高雄醫學大學圖書館 |

語系/ Language: 繁體中文

登入

回首頁

消費者對美粧代工廠自創品牌之轉換成本影響因素探討 =A study of...

王昱婷

消費者對美粧代工廠自創品牌之轉換成本影響因素探討 =A study of factors influencing consumers’ switching costs toward private brands established by cosmetic contract manufacturers /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	消費者對美粧代工廠自創品牌之轉換成本影響因素探討 =/ 王昱婷
其他題名:	A study of factors influencing consumers’ switching costs toward private brands established by cosmetic contract manufacturers /
其他題名:	A study of factors influencing consumers’ switching costs toward private brands established by cosmetic contract manufacturers
作者:	王昱婷
出版者:	[高雄市]: [撰者], : 2025[民114],
面頁冊數:	145葉 :圖 ; : 30公分;
附註:	指導教授: 蔡秀芬.
提要註:	本研究探討台灣整體美粧代工產業者在自創品牌過程中所面臨的挑戰，聚焦於保養品消費情境，從消費者角度分析影響其對代工廠自創品牌轉換成本認知之關鍵因素。研究重點在於探討知覺風險、品牌形象與資訊不對稱對轉換成本的影響，並進一步檢驗價格意識在其中所扮演的干擾角色。研究對象為具保養品消費經驗的台灣成年消費者，透過網路問卷方式回收417份有效樣本，樣本以18至35歲年輕族群為主。資料分析方法包括人口統計變項分析、敘述性統計、信效度檢驗、因素分析與階層迴歸分析，以驗證各項研究假設。研究結果顯示，知覺風險、品牌形象與資訊不對稱皆對轉換成本具有顯著正向影響，顯示消費者在品牌轉換決策中，會受到風險顧慮、品牌印象與資訊掌握程度的共同影響。進一步分析亦發現，價格意識可顯著負向干擾知覺風險與資訊不對稱對轉換成本的關係，但對品牌形象與轉換成本之關係則未具顯著干擾效果。實務建議方面，代工廠於品牌創建初期應優先著手降低消費者的知覺風險與資訊不對稱，例如透過產品試用、資訊揭露與第三方背書以建立信任基礎，再搭配高CP值的價格策略，方能有效促進品牌轉換與購買行為，作為未來品牌發展的重要參考依據。.
電子資源:	電子資源
館藏註:	(平裝)

消費者對美粧代工廠自創品牌之轉換成本影響因素探討 =A study of factors influencing consumers’ switching costs toward private brands established by cosmetic contract manufacturers /
王昱婷

消費者對美粧代工廠自創品牌之轉換成本影響因素探討 =A study of factors influencing consumers’ switching costs toward private brands established by cosmetic contract manufacturers /A study of factors influencing consumers’ switching costs toward private brands established by cosmetic contract manufacturers王昱婷 - [高雄市]: [撰者], 2025[民114] - 145葉 :圖 ;30公分

指導教授: 蔡秀芬.

碩士論文--高雄醫學大學香粧品學系碩士班.

參考書目：葉.

致謝辭 i

本研究探討台灣整體美粧代工產業者在自創品牌過程中所面臨的挑戰，聚焦於保養品消費情境，從消費者角度分析影響其對代工廠自創品牌轉換成本認知之關鍵因素。研究重點在於探討知覺風險、品牌形象與資訊不對稱對轉換成本的影響，並進一步檢驗價格意識在其中所扮演的干擾角色。研究對象為具保養品消費經驗的台灣成年消費者，透過網路問卷方式回收417份有效樣本，樣本以18至35歲年輕族群為主。資料分析方法包括人口統計變項分析、敘述性統計、信效度檢驗、因素分析與階層迴歸分析，以驗證各項研究假設。研究結果顯示，知覺風險、品牌形象與資訊不對稱皆對轉換成本具有顯著正向影響，顯示消費者在品牌轉換決策中，會受到風險顧慮、品牌印象與資訊掌握程度的共同影響。進一步分析亦發現，價格意識可顯著負向干擾知覺風險與資訊不對稱對轉換成本的關係，但對品牌形象與轉換成本之關係則未具顯著干擾效果。實務建議方面，代工廠於品牌創建初期應優先著手降低消費者的知覺風險與資訊不對稱，例如透過產品試用、資訊揭露與第三方背書以建立信任基礎，再搭配高CP值的價格策略，方能有效促進品牌轉換與購買行為，作為未來品牌發展的重要參考依據。.

