Responsive image
博碩士論文 etd-0108114-204006 詳細資訊
Title page for etd-0108114-204006
論文名稱
Title
男性消費者購買男性保養化妝品忠誠度之研究
A Study on Male Customer Loyalty for Purchasing Male Care Products and Cosmetics
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
110
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2013-06-03
繳交日期
Date of Submission
2014-02-08
關鍵字
Keywords
顧客忠誠度、顧客滿意度、網路口碑來源可信度、性別角色、男性保養化妝品
Customer satisfaction, Customer loyalty, Source credibility of e-WOM, Gender roles, Male care products and cosmetics
統計
Statistics
本論文已被瀏覽 5841 次,被下載 492
The thesis/dissertation has been browsed 5841 times, has been downloaded 492 times.
中文摘要
自古以來保養化妝品被視為女人專用。然而,近年來男人使用男性專用保養化妝品頻率提高,遂男性保養化妝品市場開始興起。其中,男性的男、女性化特質在購買行為中,會對男性保養化妝品產生不同的選擇。再加上網路的興起,使男性消費者易在網路上獲取男性保養化妝品的口碑,並作為該產品的購買依據。因此,本研究目的主要為探討網路口碑與男、女性化特質對男性保養化妝品顧客滿意度與忠誠度的影響。
本研究參考EKB消費者行為模式與相關文獻的探討,選取購買動機、性別角色、網路口碑來源可信度、顧客滿意度與顧客忠誠度等變數建立研究模式。以參考過網路口碑購買男性保養化妝品的男性消費者為主要研究對象,並透過問卷調查蒐集初級資料,回收有效問卷共計694份。本研究以敘述性統計與迴歸分析等研究方法驗證顧客滿意度、性別角色與網路口碑來源可信度的中介效果與干擾效果。研究結果顯示,性別角色中的女性化與網路口碑來源可信度中的可靠性會影響男性消費者對男性保養化妝品的滿意度與忠誠度。
依照前述結果,顯示女性化特質較高的男性消費者較講究個人外表,並認為男性保養化妝品提供的產品功能不能滿足其需求;而因網路匿名的特性,使男性消費者認為網路口碑具有公信力與背書效果,進而影響男性保養化妝品的再購與推薦他人意願。建議保養化妝品產業,女性保養化妝品市場漸趨飽和,應多往男性保養化妝品市場發展,並協助保養化妝品廠商進入男性保養化妝品市場,並以研發男性臉部保養化妝品為主;建議保養化妝品廠商針對男性保養化妝品在產品功能方面,提供較中性化的男性保養化妝品,以滿足合女性化特質較高的男性消費者的需求。
Abstract
Men with the frequency of using male care products and cosmetics are increased in recent years, and the market in male care products and cosmetic has been developed. Thus, men with gender role characteristic will influence the choice of male care products and cosmetics. With the internet developed, most customers acquire the electronic word of mouth (e-WOM) about male care products and cosmetics. Therefore, the purpose of the study will explore the influence of e-WOM and gender role on customer satisfaction and loyalty for male care products and cosmetics.
The study is based on the model of EKB consumer behavior and literterature review. Purchase motives, gender roles, source credibility of e-WOM, customer satisfaction, and customer loyalty are selected to form the research model. The samples of 694 collected through questionnaire survey. The study takes the regression analysis to test the mediator effect of customer satisfaction; the moderator effect of gender roles and source credibility of e-WOM. The result showed the feminine of gender roles will weaken the relationshps; the trustworthiness of source credibility of e-WOM will strengthen the relationshps.
Based on the result, the function of the male care products and cosmetics cannot meet the need of male customers with the higher feminine characterstics. The anonymity of internet makes male customers believe the credibility of e-WOM more, and be willing to repurchase the products. The suggestions are as followed: care products and cosmetics industry should assist care products and cosmetics companies in entering the market and developing the products; care products and cosmetics companies should offer the neutral products to meet the need of the need of male customers with the higher feminine characterstics.
目次 Table of Contents
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
表次 vii
圖次 ix
第一章 緒論1
第一節 研究背景與動機.1
第二節 研究目的 3
第三節 研究流程 4
第四節 研究範圍 5

