摘 要

隨著消費者購物行為轉向線上，品牌的官網已成為企業與消費者互動的重要管道之一。更多的化妝品品牌也開使著重品牌官網的經營。
本研究採用S-O-R理論，旨在探討影響化妝品品牌官網消費者再購買意圖及分享推薦意圖的因素。透過分析化妝品品牌官網的內外部環境刺激因素，包括品牌聯想、網站品質、探討其對滿意度和知覺價值等的影響，進而研究衡量消費者的再購買及推薦分享意圖。問卷調查數據採用Likert七量表收集研究數據，經過分析以及假說驗證得到下列結論：
消費者對化妝品品牌官網的滿意度在再購買和分享推薦意圖方面扮演著重要的角色，而滿意度受到本研究模型中多個構面的影響。除了品牌聯想和網站品質之外，價格也對於化妝品品牌官網的再購買行為有一定的影響。
研究結果提示，化妝品品牌官網在經營時應特別關注品牌聯想、網站品質、知覺價值、滿意度等這些因素，並且不斷地改進官網的內容和功能，以提升消費者的消費體驗知覺價值，從而加強消費者的再購買及推薦分享意圖。
本研究為化妝品品牌及相關企業提供消費者在官網購物的建立忠誠行為的參考，進而為企業提供更有效的行銷策略為未來品牌的官網經營的發展策略與執行方向，進而在市場競爭中取得優勢。

Abstract
As consumer shopping behavior shifts online, brand websites have become an important channel for interaction between businesses and consumers. More cosmetic brands are emphasizing the management of their brand websites. 
This study adopts the S-O-R theory to explore the factors influencing consumer repurchase and sharing intention on cosmetic brand websites. By analyzing the internal and external environmental stimuli of cosmetic brand websites, including brand associations and website quality, the study examines their effects on satisfaction and perceived value, and subsequently investigates the measurement of consumer repurchase and sharing intention. The survey data collected was analyzed and hypothesis verification was conducted using Likert scales, leading to the following conclusions:
Consumer satisfaction with cosmetic brand websites plays a crucial role in repurchase and sharing intention, and satisfaction is influenced by multiple dimensions in the research model. In addition to brand associations and website quality, price also has a certain impact on repurchase behavior on cosmetic brand websites.
The research findings suggest that cosmetic brand websites should pay special attention to factors such as brand associations, website quality, perceived value, and satisfaction during their operations. Continuous improvement of website content and functionality is necessary to enhance consumers' perceived value of the shopping experience, thereby strengthening their repurchase and sharing intention.
This study provides references for cosmetic brands and related enterprises in establishing loyal consumer behavior on brand websites, and offers more effective marketing strategies for the future development and implementation direction of brand website management, thus gaining a competitive advantage in the market.

Keywords: Cosmetic brand website, S-O-R theory, repurchase intention, sharing intention, perceived value, satisfaction, brand associations.

論文審定書 i
序 言 ii
摘 要 iii
Abstract iv
第一章 緒論 １
第一節 研究背景 １
第二節 研究動機 ４
第三節 研究目的 ４
第四節 研究流程 ５
第二章 文獻探討 ７
第一節 消費者購買行為理論 ７
第二節 S-O-R理論 ８
第三節 化妝品行業特徵 ８
第四節 網站設計相關理論之網站品質 １０
第五節 品牌官網 １１
第六節 品牌形象VS品牌聯想 １３
第七節 關係品質 １５
第八節 知覺價值與知覺風險 １６
第九節 滿意度 １７
第十節 再購買意圖與推薦分享 １７
第十一節 價格控制變數 １８
第三章 研究方法 １９
第一節 研究架構 １９
第二節 研究假說 １９
第三節 操作型定義 ２３
第四節 研究設計 ２５
第四章 資料分析 ３１
第一節 基本資訊統計 ３１
第二節 模型及假說驗證 ３４
第三節 結構模型分析與假說檢定結果 ４３
第五章：結論與建議 ４８
第一節 研究結論 ４８
第二節 研究建議 ５０
第三節 研究意涵 ５２
第四節 研究限制 ５４
第五節 未來研究方向 ５６
參考文獻 ５９
附錄1 本研究正式問卷 ６６
附錄2 研究補充 ７３

