| 摘要: | 本研究問題是探討美髮用品品牌形象與購買意願關係之研究，經由間接文獻之引用及邏輯之推理，發現兩者之關係有必要進一步研究。
本研究以網路問卷進行調查，採取便利抽樣方式進行資料蒐集，主要抽樣對象為18歲以上，透過美髮產業經銷商及一般消費者，曾購買過頭皮及護髮類的洗護用品之消費者為測試對象發放問卷。發放回收問卷數共204份，共計有效問卷137份，問卷回收率為100%,有效樣本回收率67%。
研究結果顯示，消費者的品牌形象與購買意願之間呈顯著正相關，消費者的主觀規範及知覺行為控制與購買意願都呈正相關，都為有效的控制變數。
在美髮用品的行銷也越來越重要，各家品牌的競爭，企業品牌形象的重要性是勢在必行，不僅在顧客的服務上卯足全力，商品的品質也在日益精進，若在每一個層面讓顧客全方位的知道產品資訊以及功能，藉才能促成思考與關聯，讓使用的消費者確實能夠感受到功效及好處，進而產生購買意願。
This study conducted an online questionnaire survey and adopted convenience sampling to collect data. The main sampling targets were those over 18 years old who had purchased scalp and hair care products through hairdressing industry dealers and general consumers. The researcher distributed questionnaires to the test subjects. A to-tal of 204 questionnaires were returned, with a total of 137 valid questionnaires. The questionnaire recovery rate was 100%, and the valid sample recovery rate was 67%.
The research results show that there is a significant positive correlation between consumers' brand image and purchase intention. Consumers' subjective norms and perceived behavioral control are positively correlated with purchase intention, and they are all effective control variables.
The marketing of hair care products is also becoming more and more important. With the competition among various brands, the importance of corporate brand image is imperative. Not only must we do our best in customer service, but the quality of our products is also getting better and better. At one level, customers can fully understand product information and functions, which can promote thinking and association, so that consumers can truly feel the efficacy and benefits, and then generate purchase in-tention. |