第二章 男性保養化妝品現況6
第一節 男性保養化妝品定義 6
第二節 男性保養化妝品市場現況 7
第三節 男性保養化妝品相關文獻之探討10

第三章 文獻探討13
第一節 購買動機13
第二節 性別角色21
第三節 網路口碑來源可信度25
第四節 顧客滿意度31
第五節 顧客忠誠度34

第四章 研究設計 39
第一節 研究架構 39
第二節 研究模式 40
第三節 研究假設 40
第四節 變數之操作型定義與衡量方式 45
第五節 調查對象與問卷設計 46
第六節 資料分析方法 50

第五章 實證分析 53
第一節 有效樣本結構敘述與變數基本分析53
第二節 購買動機、顧客滿意度與顧客忠誠度之中介效果驗證61
第三節 性別角色對購買動機與顧客滿意度關係之干擾效果驗證65
第四節 網路口碑來源可信度對購買動機與顧客忠誠度關係之干擾效果驗證69

第六章 結論與建議74
第一節 結論74
第二節 建議81
第三節 管理意涵 83

參考文獻85
附錄─男性消費者購買男性保養化妝品忠誠度之研究問卷95
參考文獻 References
一、 中文部分
何宥緯,2011,服務品質、知覺價值與顧客滿意度、顧客忠誠度之關聯性研究,國立政治大學廣播電視研究所碩士論文。
吳惠玲,2009,由商店形象、購買動機探討顧客滿意度與顧客忠誠度─以Mister Donut為例,國立政治大學管理碩士學程。
李俊東,2006,型男經濟學,初版,台北:旗林文化。
李美枝,1981,「性別特質問卷的編製及男女大學生四種性別特質在成就動機、婚姻、事業及性態度上的比較」,中華心理學刊,23期:23-27。
林崇質,2010,善因行銷訊息對購買決策的影響:消費捷思觀點的探討,高雄第一科技大學行銷與流通管理所碩士論文
林聖凱,2005,網路口碑來源可信度量表之建構,國立台北科技大學工業工程與管理研究所碩士論文。
邱皓政,2008,量化研究法,初版,台北:雙葉書廊。
曹益誠,2006,服務人員外顯行為對顧客情緒、顧客滿意度及顧客忠誠影響之研究─以性別角色與人格特質為干擾變數,輔仁大學管理學研究所。
郭貞,1994,「台灣地區民眾之消費動機與習性」,廣告學研究,93-113。
陳星凱,2009,以創新抵制觀點探討男性接受保養品之影響因素,國立中央大學企業管理學系碩士論文。
陳貞婷,2009,迷你筆記型電腦(NetBook)消費者購買動機、購買重視因素與顧客滿意度、顧客忠誠度之研究-以台灣區NetBook使用者為例,國立政治大學管理碩士學程。
陳琳惠,2007,化妝品法規比較法及爭議問題研究,國立政治大學法律科際整合研究所。
單聖玲,1991,影響男士購買專用化妝品之心理與社會性變數探討,國立中興大學企業管理研究所。
費翠,2001,網路市場行家理論驗證與延伸─其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究,國立政治大學廣告研究所碩士論文。
楊曉惠,2006,男性臉部保養品之消費者生活型態區隔研究,中原大學商業設計研究所。
詹凡毅,2008,性別基模探討產品喜好與心理距離之研究,國立成功大學工業設計研究所。
劉秀娟,1997,兩性關係與教育,初版,台北:揚智文化。
歐金珊,2007,中性文化思潮下的消費者行為,國立中正大學行銷管理研究所碩士論文。
蕭文龍,2011,多變量分析最佳入門實用書,初版,台北:碁峰資訊股份有限司。
賴慧如,2005,男性保養品市場之關鍵成功因素之探討,淡江大學國際商學碩士在職專班。
戴秋君,2008,口碑行銷之研究與應用─以男性保養品為例,國立中山大學管理學院高階經營碩士學程在職專班碩士論文。
簡仁傑,1985,台北市男士保養化妝品使用者生活型態之研究,國立政治大學企業管理研究所。
藍少堂,2011,購買動機與顧客滿意度對再購意願之影響-以自行車產業為例,義守大學工業工程與管理學系學士在職專班。
顏慧明、劉怡君、吳采蓁,2011,「購買動機與消費價值對化妝品採購決策影響之研究-以北台灣女性為例」,經營管理論叢特刊,4期:173-183。
魏銘宏,2003,量販店服務品質、顧客滿意度與顧客忠誠度之相關性研究─以台南都會區量販店為例。國立成功大學企業管理研究所碩士論文。
饒岩崗,2011,男性臉部護膚保養品消費行為研究,國立交通大學管理學院管理科學學程碩士班碩士論文。