參考文獻
英文參考文獻

1.Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).
2.Adjei, M., & Clark, M. (2010). Relationship marketing in A B2C context: The moderating role of personality traits. Journal of Retailing and Consumer Services, 17, 73-79. https://doi.org/10.1016/j.jretconser.2009.10.001
3.Ahn, T., Ryu, S., & Han, I. (2004). The impact of the online and offline features on the user acceptance of Internet shopping malls. Electronic Commerce Research and Applications, 3(4), 405-420. https://doi.org/https://doi.org/10.1016/j.elerap.2004.05.001
4.Assael, H. (1984). Consumer Behavior and Marketing Action. Kent Publishing Company. https://books.google.com.tw/books?id=rbDxAAAAMAAJ
5.Bauer, R. A. (1967). Consumer behavior as risk taking. Marketing: Critical perspectives on business and management, 13-21.
6.Bhatti, N., Bouch, A., & Kuchinsky, A. (2000). Integrating user-perceived quality into Web server design. Computer Networks, 33(1), 1-16. https://doi.org/https://doi.org/10.1016/S1389-1286(00)00087-6
7.Biel, A. L. (1992). How brand image drives brand equity. Journal of advertising research, 32(6), 6-12.
8.Bradley, G., & Sparks, B. (2012). Bradley, G. L., & Sparks, B. A. (2012). Antecedents and consequences of consumer value: A longitudinal study of timeshare owners. Journal of Travel Research, 51(2), 191-204. Journal of Travel Research, 51, 191-204. https://doi.org/10.1177/0047287510396099
9.Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of marketing, 61(1), 68-84.
10.Cao, M., Zhang, Q., & Seydel, J. (2005). B2C e‐commerce web site quality: an empirical examination. Industrial Management and Data Systems, 105, 645-661. https://doi.org/10.1108/02635570510600000
11.Cardozo, R. N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal of Marketing Research, 2(3), 244-249. https://doi.org/10.1177/002224376500200303
12.Cheung, C., Chan, G., & Limayem, M. (2005). A Critical Review of Online Consumer Behavior. JECO, 3, 1-19. https://doi.org/10.4018/jeco.2005100101
13.Chin, W., Thatcher, J., Wright, R., & Steel, D. (2013). Controlling for Common Method Variance in PLS Analysis: The Measured Latent Marker Variable Approach. In (Vol. 56, pp. 231-239). https://doi.org/10.1007/978-1-4614-8283-3_16
14.Cohen, T., Panter, A. T., Turan, N., Morse, L., & Kim, Y. (2013). Cohen et al. 2013 JRP Supplementary Tables S1-S4.
15.Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
16.Cronin. Jr, J., & Taylor, S. (1992). Measuring Service Quality - A Reexamination And Extension. The Journal of Marketing, 56, 55-68. https://doi.org/10.2307/1252296
17.Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of marketing, 54(3), 68-81. https://doi.org/10.2307/1251817
18.DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: a ten-year update. Journal of management information systems, 19(4), 9-30.
19.DeLone, W. H., & McLean, E. R. (2004). Measuring e-Commerce Success: Applying the DeLone & McLean Information Systems Success Model. International Journal of Electronic Commerce, 9(1), 31-47. https://doi.org/10.1080/10864415.2004.11044317
20.Dodds, W., Monroe, K., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Journal of Marketing Research, 28. https://doi.org/10.2307/3172866
21.Engel, G. L. (1977). The need for a new medical model: a challenge for biomedicine. Science, 196(4286), 129-136. https://doi.org/10.1126/science.847460
22.Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
23.Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867-875.
24.Garbarino, E., & Johnson, M. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of marketing, 63. https://doi.org/10.2307/1251946
25.Graeff, T. R. (1996). Image congruence effects on product evaluations: The role of self-monitoring and public/private consumption [https://doi.org/10.1002/(SICI)1520-6793(199608)13:5<481::AID-MAR3>3.0.CO;2-5]. Psychology & Marketing, 13(5), 481-499. https://doi.org/https://doi.org/10.1002/(SICI)1520-6793(199608)13:5<481::AID-MAR3>3.0.CO;2-5
26.Guenzi, P., & Pelloni, O. (2004). The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider. International Journal of Service Industry Management, 15, 365-384. https://doi.org/10.1108/09564230410552059
27.Hair, J., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. (2014). Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool for Business Research. European Business Review, 26, 106-121. https://doi.org/10.1108/EBR-10-2013-0128
28.Hasan, B. (2016). Perceived irritation in online shopping: The impact of website design characteristics. Computers in Human Behavior, 54, 224-230. https://doi.org/https://doi.org/10.1016/j.chb.2015.07.056
29.Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
30.Hoyer, W. D., & MacInnis, D. J. (2001). Consumer Behavior. Houghton Mifflin. https://books.google.com.tw/books?id=jGEQAQAAMAAJ
