隨著國際知名化妝品市占率逐年降低，大量的平價美妝保養品及台灣本土的化妝品新創品牌也紛紛進入市場競爭，消費者對品牌的態度更為重要。因此，本研究以臉部保養品為例，針對品牌形象對品牌態度的影響，並探討消費者涉入程度的中介，與開放性人格特質的調節效果。本研究採取網路發放，蒐集357位曾使用臉部保養品之消費者問卷，進行資料分析。經過驗證分析後，本研究發現消費者的涉入程度會對品牌形象與品牌態度間扮演著部份中介的角色；消費者開放性人格的程度也會負向調節涉入程度對品牌態度間的關係。根據本研究之結果，提出研究結果討論與說明、管理意涵、研究限制與未來研究建議以供未來研究參考。;With the total market share of globally-known cosmetics brands gradually decrease over the years, many inexpensive cosmetics brands and domestic off-the-shelf brands enter this competitive market. Under the circumstances, consumer’s brand attitude becomes more important. The present study explores not only the direct effect from brand image to brand attitude, but also the mediating effect of consumer involvement, and the moderating effect of openness to experience personality. Three hundred and fifty seven valid questionnaires were collected from online consumers who have used facial care products before. The results show that involvement mediated the relationship between brand image and brand attitude. Also, the personality of openness to experience moderated the relationship between involvement and brand attitude. The implications of the findings, limitations, future research directions, and managerial implications are discussed.
