依數據顯示出全球化妝產業的蓬勃發展，而國內化妝保養品市場相當龐大，成長率也很驚人，化妝與保養緊密地融入生活中，此外品牌形象也屬於一項重要議題。觀察到在台灣經營多年的化妝品牌資生堂(SHISEIDO)，是從日本發跡的企業，在日本化妝品產業當中居於領導地位，且在極繁榮的地區；東京銀座、涉谷等地段設立品牌旗艦總店，將形象提升到更高的層次，吸引了眾多消費者前往。近年網路購物十分風行，但實體店面還是一直存在於市場，目前討論化妝品或品牌方面等文獻頗多，但針對化妝品品牌成立旗艦店的文獻卻相對地少，故本研究選擇資生堂(SHISEIDO)為研究對象，探討其設立之旗艦店之經營內容，並採用Keller於1993年提出的品牌形象架構觀念為基礎，加上過去的相關文獻，探討化妝品旗艦店經營之品牌形象與購買意願的關係。 本研究針對一般消費者發放問卷，總共回收有效問卷229份，並採用線性結構模式以驗證各潛在變數之間的因果關係。並檢定出研究假說是否成立。此外藉由學術研究之發展，給予化妝品品牌提出管理經營建議。 As global Cosmetic and Toiletries industry rising and flourishing, and the domestic Cosmetic and Toiletries market is quite large, also, the growth rate of domestic Cosmetic and Toiletries is startling. Cosmetic has already been a part of life, besides, the brand image is also a popular and important issue. I noticed that SHISEIDO which founded from japan is the leader of japan cosmetic industry. SHISEIDO established the flagship story on bustling area like Tokyo, Ginza and Shibuya, it improves the image and attracts many consumers. Shopping at internet is much popular recently, but, the store and the outlet still exist. Paper and thesis which discussed cosmetic and brand image have already a lot, while which study flagship story of cosmetic is relatively few. The objectives of this research are analyze subjects of SHISEIDO flagship story in japan and focuses on investigate the willingness of consumers to purchase cosmetics, and explores whether the brand image of subjects of SHISEIDO flagship story brings any influence on their buying intention. The research adopts Keller’s (1993) concept of brand and other experts’ opinion to build framework.Valid samples responded is 229, the research uses linear structure model to verify the causal relationships among the latent variables and prove the hypothesis.Further, the research gives cosmetic business some suggestions of operation.
