本研究旨在瞭解大臺北女性對保養品品牌形象與購買意願之現況與相互關係。以大臺北女性為對象，採問卷調查的方式蒐集資料，選取居住大臺北地區（臺北市及新北市）女性為研究之母群體。正式施測樣本475份，有效回收450份。施測所得資料以統計套裝軟體 SPSS for Windows 25.0 進行結果分析。
主要研究結果：消費者每年在百貨公司購買保養品的次數愈多，其購買意願之態度越積極。消費者對品牌形象的評價越正向、其購買意願較積極且每年在百貨公司購買保養品的次數也較多。家庭主婦(含兼職)對於品牌形象的評價較正向。每月平均所得為「50,000~59,999元」的消費者對品牌形象的接受度偏高。每月可支配所得越高且每年在百貨公司購買保養品的次數越多的消費者，其購買意願越積極。
研究結果得知：消費者之「購買意願」與「產品銷售因素」之間無顯著相關性。因此，建議百貨公司或是保養品廠商提供美容顧問更精深的專業知識以符合顧客多樣性的需求；此外，舉辦客製化活動、聯名限量的商品等非金錢性的促銷，藉以提升消費者的來店率，產生更積極的購買意願。
The purpose of this study is to understand the relationship and current status of the brand image and purchase intention of skin care products in department stores by females in Greater Taipei. The data is collected by the questionnaires based on female in Greater Taipei area. Females living in Greater Taipei area (Taipei City and New Taipei City) are selected as the mother group for the study. There are 450 valid questionnaires.
The first result of the study is that the more frequently purchasing of skin care products in department stores each year, the more positive purchase intention. Secondly, the more positive brand image of consumers' evaluation, the more positive purchase intention, and the higher frequency of purchasing skin care products in department stores each year. Thirdly, the higher monthly disposable income and the higher frequency of purchasing skin care products each year in department stores, the more positive purchase intention. Fourthly,no significant correlation between "purchase intention" and "product sales factors” was founded.
Therefore, it is recommended that department stores or skin care products manufacturers should prepare their beauty advisors with more professional knowledge to customers. In addition, personalized activities, co-branding products, and other nonmonetary promotions to enhance the rate of consumers’ shop visiting generate more positive purchase intention.
