Basic Search / Detailed Display

Author: 郭明雁
Ming-Yen Kuo
Thesis Title: 郵購化妝品再購行為之研究
Mail-order cosmetics of re-purchasing behavior study
Advisor: 欒斌
Pin Luarn
Committee: 欒斌
Luarn, Pin
吳宗成
none
葉瑞徽
none
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2009
Graduation Academic Year: 97
Language: 中文
Pages: 68
Keywords (in Chinese): 型錄購物焦點團體法再購行為品牌形象
Keywords (in other languages): Catalog mail-order, Focus group method, Re-purchase behavior, Brand image
Reference times: Clicks: 550Downloads: 0
Share:
School Collection Retrieve National Library Collection Retrieve Error Report
  • 隨著化妝品市場逐年的成長,有許多的化妝品產品與品牌不斷的推出,使得化妝品產業競爭激烈。對於廠商而言,讓客戶持續使用某項化妝品與吸引客戶再回購,對化妝品產業中就顯得非常重要。在化妝品銷售的通路中,型錄購物(郵購)是其中一個重要的銷售管道。然而,台灣在型錄議題上的研究並不多,也少有論文針對郵購客戶的再購行為進行研究。因此,本研究採用焦點團體法,以「新萃妍創意美粧」的客戶為研究對象進行研究。研究的結果發現,品牌形象、公司名字、設計師群、目錄的設計、服務品質、商業促銷活動是影響郵購客戶再購的主要因素。最後,本研究提出了一些實務上的建議,做為業者及往後研究之參考。


    With the growth of the cosmetics market, a wide variety of products and brands has been developing constantly. Because of that, competition within the cosmetics industry has become fierce. As a consequence, for cosmetics companies, it is very important to attract customers to continuously adopt and re-purchase their products. Catalogue mail-order is one of the important channels in cosmetics sales. However, there are few studies on catalogue mail-order issues in Taiwan. Therefore, this research focuses on the re-purchasing behavior of catalogue consumers. The focus group method is adopted in the research. The client of The Club des createurs de beauté(CCB)is the subject of this research. The results of the research reveal that brand image, company name, designer team, catalogue design, service quality and commercial promotion activities are the main factors influencing consumers' re-purchasing behaviors. Lastly, this research provides some practical suggestions that can be taken as reference for cosmetics companies and subsequent research.

    第1章 緒論8 1.1 研究背景8 1.2 研究動機10 1.3 研究目的11 1.4 研究架構與流程12 第2章 相關文獻探討13 2.1 郵購13 2.2 影響顧客再購行為因素相關文獻探討18 2.2.1 品牌18 2.2.2 服務品質24 2.2.3 促銷29 第3章  研究方法35 3.1 焦點團體法35 3.2 研究品牌-新萃妍創意美妝39 3.3 焦點團體訪談的執行40 第4章 資料分析與討論43 4.1 受訪者基本資料分析43 4.2 焦點訪談資料整理43 4.2.1 主要顧客團體:44 4.2.2 流失顧客團體:45 4.3綜觀兩焦點團體整理其相關的SWOT46 4.4焦點訪談資料分析48 4.4.1 品牌形象48 4.4.2 公司名字49 4.4.3 設計師群49 4.4.4 目錄的設計50 4.4.5 商業活動51 4.4.6 服務品質54 4.5小結55 第5章 研究結果與建議56 5.1 研究結果56 5.1.1 顧客對品牌形象的吸引56 5.1.2 顧客對的商業活動偏好57 5.1.3 顧客對服務品質的認定58 5.2 建議60 5.3 研究限制與未來研究方向61 5.3.1 研究限制61 5.3.2 未來研究方向62 參考文獻64

