化妝品體驗行銷與衝動性購買意願關 係之研究－以銷售人員外表吸引力為干擾變數

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/44515

Title:	化妝品體驗行銷與衝動性購買意願關係之研究－以銷售人員外表吸引力為干擾變數 The Relationship between Experience Marketing and ImpulsivePurchase Intention for Cosmetic Products：Moderating Effect of Physical Attractiveness of Salesperson
Authors:	洪筱婷 (Hung, Hsiao-Ting)
Contributors:	國際企業管理學系
Keywords:	體驗行銷衝動性購買銷售人員外表吸引力 experience marketing impulse purchases physical attractiveness
Date:	2018
Issue Date:	2019-06-12 11:45:10 (UTC+8)
Abstract:	隨著現代人生活型態的改變，對於外表的重視更甚於以往，不同的外貌，往往帶給人不同的感受。良好的外表，不僅能有更好的優勢、也能有更好的福利。如今，美妝市場也隨著這波風潮，從各大百貨銷售金額中看出未來的趨勢，其中，化妝品更是佔有舉足輕重的地位。隨著消費者趨勢的發展，體驗行銷成為市場上的主流，藉由體驗行銷的特色如：商品的陳列、色彩的美學、香氛的氣味等，能讓消費者感受到化妝品的魅力，留下美好印象深刻的購物經驗。衝動性購買會被外在環境有所影響，良好的體驗感受能激發出消費者的衝動性購買的慾望。此外，具有外表吸引力的銷售人員，更能帶給消費者預期以外更加美好的體驗感受，並能加強引發出衝動性購買的意願。這也就代表具有高吸引力的銷售人員，能為企業帶來事半功倍的效益。本研究旨為探討體驗行銷對化妝品衝動性購買意願之影響效果，並以銷售人員外表吸引力作為干擾變數。實證結果發現體驗行銷與衝動性購買意願呈現顯著的正向關係；在干擾效果方面，銷售人員外表吸引力在體驗行銷與衝動性購買意願之間呈現顯著干擾效果。 Appearance is becoming more significant as our life style evolves day by day. Since each person can bring a different experience to others base on appearance, the ones who contain the beauty can receive greater advantages and benefits throughout our community. Today, the culture of appearance brings up a storm wave that attacks on all rela-tive markets. Among them all, cosmetic market comes on the top by riding this mas-sive wave. The sales trend of all department stores indicates the outstanding of the cosmetic. As the favor of customers develop, the experiencing market becomes the mainstream of the market sales. Merchandise display, color aesthetics, fragrance at-traction are the methods to allure customers attention into the merchandise with a strong impression to this shopping experience. A great shopping experience can stim-ulate the customers’ will of impulse purchases. In addition, the salesperson who has an attractive appearance can even bring out an unexpected outcome on impulse purchase. As a result, high attractive salespersons often can bring the benefits to the enterprise. The research is focusing on the influence of shopping experience and the way it affects the customers’ will of impulse purchase on cosmetic merchandise with the variable of attractive salesperson. The result proves that shopping experience and im-pulse purchase are in direct proportion; attractiveness of a salesperson strongly affects the will of the purchasing as well.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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