影響女性消費者購買藥妝產品因素之研究 －以連鎖藥妝W公司為例

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Title:	影響女性消費者購買藥妝產品因素之研究－以連鎖藥妝W公司為例
Authors:	劉岳泯;Liu, Yue-Ming
Contributors:	企業管理學系在職專班
Keywords:	購買決策;連鎖藥妝;價格促銷;廣告效果;社群影響;賣場動線;Purchase decisions;Drug chains;Price promotions;Advertising effects;Community influence;Store movement
Date:	2020-06-30
Issue Date:	2020-09-02 15:32:50 (UTC+8)
Publisher:	國立中央大學
Abstract:	隨著時代進步及生活水準提升，國人對於美妝需求越趨重視，加上我國正式邁入高齡社會，對保健品及醫療用品的需求日益升高，致藥品、醫療及化妝品零售業（以下簡稱藥妝零售業）營業額近10年平均年成長率為2.9%，高於整體零售業之2.4%，藥妝零售業營業額持續成長! 近年來不分台、日、韓，各系品牌的美容、藥妝店越開越多，業者紛紛以不同行銷手法搶占台灣藥妝市場，屈臣氏於1987年正式在台灣開設第一間門市，該品牌為亞洲最大的個人藥妝用品商店，為亞洲各國之冠，更為台灣連鎖藥妝店市場先趨者及領導者。藥妝連鎖通路業者除了維持原有的顧客外，同時必須採用各種的不定期促銷活動誘因，來誘發顧客前往消費之動機，加上廣告宣傳效果包含社群媒體等網路行銷，店內商品的陳列佈置及銷售人員推薦等因素影響消費者的購買決定，本研究欲探討消費者是否會受促銷效果、廣告效果、社群影響、賣場動線及商品陳列等因素影響其購買行為，因此，本研究以台灣北部地區W連鎖藥妝店（屈臣氏）之女性消費者為訪問對象，藉由統計軟體分析，瞭解價格效果、廣告效果、社群影響及賣場動線與女性消費者購買決策之間的關聯性與影響程度。 ;With the advancement of the times and the improvement of living standards, Chinese people pay more and more attention to the demand for beauty, and China has formally entered an advanced age society, and the demand for health care products and medical supplies is increasing. （Cosmetics retail industry） The average annual growth rate of turnover in the past 10 years is 2.9%, which is higher than the overall retail industry′s 2.4%. The turnover of the pharmaceutical and cosmetics retail industry continues to grow! In recent years, regardless of Taiwan, Japan and South Korea, more and more beauty and drugstores of various brands have opened up, and companies have used different marketing methods to seize the Taiwanese drugstore market. Watsons officially opened its first store in Taiwan in 1987. The brand is the largest personal cosmetics store in Asia, the crown of Asian countries, is Taiwan ’s pioneer and leader in the pharmacy store in Taiwan. In addition to maintaining the original customers, the cosmeceutical chain distributors must also use various incentives for occasional promotional activities to induce customers ’motivation to consume, and the advertising effects include social media and other online marketing, in-store merchandise Factors such as display layout and sales staff recommendations affect consumers ’purchasing decisions. This study wants to explore whether consumers will be affected by factors such as promotional effects, advertising effects, community influence, store movement, and merchandise display. Therefore, this The study targeted female consumers of W chain drugstores （Watson′s） in the northern region of Taiwan. Through statistical software analysis, the relationship between price effect, advertising effect, community influence, store movement and customer purchase decisions was understood. And degree of influence.
Appears in Collections:	[Executive Master of Business Administration] Electronic Thesis & Dissertation

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