二、 英文部分
Alreck, P.L. 1994. Commentary: A new formula for gendering products and brands. Journal of Product and Brand Management, 3(1): 6-18.
Applbaum, R.F., & Anatol, K.W.E. 1972. The factor structure of source credibility as a function of the speaking, Speech Monographs, 39(3): 216-222.
Assael, H. 1998. Consumer Behavior and Marketing Action (6th ed.). South-Western College Publishing.
Baron, R.M., & Kenny, D.A. 1986. The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6): 1173-1182.
Basow, S.A. 1992. Gender stereotypes and roles (3rd ed.). Pacific Grove, CA: Brooks/Cole Publishing.
Berlo, D.K., Lemert, J.B., & Mertz, R.J. 1969. Dimensions for evaluating the acceptability of message sources. Public Opinion Quarterly, 33(4): 563-576.
Bem, S.L. 1974. The measurement of psychological androgyny. Journal of Consulting and Clinical Psychology, 42(2): 155-162.
Belch, G.E., & Belch M.A. 2001. Advertising and promotion: An integrated marketing communications perspective (5th ed.). Boston: McGraw-Hill.
Bitner, M.J. 1990. Evaluating service encounters: The effects of physical surrounding and employee responses. Journal of Marketing, 54(2): 69-82.
Biong, H. 1993. Satisfaction and loyalty to suppliers within the grocer trade. European Journal of Marketing, 27(7): 21-38.
Bickart B., & Schindler, R.M. 2001. Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15 (30): 31-40.
Block, J.H. 1973. Conception of sex roles: Some cross cultural and longitudinal perspectives. American Psychologist. 28: 512-526.
Bloch, P.H. & Richins, M.L. 1982. A theoretical model for the study of product importance perception. Journal of Consumer Research, 47(3): 69-81.
Blackwell, R.D., Miniard, P.W., & Engel, J.F. 2001. Consumer behavior (9th ed.). Publisher: Ohio.
Blackwell, R.D., Miniard, P.W., & Engel, J.F. 2006. Consumer Behavior (10th ed.). Thomson South-Western.
Bowen, J.T., & Chen S.L. 2001. The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5): 213-217.
Brown, G.H. 1952. Brand loyalty-fact or fiction? Advertising Age, 26:75-76.
Broverman, I.K., Vogel, S.R., Broverman, D.M., Clarkson, F.E., & Rosenkrantz, P.S. 1972. Sex role stereotypes: A current appraisal. Journal of Social Issues, 28(2):59-78.
Brown, J.J. & Reingen, P.H. 1987. Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3): 350-362.
Bristor, J.M. 1990. Enhanced explanations of word of mouth communications:The power of relationships, Research in Consumer Behavior, 4: 51-83.
Brown, J., Broderick, A.J., & Lee, N. 2007. Word of mouth communication within online communities conceptualizing the online social network. Journal of Interactive Marketing, 21(3): 2-20.
Burstiner, I. 1991. Basic retailing (2nd ed.). Homewood, IL: Irwin.
Burr, V. 2002. Judging gender from samples of adult handwriting: Accuracy and use of cues. The Journal of Social Psychology, 142(6): 691–700.
Cardozo, R.N. 1965. An experimental study of consumer effort, expectation and satisfaction, Journal of Marketing Research, 2(3): 244-249.
Churchill, G.A., Jr, & Suprenant, C. 1982. An investigation into the determinants of consumer satisfaction, Journal of Marketing Research,19(4): 491-504.
Chevalier, J.A., & Mayzlin, D. 2006. The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3): 345-354.
Cheung, C.M.K., Lee, M.K.O., & Rabjohn, N. 2008. The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3): 229-247.
Choi, N., Herdman, K., Fuqua, D. R., & Newman, J. L. 2011. Gender-role conflict and gender-role orientation in a sample of gay men. Journal of Psychology, 145(5): 507-519.
