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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: | [國際經營管理英語碩士學程IMBA] 學位論文
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