化妝品品牌來源國對消費者購買意願之影響

The Influence on the Intention of Consumers Purchase Cause by Cosmetics Brand Country of Origin

目前台灣的化妝品牌眾多且競爭非常激烈，品牌的認同來自消費經驗和企業形象，將影響消費意願，化妝品牌如何在市場中運用策略、創新和知名度來維持競爭優勢極為重要。本研究目的在了解消費者購買化妝品對於品牌來源國的關心程度，探討化妝品品牌來源國對於消費者購買意願之影響。本研究採問卷調查法，以大台北地區有購買化妝品經驗之消費者為問卷對象，品牌來源國主要以化妝品進口金額較高之法國、美國、韓國及日本等四國為主，並對品牌來源國與購買意願進行迴歸分析。研究結果：（1）消費者對美國的品牌形象整體評價較高，其次為日本、法國、韓國。（2）除法國外，日本、美國、韓國的品牌對消費者購買意願均呈現正向影響。

At present, competition among brands of cosmetics is very intense in Taiwan. The recognition of brand comes from consumption experience and enterprise image, which will affect the willingness of consumption. How cosmetic brand use strategy, innovation, and recognition to maintain a competitive advantage in the market is very important. The purpose of this research is to understand the concern of consumers in terms of production country before their purchase, and to study the influence of production country on the purchase willingness for consumers. The methodology of questionnaire survey was conducted and consumers in Taipei area were objects of this research. Research sample of production country focused on France, United States, Korea and Japan, which exported cosmetics higher than other countries to Taiwan. Regression analysis was processed between production country and the willingness of consumption. The results of research are as follows: the first, consumers had higher recognition of United States brand than that of Japan, France and Korea. The second, the brand of Japan, United States and Korea had positive influence on the willingness of consumption except for France.