(平裝)Subjects--Index Terms:

知覺風險

消費者對美粧代工廠自創品牌之轉換成本影響因素探討 =A study of factors influencing consumers’ switching costs toward private brands established by cosmetic contract manufacturers /
LDR:04717cam a2200229 i 4500 001 386600
008 250923s2025 ch a e m 000 0 chi d
035 $a (THES)113KMC00793002
100 1 $a 王昱婷 $3 487817
245 1 0 $a 消費者對美粧代工廠自創品牌之轉換成本影響因素探討 = $b A study of factors influencing consumers’ switching costs toward private brands established by cosmetic contract manufacturers / $c 王昱婷
246 1 1 $a A study of factors influencing consumers’ switching costs toward private brands established by cosmetic contract manufacturers
260 # $a [高雄市]: $b [撰者], $c 2025[民114]
300 $a 145葉 : $b 圖 ; $c 30公分
500 $a 指導教授: 蔡秀芬.
500 $a 學年度: 113.
502 $a 碩士論文--高雄醫學大學香粧品學系碩士班.
504 $a 參考書目：葉.
505 0 # $a 致謝辭 i
520 3 $a 本研究探討台灣整體美粧代工產業者在自創品牌過程中所面臨的挑戰，聚焦於保養品消費情境，從消費者角度分析影響其對代工廠自創品牌轉換成本認知之關鍵因素。研究重點在於探討知覺風險、品牌形象與資訊不對稱對轉換成本的影響，並進一步檢驗價格意識在其中所扮演的干擾角色。研究對象為具保養品消費經驗的台灣成年消費者，透過網路問卷方式回收417份有效樣本，樣本以18至35歲年輕族群為主。資料分析方法包括人口統計變項分析、敘述性統計、信效度檢驗、因素分析與階層迴歸分析，以驗證各項研究假設。研究結果顯示，知覺風險、品牌形象與資訊不對稱皆對轉換成本具有顯著正向影響，顯示消費者在品牌轉換決策中，會受到風險顧慮、品牌印象與資訊掌握程度的共同影響。進一步分析亦發現，價格意識可顯著負向干擾知覺風險與資訊不對稱對轉換成本的關係，但對品牌形象與轉換成本之關係則未具顯著干擾效果。實務建議方面，代工廠於品牌創建初期應優先著手降低消費者的知覺風險與資訊不對稱，例如透過產品試用、資訊揭露與第三方背書以建立信任基礎，再搭配高CP值的價格策略，方能有效促進品牌轉換與購買行為，作為未來品牌發展的重要參考依據。.
520 3 $a This study investigates the challenges faced by cosmetic contract manufacturersin Taiwan during the process of launching their own brands, with a focus on the skincare consumption context.From the consumer perspective, it analyzes key factors influencing their perceived switching costs associated with adopting self-owned brands launched by contract manufacturers.The core of this research lies in examining the effects of perceived risk, brand image, and information asymmetry on switching costs, and further explores the moderating role of price consciousness in these relationships. The study surveyed 417 Taiwanese adult consumers with skincare product experience via an online questionnaire, with the majority of respondents aged between 18 and 35. Data analysis methods included demographic analysis, descriptive statistics, reliability and validity testing, correlation analysis, and hierarchical regression analysis to test the research hypotheses. The results indicate that perceived risk, brand image, and information asymmetry all have a significant positive impact on switching costs. This suggests that consumers’ decisions to switch brands are jointly influenced by concerns about risk, brand impressions, and the degree of information availability. Further analysis reveals that price consciousness significantly and negatively moderates the relationship between both perceived risk and information asymmetry with switching costs. However, no significant moderating effect was found between price consciousness and the relationship between brand image and switching costs. From a practical perspective, it is recommended that foundriesseeking to launch their own brands should prioritize reducing consumers' perceived risk and information asymmetry in the early stages. This can be achieved through product trials, transparent information disclosure, and third-party endorsements to build trust. Coupled with high cost-performance (CP) value pricing strategies, these efforts can effectively encourage brand switching and purchasing behavior, serving as valuable strategic references for brand development..
563 $a (平裝)
653 # # $a 知覺風險 $a 品牌形象 $a 資訊不對稱 $a 價格意識 $a 轉換成本.
653 # # $a Perceived Risk $a Brand Image $a Information Asymmetry $a Price Consciousness $a Switching Cost.
856 7 # $u https://handle.ncl.edu.tw/11296/tn7gze $z 電子資源 $2 http