧客忠誠度與其影響因子之組成因素與內涵……………………………………146 第二節 顧客忠誠度與其影響因素之關係……………………………………………………………150 第三節 人口特徵對顧客忠誠度之影響…………………………………………………………………155 第六章 結論與建議………………………………………………………………………………………………………158 第一節 研究結論………………………………………………………………………………………………………………158 第二節 研究貢獻………………………………………………………………………………………………………………160 第三節 實務建議………………………………………………………………………………………………………………161 第四節 研究限制………………………………………………………………………………………………………………164 第五節 未來研究………………………………………………………………………………………………………………165 中文參考文獻………………………………………………………………………………………………………………………166 英文參考文獻………………………………………………………………………………………………………………………170 附錄一:預試問卷………………………………………………………………………………………………………………220 附錄二:正式問卷………………………………………………………………………………………………………………225 圖次 圖1 研究流程圖……………………………………………………………………………………………………………………13 圖2 消費者重視植物萃取成分之因素………………………………………………………………………25 圖3 消費者有意願嘗試之植物萃取成分…………………………………………………………………31 圖4 影響消費者購買臺灣植物萃取成分保養品之意願……………………………………32 圖5 結構模型研究架構………………………………………………………………………………………………………75 圖6 顧客忠誠度之結構方程模型…………………………………………………………………………………137 表次 表1 化粧品範圍及種類表…………………………………………………………………………………………………19 表2 顧客忠誠度組成因素彙整表……………………………………………………………………………………35 表3 知覺價值組成因素彙整表…………………………………………………………………………………………38 表4 知覺價值與顧客忠誠度變項關係彙整表……………………………………………………………41 表5 過去經驗量表……………………………………………………………………………………………………………………78 表6 涉入度量表…………………………………………………………………………………………………………………………79 表7 知覺價值量表……………………………………………………………………………………………………………………81 表8 顧客忠誠度量表………………………………………………………………………………………………………………83 表9 人口特徵題項……………………………………………………………………………………………………………………84 表10 人口變項敘述統計結果(預試調查)…………………………………………………………………96 表11 項目分析統計結果(預試調查)……………………………………………………………………………98 表12 過去經驗之初步因素分析、α值與累積解釋變異量(預試調查)………103 表13 過去經驗之續行因素分析、α值與累積解釋變異量(預試調查)………104 表14 涉入度之初步因素分析、α值與累積解釋變異量(預試調查)……………106 表15 涉入度之續行因素分析、α值與累積解釋變異量(預試調查)……………109 表16 知覺價值之初步因素分析、α值與累積解釋變異量(預試調查)………111 表17 知覺價值之續行因素分析、α值與累積解釋變異量(預試調查)………113 表18 顧客忠誠度之初步因素分析、α值與累積解釋變異量(預試調查)…115 表19 顧客忠誠度之續行因素分析、α值與累積解釋變異量(預試調查)…117 表20 人口變項敘述統計結果(正式施測)…………………………………………………………………118 表21 項目分析統計結果(正式施測)……………………………………………………………………………120 表22 過去經驗之因素分析、α值與累積解釋變異量(正式施測)…………………123 表23 涉入度之因素分析、α值與累積解釋變異量(正式施測)………………………124 表24 知覺價值之因素分析、α值與累積解釋變異量(正式施測)…………………126 表25 顧客忠誠度之因素分析、α值與累積解釋變異量(正式施測)……………128 表26 題項與變項間之標準化係數與誤差變異……………………………………………………………130 表27 CFA分析結果………………………………………………………………………………………………………………………132 表28 HTMT分析結果……………………………………………………………………………………………………………………135 表29 知覺價值為中介之直接與間接效果………………………………………………………………………141 表30 性別之獨立樣本t檢定…………………………………………………………………………………………………143 表31 教育程度之獨立樣本ANOVA檢定……………………………………………………………………………144 表32 膚質之獨立樣本ANOVA檢定………………………………………………………………………………………145 | - |
dc.language.iso | zh_TW | - |
dc.title | 臺灣植萃保養品的消費行為研究 | zh_TW |
dc.title | Consumer Behavior of Skincare Cosmetics of Taiwanese Plant Extracts | en |
dc.type | Thesis | - |
dc.date.schoolyear | 112-2 | - |
dc.description.degree | 博士 | - |
dc.contributor.oralexamcommittee | 顏建賢;王志文;葉正賢;陳炤堅;鍾成沛 | zh_TW |
dc.contributor.oralexamcommittee | Chien-Hsien Yen;Chih-Wen Wang;Ip Ching Yin;Chao-Chien Chen;Cheng-Pei Chung | en |
dc.subject.keyword | 知覺價值,涉入度,過去經驗,臺灣植萃保養品,顧客忠誠度, | zh_TW |
dc.subject.keyword | perceived value,involvement,prior experience,plant extract–based skincare products manufactured in Taiwan,consumer loyalty, | en |
dc.relation.page | 228 | - |
dc.identifier.doi | 10.6342/NTU202401118 | - |
dc.rights.note | 同意授權(限校園內公開) | - |
dc.date.accepted | 2024-06-11 | - |
dc.contributor.author-college | 生物資源暨農學院 | - |
dc.contributor.author-dept | 生物產業傳播暨發展學系 | - |
顯示於系所單位: | 生物產業傳播暨發展學系 |
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