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研究生： 蔡心愉
Shin-Yu Tsai
論文名稱： 體驗框架分析Z世代品牌忠誠度 — 以美妝產業為例
The analysis of Experience Framework on the Brand Loyalty of Generation Z : A Case Study of Beauty Industry
指導教授： 唐玄輝
Hsien-Hui Tang
口試委員: 唐玄輝
Hsien-Hui Tang
陳書儀
Shu-Yi Chen
陳文誌
Wen-zhi Chen
學位類別： 碩士
Master
系所名稱： 設計學院 - 設計系
Department of Design
論文出版年： 2023
畢業學年度： 112
語文別： 中文
論文頁數： 97
中文關鍵詞： 品牌忠誠度 、體驗設計 、Z世代 、美妝產業 、體驗框架
外文關鍵詞： Brand Loyalty, Experience Design, Generation Z, Beauty Industry, Experience Framework
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  •  上一筆

    • 在體驗經濟的洪流下，人們對於服務的追求越趨精緻化，渴望客製且獨一無二的體驗。在市場革新中，族群的更迭持續推動著變化，新興的Z世代成為未來的消費主力。他們具有敢於表達、崇尚娛樂、與追求真實的特性，尤其關注「美」的各種面向。因此，時尚成為他們的生活重心之一，更在美妝市場中反映其需求。如今品牌競爭激烈，加上電商、社群、短影音串流等趨勢，Z世代在眾多的資源與選擇中展現出逐漸降低的品牌忠誠度。綜合經濟與族群的變遷，品牌應重新審視消費者需求與自身資源，積極尋找競爭差異化的關鍵。
    本研究目的為探討Z世代的美妝體驗與品牌忠誠度之關係。為達研究目的，首先執行脈絡探索，透過初步訪談和場域觀察掌握Z世代的化妝行為與消費概況。輔以相關的文獻，融合需求價值理論、全面體驗模型、和忠誠度測量法等各方影響變數，建立「需求－體驗－忠誠度」的體驗框架。基於此框架，本研究設計量化問卷以招募並篩選受訪者，後續透過深度訪談法，挖掘Z世代的美妝消費體驗細節與品牌忠誠態度。最後採用主題分析法，將蒐集之訪談內容編碼至對應的研究架中，並探究各部分的串連關係，提出完善的新世代美妝品牌體驗洞見。
    研究結果首先歸納出具體的Z世代美妝需求，帶出自信提升、社交門面、和形象塑造三者細微的差異，提供品牌以更真實的視角分析客群。接著透過體驗維度洞悉體驗側重點，發現Z世代美妝消費者以產品為體驗核心，溝通為決策指引，而服務和環境則融合為一體以共同輔助產品與溝通的體驗。最後應證了Z世代低程度的品牌忠誠，取而代之的是美妝品牌旗下的熱門品類，其品類忠誠度受需求和體驗牽動，形成三者的動態串接。本文之體驗框架不僅在學術上有所貢獻，更輔以新世代消費主力和美妝產業的應用，為實務界提供適應未來發展的全局體驗觀點。

    In the experience economy, people's pursuit of services is becoming increasingly refined, desiring customized and unique experiences. Alongside these economic shifts, changes in consumer demographics are shaping commercial development. Generation Z, the emerging dominant consumer force, particularly focuses on various aspects of "beauty." Consequently, fashion becomes one of their central life interests, reflecting their demands in the beauty and cosmetics market. In today's fiercely competitive brand landscape, coupled with trends such as e-commerce, social media, and short-form video streaming, Generation Z exhibits a gradual decrease in brand loyalty amidst numerous resources and choices. Considering the intersection of economic and demographic changes, brands must reassess consumer needs and their own resources, actively seeking key differentiators in the competitive landscape.
    The purpose of this research is to explore the relationship between Generation Z's beauty experiences and brand loyalty. To achieve this goal, contextual exploration is initiated through preliminary interviews and field observations to understand the makeup and consumption behaviors of Generation Z. Supported by relevant literature, integrating demand-value theory, the comprehensive experience model, and loyalty measurement methods, a "Demand-Experience-Loyalty" framework is established. Based on this framework, the research designs a quantitative survey to recruit and select participants, followed by in-depth interviews to explore the details of Generation Z's beauty experiences and brand loyalty. Finally, utilizing thematic analysis, interview content is coded into the corresponding research framework to present comprehensive insights into the beauty experience of the new generation.
    The research results first summarize specific beauty demands of Generation Z, highlighting subtle differences in confidence enhancement, social presentation, and image shaping, providing brands with a more authentic perspective for analyzing their customer base. Subsequently, through the experiential dimensions, the study identifies key experience points, revealing that Generation Z beauty consumers prioritize the product as the core of the experience, with communication as the decision-making guide, while service and environment merge to support both product and communication experiences. Finally, the study confirms the low level of brand loyalty among Generation Z, replaced by category loyalty within popular product types under beauty brands, influenced by demand and experience, forming a dynamic interconnection among the three elements. The experiential framework presented in this paper not only contributes to academia but also provides a practical, forward-looking experiential perspective for adapting to future developments in the new generation consumer base and the beauty industry.