    一、中文部份

    1.王玉玲,2007,化妝品消費價值、市場行家與品牌態度、口碑傳播、關係研究—以大台北地區女性為例,銘傳大學管理學院高階經理碩士學程在職專班碩士論文。
    2.王振明,2006,運用結構方程模式探討品牌權益、服務品質、顧客滿意度、關係品質與顧客忠誠度之關係-以桃園縣加油站為例,國立東華大學企業管理學系碩士論文。
    3.吳清山、林天祐,2005,教育新詞書(New Dictionary of Education),高等教育文化事業有限公司。
    4.明邦樵,2005,虛擬通路產業行銷策略之關鍵成功因素:以PC Home 為例,銘傳大學傳播管理研究所碩士學位論文。
    5.洪順慶(2001)洪順慶,行銷管理學,臺北市/新陸書局。
    6.洪順慶,1999,行銷管理,新陸書局。
    7.徐重仁,黃淑麗,1993,無店舖販賣,聯經出版社,台北。
    8.許甄玲,2005,遊憩消費者的知覺服務品質、滿意度與口碑、再購意圖關係之研究,國立高雄第一科技大學行銷與流通管理系碩士論文。
    9.陳士葦,2007,免費贈品促銷形式對消費者整體評價及知覺操作意圖之影響,國立中山大學企業管理學系碩士班碩士論文。
    10.陳亮君,2007,百貨公司促銷制度與商品促銷活動之促銷效果研究,逢甲大學企業管理學系碩士班碩士論文。
    11.陳建宏(2004) ,探討信任與知覺風險為中介變項之消費者購物意願結構模式研究--虛擬通路型態與產品類別之比較分析,南台科技大學行銷與流通管理研究所碩士學位論文。
    12.陳瑩真(2004),直效行銷下消費者使用型錄購物之影響因素研究─以高雄市區為例,國立高雄第一科技大學行銷與流通管理系碩士論文。
    13.黃俊英,1992,行銷研究:管理與技術,臺北:華泰出版社。
    14.黃冠叡(2006),消費者特性與虛擬通路購物意願關係之研究,高階管理碩士在職專班碩士論文。
    15.黃晶琴,2007,品牌、品質、服務、促銷活動其影響購買決策之研究,義守大學管理研究所碩士論文。
    16.潘鴻銘,2007,促銷型式對品牌資產之影響以虛擬品牌為例,國立中山大學企業管理學系碩士論文。
    17.蔡禎倚,2005,服務品質、顧客滿意度與顧客忠誠度相關性之研究—以觀光旅館為例,立德管理學院國際企業管理研究所碩士論文。
    18.鄭夙芬 (2005)。焦點團體研究法的理論與應用,選舉研究,12(1),211-239。
    19.饒慧萍,2005,虛擬通路中關係行銷與忠誠度建立之關聯性研究—以東森得易購為例,世新大學公共關係暨廣告學系碩士班論文。

