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姓名 許馨云(Hsin-Yun Hsu)  查詢紙本館藏   畢業系所 企業管理學系
論文名稱 女性消費者對於保養品購前資訊來源 信任程度之研究
(Female consumers' Trust in information from various sources before the consumption of cosmetics )
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摘要(中) 本研究將探討在現代資訊多元化的消費環境中,女性消費者對於購買保養品前,各種相關資訊來源的信任程度,並深入瞭解其是否會影響女性消費者的購買意願,同時試圖研究涉入程度是否會對資訊來源信任與購買意圖之間,產生干擾作用。
本研究以問卷方式進行量化研究分析,採用網路問卷與紙本問卷方式發放,回收樣本共178份,有效樣本共計171份,有效回收率為96.07%。
本研究採用路徑分析進行驗證變數間的因果關係。實證結果顯示,女性消費者對於「親友建議的信任」、「廣告代言人的信任」、「產品製造技術的信任」、「傳統大眾傳媒的信任」以及「產品品牌的信任」,會正向影響其對於保養品的購買意願。此外,涉入程度不同,確實會對資訊來源信任與購買意願間造成干擾。
摘要(英) This research is focsing on how the female consumers will trust the information from various different sources before buying the cosmetic productions in this modern, fast-developed society. We would like to know how it will impact on the purchase intentions especially for female consumers. Simultaneously, we also try to analyze whether the levels of involvement will result in disturbance between the trust in information and the purchase intentions.
This research is developed by quantitative analysis with questionnaire. The questionnaires are distributed by internet and paper. Total 178 samples have been collected back with 171 effective samples. Therefore, the effective rate of recovery is up to 96.07%.
This research takes Path Tool Analysis to verify the relations between variables. The result demonstrates the positive co-relation between consumers’ purchase intentions and variables “the trust in relatives and friends ‘suggestion”, “the trust in advertising spokesmen”, “the trust in manufacture technology of the products”, “the trust in traditional mass medium”, and “the trust in brand name”.
In addition, it shows that the different levels of involvement actually caused the disturbance between the trust of information and the purchase intentions.
關鍵字(中) ★ 資訊搜尋
★ 涉入
★ 信任
★ 購買意願
★ 保養品
關鍵字(英) ★ Information Search
★ Trust
★ Involvement
★ Purchase Intention
★ Cosmetics
論文目次 目錄.....................................................I
表目錄.................................................III
圖目錄..................................................VI
第一章 緒論..............................................1
第一節 研究動機..........................................1
第二節 研究目的..........................................2
第三節 論文結構與研究流程................................3
第二章 文獻探討..........................................5
第一節 資訊搜尋..........................................5
第二節 信任..............................................8
第三節 涉入.............................................14
第三章 研究方法.........................................21
第一節 研究架構.........................................21
第二節 研究假設.........................................23
第三節 研究變數與操作型定義.............................26
第四節 問卷調查與設計...................................31
第五節 資料分析與統計方法...............................38
第四章 實證結果.........................................42
第一節 信度效度分析.....................................42
第二節 有效樣本敘述.....................................44
第三節 研究變數結果描述.................................46
第四節 變異數分析.......................................61
第五節 路徑分析.........................................67
第五章 結論與建議.......................................82
第一節 研究結論.........................................82
第二節 管理意涵與建議...................................88
第三節 研究限制.........................................88
第四節 未來研究建議.....................................88
參考文獻................................................90
附錄....................................................96
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二、中文部份
1.石渼華(民92),「從關係行銷觀點探討醫藥產業中信任之前因與後果-以轉換障礙為干擾變數」,逢甲大學企業管理研究所碩士論文。
2.林建煌(民91),「行銷管理」,再版,智勝出版社。
3.林淑慧(民93),「不同口碑訊息陳述對產品評價之影響-以不同產品屬性為例」,國立台灣科技大學企業管理研究所碩士論文。
4.施存柔(民90),「來源國形象、品牌定位、銷售通路對化妝品消費者態度之影響」,國立政治大學國際貿易學系研究所碩士論文。
5.徐承鍇(民91),「電子商務中信任及互動對使用意願的驗證-以心流為中介變數」,靜宜大學企業管理研究所碩士論文。
6.連征忠(民91),「虛擬社群成員間信任關係之探討」,大葉大學事業經營研究所碩士論文。
7.張俊惠(民88),「消費者對資訊線索來源使用差異之研究-構建式觀點」,國立臺灣大學商學研究所博士論文 。
8.陳順宇(民93),「多變量分析」,三版,華泰書局。
9.劉若蘭(民89), 「訊息訴求、訊息正反性、訊息來源可信度、與消費者認知需求對廣告效果之影響」,國立成功大學企業管理研究所碩士論文。
10.鄭清文(民90),「台灣壽險業顧客滿意度、信任、承諾及其與購買意願間的關聯性研究」,東吳大學企業管理研究所碩士論文。
11.鄭惠珍(民90),「以信任機制觀點論顧客價值和忠誠度影響因素--以人壽保險業為例」,東海大學/企業管理研究所碩士論文。
12.鍾育明(民92),「信任機制對網路交易意圖影響之研究」國立台北大學企業管理研究所博士論文。
13.蘇韻玲(民92),「消費者自信心於購買決策過程之影響-以化妝品消費者為例」東吳大學國際貿易學系研究所碩士論文。
三、網站部份
1.工業技術研究院,官方網站 http://www.itri.org.tw/。
2.經濟部工業局,官方網站 http://www.moeaidb.gov.tw/。
3.經濟部中小企業處,南港生計育成中心資訊網 http://www.nbic.org.tw/。
4.經濟部技術處,產業資訊網 http://www.itis.org.tw/。
5.歐萊雅集團,官方網站 http://www.loreal.com/。
指導教授 張東生(Dong-Shang Chang) 審核日期 2006-7-11
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