知覺風險、品牌熟悉度與購買意願相關性研究──以自助式染髮劑為例

The relationship between perceived risk, Brand familiarity and purchase intention in Self-service hair dyestuffs

隨箸經濟發展及生活型態改變，消費者愈來愈重視自身外在形象的塑造。髮色更是一項引領潮流、展現個人風格的重要指標。本研究探討自助式染髮劑知覺風險、品牌熟悉度與購買意願之相關性。希望藉由研究結果，提供染髮劑製造業及銷售通路產品定位及行銷策略之參考，擴大市場佔有率。以結構式問卷調查蒐集253份購買自助式染髮劑消費者之意見，研究結果發現知覺風險對於購買意願有負向且顯著之影響，而品牌熟悉度是知覺風險與購買意願之間的干擾作用。研究結果可作為，企業、通路未來營運之參考方向。

In economic development and changes, consumers are paying more and more attention to their own appearance. Hair color is an important indicator to lead the trend and show personal style. This study explores the relationship between perceived risk, brand familiarity, and purchase intention of self-service hair dyestuffs. We hope that the research results can provide a reference for product positioning and marketing strategies for the hair dye manufacturing industry and sales channels, thereby expanding market share. A structured questionnaire survey was conducted to collect opinions from 253 consumers who purchased self-service hair dyes. The results showed that perceived risk had a negative and significant impact on purchase intention, while brand familiarity was an interference factor between perceived risk and purchase intention. The research results can serve as a reference for future operations of enterprises.