探討網路口碑行銷對於購買意願之影響—以特殊保養品為例

文化大學機構典藏 CCUR > 商學院 > 企業實務管理數位碩士在職專班 > 博碩士論文 > Item 987654321/53562

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题名:	探討網路口碑行銷對於購買意願之影響—以特殊保養品為例 The Effect Of Online Word-Of-Mouth Marketing On Purchase Intention: From The Evidence Of Special Skin Care Product
作者:	賴巧倫
贡献者:	企業實務管理數位碩士在職專班
关键词:	購買意願涉入程度意見領袖網路口碑 Purchase Intent Involvement Opinion Leader Electronic Word-Of-Mouth
日期:	2024
上传时间:	2024-08-02 15:37:14 (UTC+8)
摘要:	隨著現代社會趨勢，人們對於外貌和健康的重視程度不斷提升，甚至對保養品的特殊需求增加，特殊保養品通常針對及因應特定的皮膚問題或需求，具有針對性和高效性是一種新的趨勢，因此吸引了不少消費者的關注，加上近年來網絡科技的快速發展，網上購物已成為消費者重要的購物管道之一，特別是受到COVID-19疫情的影響，消費方式逐漸的由實體轉為網上購物，為了降低網路購物風險，消費者往往會根據自己過去購買美容保養品的經驗，尋找網上的產品評價作為參考。本研究特別針對特殊保養品探討網路口碑行銷及網路意見領袖與涉入程度如何影響消費者購買意願行為的關鍵因素，透過分析來進行驗證。研究結果顯示，美容保養品的網絡口碑數量品質度越高，消費者的購買意願越強，網絡意見領袖對美容保養品的正面評價也能夠提升消費者購買意願，但如果消費者本身的涉入程度越高時更會受到網路的真實使用評價而受到影響，而非網路意見領袖影響，這也表示社群網路中的特殊保養品，好的使用評價越多時會正面影響顧客購買的意願。 The text you provided discusses the evolving consumer trends in the modern skincare market, particularly focusing on the rising demand for specialized skincare products. It highlights how, in a society increasingly aware of beauty and health, people are paying more attention to their appearance and health, leading to a growing demand for specialized skincare solutions. These products are designed to address specific skin issues or needs, offering targeted and effective solutions, thereby drawing significant consumer interest. The success of these specialized skincare products in the market depends largely on consumer adoption, influenced by various factors. The text also delves into the impact of online word-of-mouth marketing and the role of online opinion leaders in influencing consumer purchase intentions. It emphasizes that online community word-of-mouth is a crucial marketing strategy, with varying degrees of impact on consumer buying decisions. Therefore, the text calls for an exploratory discussion on how online word-of-mouth marketing influences purchase intentions in the specialized skincare product market.
显示于类别:	[企業實務管理數位碩士在職專班] 博碩士論文

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