國家形象與品牌形象對台灣女性消費者購買意圖影響之研究 - 以韓國化妝品為例

Abstract

目前韓國化妝品對台灣市場的出口量與出口金額日益成長，且台灣女性消費者對韓國化妝品之需求也持續增加。因此本研究目的為了解台灣女性消費者對韓國國家形象與韓國化妝品之品牌形象的想法，且以韓國化妝品來，主要探討韓國國家形象與韓國化妝品之品牌形象與台灣女性消費者購買意圖之影響關係。此外，採用便利抽樣之方式針對台灣女性消費者進行網路問卷調查。總共回收504份問卷，有效問卷為481，針對其有效問卷進行統計分析，透過信度分析、相關分析、迴歸分析以及階層迴歸分析驗證本研究的假設。本研究實證研究發現如下： 第一、台灣女性消費者針對韓國國家形象與韓國化妝品之品牌形象，正面的想法居多。 第二、韓國國家形象對台灣女性消費者購買意圖有正向影響。 第三、韓國國家形象對韓國化妝品之品牌形象有正向影響。 第四、韓國化妝品之品牌形象對台灣女性消費者購買意圖有正向影響。 第五、韓國國家形象透過韓國化妝品之品牌形象的中介影響，進而對台灣女性消費者購買意圖有正向影響。 依據上述的實證研究發現，了解台灣女性消費者之購買意圖，建立有效的行銷策略有助於韓國化妝品廠商在台灣市場持續發展。

A Study on the Influence of Country Image and Brand Image on Female Consumer’s Purchase Intention – The Case of Korean Cosmetics

Recently, Imported Korean cosmetics to Taiwan has been growing significantly and Taiwanese female consumers’ demand for Korean cosmetics continues to steadily increase. The main purpose of this study is to understand consumer’s perception of Korea and Korean cosmetic brand images. This study also investigates the relationships between the perception of Korea, Korean cosmetic brand images, and consumer’s purchase intention (refers as “purchase intention” for short in the following). This study adopts convenience sampling method by collecting samples online. Our test subjects are Taiwanese female consumers. A total of 504 samples was collected, with 481 valid questionnaires. This study applies reliability analysis, correlation analysis, regression analysis and hierarchical regression analysis to examine the hypotheses. The findings suggest that Taiwanese consumer’s perception of Korea and Koreans cosmetics brand image are mostly positive. The perception of Korea is found to positively effect Korean cosmetics as well consumer’s purchase intention. Korean cosmetic brand images in turn, can contribute to an increase in more favourable Taiwanese female consumer’s purchase intention. The findings also confirms the significant mediating effect of Korean cosmetics brand image which partially mediates the positive effect of Korea’s country image on Taiwanese female consumers’ purchase intention. Further researches in the future base on the findings of this study may suggest more effective marketing strategies for exporting Korean cosmetics to the Taiwanese market.