大學生購買韓國化妝品行為意圖之研究

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Title:	大學生購買韓國化妝品行為意圖之研究 An Exploring of University Students' Intention in Korean Cosmetics of Purchasing Behavior
Authors:	江靚慧
Contributors:	全球品牌與行銷碩士在職學位學程
Keywords:	計畫行為理論韓國化妝品行為意圖 the theory of planned behavior Korea cosmetics behavioral intention
Date:	2017
Issue Date:	2017-08-10 14:06:51 (UTC+8)
Abstract:	本研究以Ajzen (1985)計畫行為理論(The Theory of Planned Behavior)為架構，整合大學生購買化妝品相關之研究，建構「大學生購買韓國化妝品行為意圖模式」，並探討影響大學生購買韓國化妝品行為的因素。本研究利用結構方程式模型(Structural Equation Modeling)對所提出之模式，進行適合度之考驗與分析。以玄奘大學學生為研究對象，使用自編「大學生購買韓國化妝品行為調查量表」為研究工具，進行問卷調查。共計回收160份有效問卷，所得結果歸納如下：一、研究者提出之模式應用在大學生參購買韓國化妝品行為意圖時，整體適配度良好（χ²/df = 2.476； CFI = 0.902；SRMR = 0.041； RMSEA= 0.096）。二、大學生購買韓國化妝品的「態度」﹙β= 0.37﹚、「主觀規範」﹙β= 0.11﹚與「知覺行為控制」﹙β=0.80﹚對「行為意圖」具有顯著正面影響，且解釋變異量達79%。亦即態度、主觀規範、知覺行為控制越正向，購買韓國化妝品的行為意圖也越強。三、「知覺行為控制」中的自我效能及便利狀態具有強烈的重要影響力；「態度」中的情感性信念及工具性信念亦為重要的影響因素；「主觀規範」方面，主群體及次群體影響力顯著。從本研究得知，相關經營者在推廣大學生購買韓國化妝品時，針對學生搭配不同包裝的行銷組合，便利的購買系統資訊及優惠送貨措施，加強舉辦參與購買的大學生摸彩和有獎徵答及贈品等相關活動增加個人感覺上的滿足，並藉由主、次群體對韓國化妝品購買的正面鼓勵或支持為重點，以促使研究對象對購買韓國化妝品行為的產生。 The structure of this study was based on The Theory of Planned Behavior which developed by Ajzen (1985), integrated with game attendance motives incorporates a wide variety of important factors from previous related researches on sports spectating, to investigate the influence of university students’ purchase behavior of Korean cosmet-ics. The Scale of University Students’ Purchase Behavior of Korean cosmetics was used for this study among students of Hsuan Chuang University, total 160 valid ques-tionnaires were obtained and concluded by following: 1. The overall adaptation while applying SEM pattern on university students’ purchase behavior of Korean cosmetics. 2. There were a significant relationship between behavior intension and attitude (β=0.37), subjective standard (β=0.11), and perceived motion control (β=0.80). 3. The result of this study revealed that retail sellers could use multiple marketing com-bination to stimulate the intension of purchase and also increase university students’ satisfaction.
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