    二、英文部分
    1.Aaker, D. A., 1973, “Toward A Normative Model of Promotion Decision Making”, Management Science, Vol. 19, No. 6, pp. 593-603.
    2.Aaker, D.A., Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press, 1991.
    3.Biel, A.L., Converting Image into Equity, Lawence Erlbaum Associates, 1991. Blackston, Max, “Beyond Brand Personality: Building Brand Relationships,” in Brand Equity and Advertising: Advertising’s Role in Building Strong Brands, ed.
    4.Blattberg, R. C. and Neslin, S. A. 1990. Sales Promotion: Concepts, Methods, and Strategies. New Jersey: Prentice-Hall.
    5.Brady, Michael K. and J. Joseph Cronin Jr. (2001), “Customer Orientation: Effects on Customer Service Perceptions and Outcome Behaviors”, Journal of Service Research, Vol.3, pp. 241-251
    6.Chernatony, L. & G. McWilliam.(1989)”The Varying Nature of Brands as Assets: Theory and Practice Compared”, International Journal of Advertising, Vol.8, No.4, p.339-350.
    7.Chiou, Jyh-Shen, Cornelia Droge, and Sangphet Hanvanich (2002), “Does Customer Knowledge Affect How Loyalty is Formed?”, Journal of Service Research, Vol. 5, pp. 113-124
    8.Cronin, J. Joseph Jr. and Steven A. Taylor (1994), “SERVPERF Versus SERVQUAL: Reconciling Performance-Based and perceptions -Minus-Expectations Measurement of Service Quality”, Journal of Marketing, Vol. 58, pp.125-131
    9.Darian, J. C. , 1987, In-home shopping: are there consumer segments? , Journal of Retailing, 63, 2, 163-186.
    甲、David Aaker and Alexander Biel. Hillsdale. New Jersey: Erlbaum, 1993, pp.113-124.
    10.Dobni, D. and Zeithaml, V.A., “In Search of Brand Image: A Foundation analysis.” In M. E. Goldberg, G. Gorn, and R. Pollay, ed., Advances in Consumer Research, Provo, UT: Association for Consumer Research, Vol.17, 1990, pp.110-119.
    11.Dabholkar, Pratibha A., Dayle I. Thorpe, and Joseph O. Rentz, A Measure of Service Quality for Retail Stores: Scale Development and Validation,Journal of the Academy of Marketing Science, Vol. 24, No. 1, 1996,pp. 3-16.
    12.Dodds, William B., Kent B. Monroe and Dhruv Grewal, “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluation,” Journal of Marketing Research, Vol.28, August, 1991, pp.307-319.
    13.Duncan, T. and S. Moriarty, “Brand Relationships Key to Agency of the Future, ”Advertising Age, Vol.18, Oct, 1999 , pp.44-51.
    14.Farquhar, P. H.(1989), “Managing Brand Equity,” Marketing Research, 1, pp.24-33.
    15.Farris & Quelch,1987. Advertising and Promotion Management . Krieger Pub Co; Reprint edition (November).
    16.Fornell, Claes, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha. and Barbara E. Bryant (1996), “The American Customer Satisfaction Index: Nature, Purpose, and Findings”, Journal of Marketing, Vol. 60, pp. 7-18
    17.Fournier, Susan., “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, Vol.22, No.3, 1998, pp.327-343.
    18.Gillette, P. L., “A profile of Urban In-home Shopper,” Journal of Marketing, 34(3), pp.40-46, 1970.
    19.Gronholdt, L., Anne Martensen, and Kai Kristensen (2000), “The relationship between customer satisfaction and loyalty: Cross-industry difference”, Total Quality Management and Business Excellence, Vol. 11, pp. 509-514
    20.Gronroos, Christian (1990), “Relationship Approach to the Marketing Function in Service Contexts: The Marketing and organizational Behavior Interface”, Journal of Business Research, Vol. 20, pp. 3-11
    21.Haywood-Farmer, J.(1988), “A conceptual model of service quality,” International Journal of Operations and Production Management, Vol. 8, No. 6, pp. 19-29.
    22.Kamins, M. A. and Marks, L. J., 1991, “The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands, ” Journal of the Academy of Marketing Science, 19,177-185.
    23.Keegan(1991), Marketing, New Jersey: A Division of Simon and Schuster, pp.226~260.
    24.Keller, K. L., 1993, Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, Vol. 57,1-22.
    25.Kitzinger, J. (1995). Introducing focus groups, British Medical Journal, 311, 299–302.
    26.Kotler, Philip, 2000, Marketing Management: Analysis, Planning, Implementation, and Control, 10th Edition, Prentice-Hall Inc, New Jesey.
    27.Kotler, Philip, Marketing Management: Analysis, Planning, Implementation, and Control, 7th ed., New Jersey: Prentice-Hall, 1991.
    28.Krueger, R. A. and Casey, M. A. (2000). Focus Goup-A Practical Guid for Applied Research, Thousand Oaks, California: Sage.
    29.Levitt, Theodore, 1972, Production-Line Approach to Service, Harvard Business Review, Vol. 50, Sep./Oct. pp.41-52.
    30.Marion, F. M. 1987. A Delphi Analysis of a Definition of Sales Promotion,” Dectoral Dissertation, Memphis State University.
    31.Mittal B,1994. “Public Assessment of TV Advertising: Faint Praise and Harsh Criticism", Journal of Advertising Research,(Jan/Feb) 35-53.
    32.Paley, Norton, 1989, The Manager’s Guide to Competitive Marketing Strategies, American Management Association.
    33.Parasuraman A., Zeithaml, V.A. and Berry, L.L., 1996, The Behavioral Consequences of Service Quality, Journal of Marketing, Vol. 60, pp.31-46.
    34.Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry , 1985, A Conceptual Model of Service Quality and Its implications for Future Research, Journal of Marketing, Vol.49, Fall, p.44.
    35.Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry , 1988, SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, Vol.64, No.1, Springl, pp.12-40.
    36.Park, C.W., Joworski, B.J., and D.J. MachInnis, “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol.50, No.4, 1986, pp.135-145.
    37.Rao Akshay R. and Robert W. Ruekert(1994), “Brand Alliances as Signals of Product Quality,” Sloan Management Review, pp.87-97.
    38.Richardson, Paul S., Alan S. Dick, and Arun K. Jain, “Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality,” Journal of Marketing Research, Vol.58, No.4, 1994, pp.28-36.
    39.Sasser, W. E., Olsen, R. P. Jr. and Wyckoff, D. D.(1978), Management of Service Operations, Text and Cases, Allyn and Bacon, Boston, MA.
    40.Schneider, S. J., Kerwin, J., Frechtling, J.and Vivari, B. A. (2002). Characteristics of the Discussion in Online and Face-to-Face Focus Groups, Social Science Computer Review, Vol. 20 No. 1, 31-42.
    41.Schultz, D. E. and Robinson, W. A. 1989. Sales Promotion Management. Chicago: Crain Book Inc.
    42.Simon, CJ and Sullivan, MW, 1993. The measurement and determinants of brand equity: a financial approach. Mark Sci 12, pp. 28–52 (Winter).
    43.Stank, Theodore P., Thomas J. Goldsby, and Shawnee K. Vickery (1999), “Effect of Service Supplier Performance on Satisfaction and Loyalty of Store Managers in the Fast Food Industry”, Journal of Operations Management, Vol. 17, pp. 429-447
    44.Swanson, Scott R. and J. Charlene Davis (2003), “The Relationship of Differential Loci with Perceived Quality and Behavioral Intention”, The Journal of Service Marketing, Vol. 17, pp. 202-219
    45.Upshaw L. B.(1995), Building Brand Identity, New York: W and S.
    46.Webster, F. E. 1965. The Deal-Prone Consumer. Journal of Marketing Research, 2(2): 186-189.
    47.Webster, Frederick E., 1971, Marketing Communication, Ronald Press, New York.

    無法下載圖示 Full text public date 2014/01/12 (Intranet public)
    Full text public date This full text is not authorized to be published. (Internet public)
    Full text public date This full text is not authorized to be published. (National library)
    QR CODE