本研究的目的欲探討高職學生對美髮沙龍品牌知覺、價值知覺與消費行為意向關係之研究。本研究以彰化縣高職學生為研究對象，並採用非隨機的便利抽樣法的方式進行問卷調查，共發出400份，回收394份，扣除無效問卷16份，有效問卷為378份，有效問卷回收率95.94%。 本研究所得結論如下：1.品牌知覺對價值知覺與消費行為意向有顯著正向之影響。2.價值知覺對消費行為意向有顯著正向之影響。3.價值知覺在品牌知覺與消費行為意向具有部分中介效果。 The purpose of this study is to explore the relationships among brand perception, value perception and consumption behavior intention of vocational student to the consumption of hair salon. Questionnaire survey is used to the vocational students inChanghua county. The way of non-random sampling method to facilitate questionnaires is employed by this study, these are 394 questionnaires are receivedwith a total of 400 questionnaires distributed, in which 16 questionnaires are invalid, and the effective response rate is 95.94%. There are 3 conclusions suggested by the study empirical result:1.Brand perception has a significantly positive impact on value perception and consumption behavior intention respectively.2.Value perception has a significantly positive impact on consumption behavior intention.3.Value perception preserves partial mediate effect between brand perception and consumption behavior intention.
