探討氣氛、消費者情緒、知覺價值、涉入對購買意願之影響──以化妝品專櫃為例

Exploring the Influence of Atmosphere, Consumer Emotion, Perceived Value and Involvement on Purchase Intention--In Case of Cosmetic Counters

隨著經濟的發展以及生活水準的提高，人們不只注重於健康也更注重於外表。人們越來越會購買化妝品以及保養品。根據經濟部技術處產業技術前瞻研究與知識服務計畫指出，臺灣化妝品專櫃的廠商前30名中，僅有五家公司為臺灣公司，現在國際化妝品廠商引領臺灣化妝品行業。本研究以臺灣前三大主要化妝品專櫃的進口商為日本、法國和美國。日本是資生堂；法國是巴黎萊雅和美國雅詩蘭黛公司。根據文獻，外部（氣氛）和內部因素（消費情緒和感知價值）會影響消費者。它們也是消費者決策過程中的關鍵要素，人們會在那個時候想要購買產品而並非是計劃購物。消費者也會因為對產品的不同看法及認知，而可能購買高涉入的產品。本研究目的藉此探討氣氛、消費者情緒，知覺價值和購買意願之間的關係也探討涉入的調節作用是否影響感知價值和購買意願。在這項研究中，參與者為500名購買化妝品專櫃的臺中消費者，使用問卷調查方式，且採用敘述性統計、t檢定、信度、效度、和迴歸分析等方法來進行分析。本研究中假說有著顯著的影響效果,並且通過分析的結果給臺灣化妝品行業行銷方面提供建議。

With the development of the economy and the growth in the living standard, people pay more attention to appearance than their health. People buy more and more cosmetics and skin care products. According to Industry & Technology Intelligence Service (ITIS), Taiwan cosmetics manufacturers only have five companies within the top 30. Now, International cosmetics manufacturers lead the Taiwan's cosmetic industry. This study takes top 3 Taiwan's major cosmetics importers such as Japan, France and America as a case. They are Shiseido, L'Oreal and Estee Lauder Company. According to literature, exterior (atmosphere) and interior factors (consumer emotion and perceived value) will influence consumers. They are also the key elements in consumer decision process. People will buy products instead of planned buying. Due to different perceptions of products, consumers will be likely to purchase the highinvolvement objects. The purpose of this study explores the relationship among atmosphere, consumer emotion, perceived values, and purchase intention. Moreover, it also determines whether the moderating role of involvement affects perceived value and purchase intention. In this study, the participants were 500 consumers who bought cosmetic products in the counter in Taichung. The author adopted descriptive statistics, reliability, validity, t-test and regression analysis to measure the variables. The results displayed that the hypothesis is positive in this study. This study also wants to give Taiwan's cosmetics industry suggestions about the marketing through the result of analysis.