近年來即使市場景氣不穩定,全球化妝品市場依然持續維持穩定成長,尤其
尤其整個亞洲市場更是展現強勁成長動能,不僅已開發國家的需求不減,開發中
國家對化妝品的需求更是逐年成長,加上網路的逐漸普及,消費者接收資訊、購
買產品的管道不再侷限,品牌與消費者互動、溝通的方式也愈發多元,網路同時
也促使消費者意識的抬頭,而在這樣的趨勢中品牌要如何了解消費者,吸引其購
買自身產品,甚至是創造話題,引領美妝市場潮流,都是品牌未來要下功夫的重
要課題。
本研究以了解化妝品市場中的「彩妝品」消費者為研究重心,設定舉凡是對彩妝品具購買意願者,皆為研究範圍。研究模式以知覺價值對消費者購買意願的影響作為主軸,研究消費者對產品的預期心理是否會影響其購買意願,此外,再加入產品涉入及曝光效應作為干擾效果,分別探討在單一干擾變數作用,以及同時放入兩個變數進行雙重干擾作用時,消費者知覺價值對其彩妝品購買意願的影響,藉此了解消費者對產品的了解程度,以及彩妝品廣告的曝光頻率是否會干擾消費者本身 對產品的預期,進而增強或減弱其購買意願。
本研究以網路問卷調查方式進行樣本資料搜集,於社群平台和美妝相關論壇進行發放,總共回收 1347 份有效問卷,經過迴歸分析後發現,彩妝品消費者的知覺價值對購買意願具顯著影響,消費者之產品涉入程度與產品廣告的曝光效應亦在不同情況下,對知覺價值與購買意願有不同程度的干擾效果。故根據本研究之實證結果,建議彩妝品品牌廠商可先了解品牌客群的產品涉入程度,再依據不同屬性的消費者提供其所需要的產品資訊,規劃更精準之行銷策略,並投放能真正吸引該族群消費者目光之廣告,如此,才能有效提升消費者對品牌產品的購買意願,且讓品牌本身與產品的良好形象長存於消費者心中。

The worldwide cosmetic market grows up continueously and stably in recnet years, especially in the asian market, it shows both strong growth and high potential. The demand of cosmetics not only grows in the developed countries but also the developing countries. With the advance of Internet, the consumers have more ways of searching information and shopping. The brands also can communicate with their customers in many different ways. The Intenet even promoted the rise of consumer awareness at the same time. So, what can brands do to realize the consumers, create and lead the trends and then attract people to buy their products? It may be an important issue for all of the cosmetic companies.
In this research, we focus on the consumers in the cosmetic market. Everyone who wants to buy cosmetics would be the target that we want to discuss. The research base on the influence of perceived value on purchase intention. Then we put product involvement and mere exposure effect as moderators in order to discuss the interference effect. Through the understanding of the influence between consumer perceived value and purchase intention, the interference effect of product involvemet and mere exposure effect, and the interaction between perceived value, product involvement and mere exposure effet, we can realize how much do consumers know about cosmetics. And also, we can realize whether the frequency of product advertisements expose would affect the expectation of products from consumers and whether those influences would rise their purchase intention.
This research used questionnaire suvey to collect data and finally received 1347 samples through the Internet. All the hypotheses were tested by regression analysis. The result showed that there is a significant influence between perceived value and purchase intention. The product involvemet and mere exposure effect caused different interference effect on perceived value and purchase intention. According to the result, the cosmetic brands should realize their customers first and provide different product information to different consumers. The brands should also plan different marketing strategy and ads to different kinds of consumers so that they could rise their pruchase intention effectively.

論文審定書..................................................................................................................... i
誌 謝............................................................................................................................... ii
摘 要............................................................................................................................... iii Abstract.......................................................................................................................... iv
目錄................................................................................................................................ v
圖次.................................................................................................................................vi
表次................................................................................................................................ vii
第一章 緒論.....................................................................................................................1
第一節 研究背景與動機...................................................................................................1
第二節 研究目的..............................................................................................................3
第三節 研究流程..............................................................................................................4
第二章 文獻探討..............................................................................................................6
第一節 知覺價值..............................................................................................................6
第二節 產品涉入..............................................................................................................8
第三節 曝光效應..............................................................................................................11
第四節 購買意願..............................................................................................................14
第三章 研究設計..............................................................................................................18
第一節 研究結構..............................................................................................................18
第二節 研究模式..............................................................................................................18
第三節 研究方法..............................................................................................................21
第四章 實證分析..............................................................................................................27
第一節 樣本資料敘述與分析............................................................................................27
第二節 知覺價值對購買意願影響分析..............................................................................35
第三節 產品涉入與曝光效應之干擾效果分析...................................................................37
第四節 產品涉入及曝光效應之雙重干擾效果分析............................................................41
第五章 結論與建議..........................................................................................................44
第一節 研究結論..............................................................................................................45
第二節 研究建議..............................................................................................................47
第三節 管理意涵..............................................................................................................51
參考文獻......................................................................................................................... 55
附錄 正式問卷................................................................................................................. 59

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