31.Hu, T., Dai, H., & Salam, A. F. (2019). Integrative qualities and dimensions of social commerce: Toward a unified view. Inf. Manage., 56(2), 249–270. https://doi.org/10.1016/j.im.2018.09.003
32.Jacoby, J., & Kaplan, L. B. (1972). The components of perceived risk. ACR special volumes.
33.Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
34.Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/https://doi.org/10.1016/j.jbusres.2011.10.014
35.Kim, J., & Lennon, S. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model. Journal of Research in Interactive Marketing, 7. https://doi.org/10.1108/17505931311316734
36.Kim, S., & Stoel, L. (2004). Apparel retailers: Website quality dimensions and satisfaction. Journal of Retailing and Consumer Services, 11, 109-117. https://doi.org/10.1016/S0969-6989(03)00010-9
37.Knetsch, J., & Thaler, R. (1986). Fairness and The Assumptions of Economics. The Journal of Business, 59, 285-300. https://doi.org/10.1086/296367
38.Kotler. (2000). Marketing Management: The Millennium Edition.
39.Kotler, P. (1999). The marketing of leadership. Leader to Leader, 1999(11), 22-27. https://doi.org/https://doi.org/10.1002/ltl.40619991107
40.Kotler, P. (2000). Marketing Management. Prentice Hall International. https://books.google.com.tw/books?id=i-kIPwAACAAJ
41.Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. M.I.T. Press. https://books.google.com.tw/books?id=upV9AAAAMAAJ
42.Molinari, L., Abratt, R., & Dion, P. (2008). Satisfaction, quality and value and effects on repurchase and positive word-of-mouth behavioral intentions in a B2B services context. Journal of Services Marketing, 22, 363-373. https://doi.org/10.1108/08876040810889139
43.O'Brien, H. L., & Toms, E. G. (2008). What is user engagement? A conceptual framework for defining user engagement with technology. Journal of the American Society for Information Science and Technology, 59(6), 938-955. https://doi.org/https://doi.org/10.1002/asi.20801
44.Park, H. B., Yokota, A., Gill, H. S., El Rassi, G., & McFarland, E. G. (2005). Diagnostic accuracy of clinical tests for the different degrees of subacromial impingement syndrome. J Bone Joint Surg Am, 87(7), 1446-1455. https://doi.org/10.2106/jbjs.D.02335
45.Podsakoff, P. M., & Organ, D. W. (1986). Self-Reports in Organizational Research: Problems and Prospects. Journal of Management, 12(4), 531-544. https://doi.org/10.1177/014920638601200408
46.Rogers, E. M. (1962). Diffusion of Innovations. Free Press of Glencoe. https://books.google.com.tw/books?id=zw0-AAAAIAAJ
47.Sweeney, J., Soutar, G., & Johnson, L. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of Retailing, 75, 77-105. https://doi.org/10.1016/S0022-4359(99)80005-0
48.Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/https://doi.org/10.1016/S0022-4359(01)00041-0
49.Tse, D. K., & Wilton, P. C. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25(2), 204-212. https://doi.org/10.1177/002224378802500209
50.Turel, O., & Serenko, A. (2006). Satisfaction with mobile services in Canada: An empirical investigation. Telecommunications Policy, 30, 314-331. https://doi.org/10.1016/j.telpol.2005.10.003
51.Ulaga, W., & Eggert, A. (2006). Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier Status. Journal of Marketing - J MARKETING, 70, 119-136. https://doi.org/10.1509/jmkg.2006.70.1.119
52.Varki, S., & Colgate, M. (2001). The Role of Price Perceptions in an Integrated Model of Behavioral Intentions. Journal of Service Research - J SERV RES, 3, 232-240. https://doi.org/10.1177/109467050133004
53.Walsh, G., Shiu, E., & Hassan, L. M. (2014). Replicating, validating, and reducing the length of the consumer perceived value scale. Journal of Business Research, 67(3), 260-267. https://doi.org/https://doi.org/10.1016/j.jbusres.2013.05.012
54.Wang, H.-Y., & Wang, S.-H. (2010). Predicting mobile hotel reservation adoption: Insight from a perceived value standpoint. International Journal of Hospitality Management, 29, 598-608. https://doi.org/10.1016/j.ijhm.2009.11.001
55.Wu, J.-H., & Wang, S.-C. (2011). Jen-Her Wu & Shu-Ching Wang An Empirical Study of Consumers Adopting MC in Taiwan An Empirical Study of Consumers Adopting Mobile Commerce in Taiwan: Analyzed by Structural Equation Modeling.
56.Wu, J.-H., & Wang, Y.-M. (2006). Measuring KMS success: A respecification of the DeLone and McLean's model. Information & Management, 43(6), 728-739. https://doi.org/https://doi.org/10.1016/j.im.2006.05.002
57.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
58.Zhang, P., & Dran, G. M. (2000). Satisfiers and dissatisfiers: A two-factor model for Website design and evaluation. Journal of the American Society for Information Science, 51, 1253-1268. https://doi.org/10.1002/1097-4571(2000)9999:9999<::AID-ASI1039>3.0.CO;2-O