    摘要 i Abstract ii 致謝 iii 目 錄 iv 第一章　緒論 1 1.1　研究背景與動機 1 1.2　研究問題 2 1.3　研究目的與目標 2 1.4　研究範圍與限制 3 1.5　研究架構 3 第二章　文獻探討 5 2.1　美妝產業 5 2.1.1　美妝產品的定義 5 2.1.2　美妝產業現況發展 6 2.2　體驗經濟 7 2.2.1　經濟時代的演變 7 2.2.2　體驗思維與體驗框架 8 2.3　Z世代 11 2.3.1　Z世代的特質、行為、與影響力 11 2.3.2　Z世代與美妝的關係 12 2.4　消費者決策過程 14 2.4.1　消費者決策過程的各種模式 14 2.4.2　消費者決策過程的演進 16 2.5　品牌忠誠度 17 2.5.1　品牌忠誠度的定義 17 2.5.2　Z世代的品牌忠誠度 19 2.5.3　美妝產業中的品牌忠誠度 20 第三章　研究方法 21 3.1　研究方法的選擇 21 3.2　研究流程與方法 21 3.2.1　脈絡探索 22 3.2.2　框架建立 24 3.2.3　受訪者篩選 25 3.2.3.1　研究對象 25 3.2.3.2　問卷設計 27 3.2.4　半結構式訪談法 29 3.2.5　訪談資料整理方法 30 3.3　小結 31 第四章　研究發現 32 4.1　美妝體驗的需求價值展現 32 4.1.1　美妝需求價值之自信提升 32 4.1.2　美妝需求價值之社交門面 33 4.1.3　美妝需求價值之形象塑造 35 4.1.4 　需求價值小結 36 4.2　Z世代之美妝品牌忠誠度 36 4.2.1　Z世代整體忠誠度 36 4.2.2　美妝品牌忠誠度 37 4.2.3　依附於產品的忠誠度 38 4.2.4　其他體驗維度與忠誠度關係 39 4.2.5　忠誠度小結 41 4.3　美妝購物之體驗側重差異 41 4.3.1　首要影響維度——產品維度 42 4.3.1.1　基礎底妝類型產品 42 4.3.1.2　玩色彩妝類型產品 43 4.3.1.3　修飾眉睫類型產品 44 4.3.1.4　產品維度小結 45 4.3.2　首要影響維度——溝通維度 45 4.3.2.1　實體溝通維度 46 4.3.2.2　虛擬溝通維度 47 4.3.2.3　虛擬溝通之認識新品牌 48 4.3.2.4　虛擬溝通之廣泛比較產品 49 4.3.2.5　溝通維度小結 51 4.3.3　次要影響維度——環境維度 52 4.3.3.1　台灣美妝通路特性 52 4.3.3.2　環境維度之商品取得性 53 4.3.3.3　環境維度之試用與卸妝 54 4.3.3.4　環境維度之空間氛圍 56 4.3.3.4　環境維度小結 58 4.3.4　次要影響維度——服務維度 58 4.3.4.1　服務需求之專業度期待 58 4.3.4.2　服務需求之言語和態度 59 4.3.4.3　服務需求之品類差異 60 4.3.4.4　服務維度小結 61 4.3.5　體驗維度小結 61 第五章　討論 62 5.1 　串連消費者與品牌端之美妝體驗洞見 62 5.1.1　認知與打動階段的溝通體驗與細節 63 5.1.1.1　高溝通需求：體驗與功能融合的需求價值 63 5.1.1.2　低溝通需求：家人與朋友主導的品牌決策 63 5.1.2　詢問階段的變動與多體驗融合 64 5.1.2.1　多體驗維度融合之環境維度的試用行為 65 5.1.2.2　多體驗維度融合之溝通與服務的需求差異 66 5.1.2.3　小結 66 5.1.3　倡導的迴圈與虛實體驗共榮 67 5.2 　體驗研究框架與其他企業分析工具之比較 68 5.3 　體驗研究框架之未來演進 70 第六章　結論 73 6.1　研究結論 73 6.2　學術貢獻 73 6.3　實務貢獻 74 6.4　未來研究方向與建議 75 第七章　參考文獻 76 第八章　附件 86

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