文化大學機構典藏 CCUR:Item 987654321/44513
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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/44513


    题名: 台灣來源國效應對醫美產品再購意願之探討-以台灣與山東濟南地區消費者為例
    Exploring the Relationship between Country of Taiwan Effect and Repurchase Intention of Cosmeceutical-Evidence from Customer in Taiwan and Tsinan area In Shandong
    作者: 羅詠茵 (LO,YUNG-YIN)
    贡献者: 國際企業管理學系碩士在職專班
    关键词: 來源國效應
    再購意願
    知覺價值
    文化差異
    country of origin effect
    repurchase intention
    perceived value
    culture difference
    日期: 2019
    上传时间: 2019-06-12 11:39:40 (UTC+8)
    摘要: 台灣醫療產業市場競爭日趨激烈，不少醫美業者紛紛轉往海外發展。其中中國大陸市場幾乎是台灣醫美業者兵家必爭之地。本研究以來源國效應及知覺價值兩個角度來探討台灣醫美廠商是否可以藉由「台灣」之光環來吸引中國大陸消費者以及該提供何種價值給消費者，讓消費者再購意願提高。
    本研究分別收集中國大陸山東地區及台灣地區使用過醫美服務之消費者共計165份。研究結果發現，「台灣」來源國效應對再購意願呈現正向關係；知覺價值對再購意願意呈現正向關係，濟南地區與台北地區消費者的文化差異，對來源國效應與知覺價值的關係產生不同的干擾效果。在實務意涵上，可提供台灣醫美業者進入中國大陸市場一個參考依據。
    The cosmeceutical industry in Taiwan has become more and more competitive, and many related firms have turned to enter overseas for growing sustainably. Among them,the Chinese mainland market is an important country for Taiwan cosmeceutical firm.
    This study explores whether Taiwanese cosmeceutical firm can attract Chinese consum-ers and what value they provide to consumers through the aura of "Taiwan" in terms of source country effect and perceived value, so that consumers' willingness to repurchase will increase.
    This study collected 165 consumers who used cosmeceutical services in Shandong and Taiwan. The study found that the "Taiwan" country effect has a positive relationship with perceived value and with repurchase intentions; while the perceived value have a positive relationship to repurchase intentions. Culture difference between Taipei and Shandon has moderate effects to the relationship between “country of original effects” and “perceived value”. This study can provide an insight for Taiwanese cosmeceutical firm to enter the Chinese mainland market as a reference.
    显示于类别:[企業管理學系暨國際企業管理研究所] 博碩士論文

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