中文參考文獻
1.JANECHANG28. (2021, 1030). 後疫情時代美妝保養變化報告. CMRI美妝行銷總研. https://cmri.itrue.com.tw/2021/10/31/2021aftercovid19/
2.丁學勤. (2007). 網路購物知覺風險的前因與克服之道：消費者的觀點 [Antecedents of Perceived Risk and the Methods of Reducing Risk in Internet Shopping: The Views of Consumers]. 經營管理論叢, 3(2), 97-116. https://doi.org/10.6872/omr.200712_3(2).0023
3.王縈緹、盧以玹. (2022, 0316). 什麼是「線上線下整合」？為何在疫情下成為趨勢？. Sunrise Medium. https://sunrisemedium.com/p/113/online-merge-offline-shopping-mode
4.江秀梅. (2018, 0601). 化妝品，不只是擦漂亮的——當代妝品中不可或缺的機能性. 科學月刊. https://scimonth.com.tw/archives/1846
5.李奇勳，蘇瑞蓮. (2008). 服務品質、知覺價值、滿意度及遊後行為意. 圖關係之探討. 顧客滿意學刊，4(2), 1-26.
6.周泰華、黃俊英、郭德賓. (1999). 服務品質與顧客滿意評量模式之比較研究. 輔仁管理評論, 6(1), 37-68.
7.林志鈞, 陳良初, & 廖苡彣. (2016). 低價位連鎖餐飲業之商店視覺, 產品特性對顧客再購意願之影響: 品牌形象的中介角色. 嶺東學報(40), 91-123.
8.邱元平. (2010, 11.20). 品牌　官網　使用者經驗 － 你應該知道的十件事. https://hungryowl.typepad.com/brand_website_ux/
9.洪菱鞠. (2018). 臺灣化妝品千億市場規模--美力激出隱形冠軍. ETtoday 新聞 雲. https://www.ettoday.net/news/20180711/1210688.html
10.范惟翔, 莊立民, & 林忠勳. (2006). 品牌聯想, 知覺風險對企業主管購買意願之影響研究. 經營管理論叢, 2(2), 21-37.
11.陳振燧, 張. (2001). 品牌聯想策略對品牌權益影響之研究. 管理學報,18(1), 75-98. https://jom.management.org.tw/upload/alistfs1512050144137172.pdf
12.陳振燧、張允文. (2001). 品牌聯想策略對品牌權益影響之研究. 管理學報18(1), 75-98. https://jom.management.org.tw/upload/alistfs1512050144137172.pdf
13.陳欽雨, 張書豪, & 簡蜜妮. (2015). 品牌聯想與購後認知失調對網路口碑之影響－產品涉入之干擾角色 [The Effects of Brand Association and Postpurchase Cognitive Dissonance on Electronic Word-of-Mouth: The Moderating Role of Product Involvement]. 管理實務與理論研究, 9(1), 21-41. https://doi.org/10.29916/jmpp.201503_9(1).0002
14.彭思舟, 林憬, & 郭宜蓁. (2011). 化妝品產業顧客忠誠之影響 [The Effect of Customer Loyalty in Cosmetics]. 顧客滿意學刊, 7(2), 189-221. https://doi.org/10.30066/jcs.201109.0003
15.曾惠珠. (2019). 消費者態度差異對比研究－－以中外化妝品牌為例 [A Comparative Study on the Variances of Consumers Attitude - Taking Chinese and Foreign Cosmetics Brands as Examples]. 華人經濟研究, 17(2), 49-70.