網路美容化妝品購買價值實證之研究

A Study of Framework Developing in Cosmetics Purchase Value by On-Line Shopping

10.30001/JIES.200909.0004

吳佩玲(Pei-Ling Wu)；江金山(Ching-San Chiang)

網路 ； 美容化妝品 ； 購買價值模式 ； 結構方程模式 ； Internet ； cosmetics ； model of purchase value ； structure equation modeling SEM

美容科技學刊

6卷2期（2009 / 09 / 01）

63 - 84

繁體中文

本研究以網路美容化粧品購買之價值衡量為目的，進行調查研究。文獻整理彙整設計品質功能價值、價格價值、情感性價值、社會價值與便利價值等5個構面，各包含5個題項，且採用李克尺度(Likert Scale)五點量表，與11題基本資料，以封閉勾選題方式提供調查之用。在便利抽樣法以曾經上網購買美容化妝品之消費者為研究對象，運用結構方程模式(structure equation modeling, SEM)建構網路美容化妝品購買價值模式，並進行實證與影響關係分析。綜合檢閱分析網路美容化妝品購買價值假設模式之數值，顯示模式應當加以修正。修正後之網路美容化妝品購買價值模式建構效度良好，其中品質功能價值與價格價值的影響關係最高，接著是價格價值與便利價值以及價格價值與社會價值的影響關係。建議維持品質與功能價值，保有價格優勢之價值，塑造情感性價值，營造流行趨勢之社會價值，與相關物流業者建立合作管道，降低社會運送的成本，而且達到業者、消費者與物流倉儲業者均多贏的局面。

By related document collection, the paper aimed to design a survey with five dimensions which includes function, price, emotion, society and convenience. Each dimension has five questions. This measuring method is based on Liken five point scale. With 11 questions for personal information, the survey also provided closed-structured questions for our investigation. Through convenience sampling, consumers who have purchased cosmetics on line and the exercise of SEM had been chosen for this study. This study aimed to framework the hypothesis model of cosmetics purchase value by on-line shopping. Meanwhile, the verification of the model and correlation analysis was in progress. After comprehensive review of all the index values from the analysis, the model shall be revised. The construct validity of model of cosmetics purchase value by on-line shopping was statistically fit and acceptable following the revision. It was concluded that ”product quality and effects value” had the highest influence on ”price value”. Next were the correlations among ”price value” and ”convenience value”, ”price value” and ”society value” It is suggested that on-line sellers make efforts in maintaining product quality and effects value, keeping the advantage of price value, creating emotion value, building fashionable and trendy society value. Moreover, sellers shall develop their business cooperation with the logistics companies in order to lower their delivery costs and achieve multi-wins goal among sellers, consumers and logistics companies.