政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/134059

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Title:	線上線下通路的感官刺激對法國醫美保養品的購買意願及品牌態度探討：以台灣市場為例 The impact of Sensory Stimuli through Online – Offline channel on purchase intention and brand attitude towards French medicated cosmetics in Taiwan
Authors:	鄒曉彤 Tsou, Hsiao-Tung
Contributors:	吳文傑 Wu, Jack 鄒曉彤 Tsou, Hsiao-Tung
Keywords:	感官刺激購買意圖品牌態度品牌體驗虛實整合 Sensory stimuli Purchasing Intention Brand attitude Brand experience online- offline
Date:	2021
Issue Date:	2021-03-02 14:26:59 (UTC+8)
Abstract:	According to Statista, the cosmetics market in Taiwan has a gradual growth rate since 2015 and predicted to reach 57.4 billion Taiwanese dollars (approximately 1.9 billion USD) in 2020. While sensory stimuli have been considered the important factor to interact with cosmetics, the impact of sensory stimuli through Online-offline (O2O) channels on purchase intention and brand attitude of French medicated cosmetics in Taiwan has remained unknown. The study aims to investigate the sensory stimulus applied to O2O channels that influences the purchase intention and brand attitude among Taiwanese consumers. Apart from that, brand experience has been identified with five aspects, from sensorial, affective, behavioral, intellectual, and social perspectives. Also, whether brand experience plays a mediating role between sensory stimulus and purchase intention/brand attitude in O2O channels. Regression analysis is conducted to understand the relationships between multiple variables at a certain time. Also, purposive sampling is used to ensure experiencing medicated cosmetics. 365 participants aged between 25 to 50 years old were collected to test the hypothesis. The finding of the study indicates that sensory stimuli both have a significantly positive impact on purchase intention and brand attitude of French medicated cosmetics through O2O channels in Taiwan, also, brand experience has a mediation effect on both dependent variables, which are purchase intention and brand attitude.
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Description:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 107933025
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0107933025
Data Type:	thesis
DOI:	10.6814/NCCU202100199
Appears in Collections:	[International MBA] Theses

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