社群媒體對於現代人而言，是生活的日常、工作、更是不可或缺的休閒娛樂。而在社群平台陸續興起後，許多傳統商家為網路的便利性受到偌大影響，各個產業勢必得因應社會潮流，避免被社會淘汰。因此，越來越多產業及商家開始拓展線上通路與社群平台，將實體與網路結合，讓消費者擁有更多選擇，並增加購物的便利性。
本研究旨在探討社群媒體行銷活動 (Social Media Marketing Activities) 對台灣連鎖藥妝產業消費者購買意願的影響，並分析品牌信任與品牌意識作為中介變項的效果。隨著社群媒體在現代消費者行為中成為越來越重要的行銷管道，了解其如何影響消費者之購買決策與意願變得更為關鍵。
本研究將採用量化研究方法，透過問卷調查來收集數據，了解消費者對於台灣連鎖藥妝產業社群媒體與購買意願之看法。研究假設社群媒體行銷活動(包含社群影響、互動、潮流及個人化) 能正向影響消費者的購買意願，同時品牌信任和品牌意識在此過程中擁有中介效果的作用。研究分析結果發現，在台灣連鎖藥妝產業中，社群媒體行銷活動對消費者購買意願有正向顯著影響；而對品牌意識與品牌信任亦然，並進而對購買意願產生正向顯著效果。同時本研究也證實品牌意識和品牌信任在社群媒體行銷活動與購買意願兩者之間擁有中介效果。
本研究欲填補學術界關於台灣連鎖藥妝業對消費者行為深入研究的缺口，並為其提供社群媒體行銷活動策略上的實證支持。最後提出關於藥妝產業於社群媒體上，增強建立消費者之品牌意識和提升品牌信任的重要性。

The research examines the influence of Social Media Marketing (Social Media Marketing Activities) on consumer purchase intent within the context of Taiwan's chain cosmetic drugstore industry, highlighting the mediating roles of brand trust and brand awareness. Utilizing a quantitative methodology, this study collects data from surveys conducted with consumers who interact with leading cosmetic drugstore brands via social media platforms.
The research primarily focuses on assessing the direct impact of various SMMA strategies—such as content dissemination, promotional campaigns, and interactive engagements—on consumer purchase decisions. It also explores how brand trust and brand awareness serve as mediators in this relationship, potentially enhancing the effectiveness of social media initiatives.
By analyzing responses from a broad demographic of social media users, the study aims to uncover patterns that validate the role of SMMA in modifying consumer behavior and driving sales. The expected findings are intended to provide strategic insights for marketers on how to leverage social media effectively to increase brand engagement and influence purchasing behaviors.
The results of this study will offer valuable contributions to both the academic field and marketing practice. They will enrich the understanding of digital marketing's impact on consumer dynamics in specific retail sectors and provide empirical evidence to guide marketing strategies in highly competitive environments such as the Taiwanese cosmetic drugstore market.

論文審定書.....................................................................................i
誌謝................................................................................................ii
摘要...............................................................................................iii
Abstract..........................................................................................iv
目錄................................................................................................v
圖次...............................................................................................vi
表次..............................................................................................vii
第一章 緒論...................................................................................1
第一節 研究動機與背景...............................................................1
第二節 研究目的...........................................................................2
第三節 研究流程...........................................................................2
第二章 文獻探討...........................................................................4
第一節 社群媒體行銷活動...........................................................5
第二節 品牌意識...........................................................................6
第三節 品牌信任...........................................................................7
第四節 消費者購買意願...............................................................8
第三章 研究假說與架構...............................................................9
第一節 研究假說...........................................................................9
第二節 研究架構.........................................................................11
第三節 研究方法.........................................................................12
第四章 研究結果.........................................................................17
第一節 敘述性統計.....................................................................17
第二節 信度分析.........................................................................21
第三節 相關分析.........................................................................24
第四節 迴歸分析.........................................................................26
第五章 結論與建議.....................................................................36
第一節 研究結論.........................................................................36
第二節 研究貢獻.........................................................................37
第三節 研究限制與未來建議....................................................37
參考文獻......................................................................................38
附錄..............................................................................................46

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黃康偉（2023）。台灣藥妝通路產業競爭分析-全球龍、富二代與地頭蛇之爭。國立台灣大學生物科技管理碩士在職學位學程碩士論文。
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三、網站資料
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2. 財政部資訊中心。https://www.fia.gov.tw/multiplehtml/43
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4. 台灣就業通。https://job.taiwanjobs.gov.tw/Internet/jobwanted/company_desc2.aspx?EMPLOYER_ID=66686&BRANCH_ID=9659695