| 摘要: | 由於人民生活水準的提升，對化妝品需求日益擴增，政府將此種低污染、高附加價值之產業列入「挑戰二ΟΟ八」國家重點推動產業之一。然而，近年來業者面對經濟不景氣的市場環境，往往藉由減價、低價或其它服務性產品以刺激買氣。但此種促銷策略是否有效仍待進一步檢測。因此本研究擬探討促銷推廣策略對化妝品消費者之消費價值評估與購買意願之影響，並以台北縣(市)、台中縣(市)、高雄縣(市)、嘉義縣(市)女性消費者為研究對象做實證分析。本研究之研究成果主要有下列七項： (1)在促銷推廣策略上，消費者認為價格推廣比非價格推廣活動具有影響力，其中降價或折扣實質的回饋，更能直接影響其購買化妝品之意願。 (2)非價格促銷推廣活動與消費者之消費價值評估具有高度正相關存在。 (3)消費者選擇購買化妝品時，對資訊來源之偏好以個人資訊來源為主。 (4)個人資訊來源與消費價值中之情感性價值相關性最高。 (5)衝動型與理性型消費者皆非常重視功能性價值，但衝動型容易受親朋好友的影響，較重視社會性價值；理性型則會因生化科技、新式樣包裝等，增加購買意願，而較重視嘗新性價值。 (6)消費價值評估與購買意願具有正相關性存在，且服務性價值與購買意願之相關性程度最高。 (7)促銷推廣、資訊來源偏好度、消費者之消費價值評估與購買意願具有正相關性存在。
With the rise of living standards, the market also expands for the low pollution and high added-value cosmetic products which government authorities now regard as one of the industries in the Challenge 2008-National Development Program. However, facing depression in recent years, executives turn to rely on discounts, low prices or other service products to stimulate the sales. However, it still needs to be further examined if this kind of promotion is workable. Thus, this research aims to discuss the effects of promotional strategies on consumers’ consumption value and purchase intentions, and takes the female consumers from Taipei, Taichung, Kaohsiung, and Chiayi County as the research objects for verification and analysis. There are seven major results of this research as follows: (1)As to promotional strategies, consumers think price promotion is more effective than non-price promotion, especially discounts or real feedback could affect consumers’ intentions of purchasing cosmetic products directly.；(2)There is a high correlation between non-price promotion activities and the consumption value of consumers.；(3)When purchasing cosmetic products, the information resource consumers prefer is personal information resource.；(4)The highest correlation is between personal information resource and the emotional value of consumption value. ；(5)Both impulsive and rational consumers put great emphasis on functional value. But, impulsive ones are affected by family and friends easily and pay more attention to social value, while rational ones would have higher purchase intention because of biochemical technology, new-type packages, etc, and pay more attention to trial value.；(6)There is a positive correlation between consumption value and purchase intention. And, the highest correlation is between service value and purchase intention.；(7)There is a positive correlation between promotion, preference of information resources, the consumption value, and purchase intentions of consumers. |
