產品的行銷是廠商把品牌與消費者相連結的必要方法，好的行銷模式會提昇消費者的品牌認同進而產生購買意圖的可能。本研究目的是在探討在線上藥妝的背景下，自我一致性與品牌認同與線上購物意圖的關係，此外，亦對廠商在提昇產品之品牌認同的趨動下，進行的行銷策略與產品本身之顯眼性之差異進行干擾程度之驗證
本研究採用2*2的實驗設計之兩階段問卷調查，首先，採用前測所選出之兩種不同產品顯眼性的開放性藥妝品牌：L'OREAL PARIS與EXCEL為研究的品牌對象。從這二種品牌中，選擇二種產品具有以同樣網紅來進行影音行銷推廣的影片以及文字陳述該產品之功能與產品的特色為實驗素材。以自我一致性和品牌認同為自變數，產品顯眼性的差異與不同的行銷模式為干擾變數，蒐集到246份有效問卷作研究模型與假說的檢定自變數對購買意圖之影響性。
研究發現：(1).自我一致性與品牌認同度具有顯著的正向的影響力、自我一致性、品牌認同度與購買意圖皆具有正向的關係。(2). 行銷模式對品牌認同度與購買意圖、自我一致性對購買意圖之正向關係有干擾效果。(3). 產品顯眼性對品牌認同度與購買意圖、自我一致性對購買意圖之正向關係均不具有干擾效果。

Product marketing is an essential way to connect brand and the consumer. Better marketing model would increase the probability of the brand identification to the purchase intention. The main purpose of this research is focus on the cosmeceutical industry, to explore the effect of self-congruence and brand identification on purchase intention. Moreover, it also explores the effect of the variable of conspicuousness and different marketing model.

This study used a 2*2 experimental design, adopt two kinds of Open-shelf type Cosmeceutical brand with different conspicuousness by the result of pretest: L'OREAL PARIS and EXCEL are chosen in this study. Media type and text type marketing model of the two product from the two brands are choose to be the experimental materials. This study adopt the self-congruence and brand identification as the independent variables, while marketing model (media / text) and conspicuousness (high/ low) as the moderators, to explore the effect on purchase intention.

The results indicated that (1). Self-congruence has positive effects on brand identification, and self-congruence and brand identification both have positive effects on purchase intention. (2) Marketing model is the moderator both the self-congruence and brand identification on purchase intention. (3). Conspicuousness have not significant to be the moderator between the self-congruence on purchase intention and brand identification on purchase intention

論文審定書 I
論文公開授權書 II
誌謝 III
摘要 IV
ABSTRACT V
圖目錄 VII
表目錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的與架構 4
第三節 研究流程 7
第二章 文獻探討 8
第一節 行銷模式 8
第二節 自我一致性理論 12
第三節 產品顯眼性 14
第四節 消費者品牌認同 16
第五節 消費者購買意圖 18
第三章 研究方法 22
第一節 研究架構與假設 22
第三節 自變數操弄方法 25
第四節 研究變數的衡量方法 32
第五節 研究對象 36
第六節 資料處理與分析 37
第四章 研究結果 38
第一節 正式問卷之發放與回收 38
第二節 基本資料說明 39
第三節 問卷信效度分析 43
第三節 相關分析 47
第四節 模型及假說驗證 48
第四節 行銷模式與品牌顯眼性之干擾效果分析 52
第五章 結論與建議 58
第一節 研究結果與討論 58
第二節 管理意涵 60
第三節 研究限制 61
第四節 後續研究建議 61
參考資料 63
附錄一 前測問卷 69
附錄二 正式問卷 70

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