Crosby, L.A., & Stephens, N. 1987. Effects of relationship marketing for satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, 24(4): 404-411.
Dick, A.S., & Basu, K. 1994. Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2): 99-113.
Doney, P.M., & Cannon, J.P. 1997. An examination of the nature of trust in buyer-seller relationships. Journal of Marketing Research, 61(2): 35-51.
Engel, J.F., Kollat, D.T., & Blackwell, R.D. 1993 Consumer Behavior (7rd ed.). Chicago: The Dryden Press.
Fischer, E., & Arnold, S.J. 1994. Sex, gender identity, gender role attitudes,and consumer behavior. Psychology & Marketing, 11(2): 163-182.
Fornell, C. 1992. A national customer satisfaction barometer: The Swedish experience, Journal of Marketing, 56(1): 6-21.
Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J., & Bryant, B.E., 1996. The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4): 7-18.
Gelb, B., & Johnson, M. 1995. Word-of-mouth communication: causes and consequences. Journal of Health Care Marketing, 15(3): 54-58.
Griffin, J. 1995. Customer loyalty: How to earn it? How to keep it? New York: Simmon and Schuster Inc.
Grønholdt, L., Martensen, A., & Kristensen, K. 2000. The relationship between customer satisfaction and loyalty: Cross-industry differences. Total Quality Management, 11(4/5/6): 509-514.
Grewal, D., Baker, J., Levy, M. & Voss, G. B. 2003. The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores. Journal of Retailing, 79(4): 259-268.
Gruen, T.W., Osmonbekov, T., & Czaplewski, A.J. 2005. eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4): 449-456.
Guest, L.P. 1964. Brand loyalty revisited: A twenty-year report. Journal of Applied Psychology, 48(2): 93-97.
Gunther, A.C. 1992. Biased press or biased public: Attitudes toward media coverage of social groups, Public Opinion Quarterly, 56(2): 147-167.
Hahha, N., & Wozniak, R. 2001. Consumer Behavior (1st ed.). New Jersey: Prentice-Hal Inc.
Hawkins, D.I., Best, R., & Coney, K.A. 2004. Consumer behavior: building marketing strategy (9th ed.). Boston: McGraw Hill.
Herr, P.M., Kardes, F.R., & Kim, J. 1991. Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4): 454-462.
Hennig-Thurau, T., Gwinner, K.P., Walsh, G., & Gremler, D.D. 2004. Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet. Journal of Interactive Marketing, 18(1): 38-53.
Helgesen, O., & Nesset, E. 2010. Gender, store satisfaction and antecedents: a case study of a grocery store. Journal of Consumer Marketing, 27(2): 114-126.
Hibbert, S., & Tagg, S.K. 2011. Shopping motivation: Investigating the shopping process and outcomes of the retail experience at a craft fair. Journal of Marketing Management, 17(3/4): 341-366.
Hovland, C.I., Janis, I.K., & Kelley, H.H. 1953. Communication and persuasion. NewHaven: Yale University Press.
Hovland, C.I., Harvey, O.J., & Sherif, M. 1957. Assimilation and contrast effects in reactions to communication and attitude change. The Journal of Abnormal and Social Psychology, 55(2): 244-252.
Jacoby, J., & Chestnut, R.W. 1978. Brand loyalty measurement and management. New York: John Wiley.
Jaffe, L.J. 1994. The unique predictive ability of sex-role identity in explaining women’s response advertising, Psychology and Marketing, 11(5): 467-482.
Jamal, A., Davies, F., Chudry, F., & Al-Marri, M. 2006. Profiling consumers: A study of Qatari consumers’ shopping motivations. Journal of Retailing and Consumer services, 13(1): 67-80.
Jocoby, J. 1971. A model of mutil-brand loyalty. Journal of Advertising Research, 11(3): 25-31
Jones, T.O., & Sasser Jr., W.E. 1995. Why satisfied customer defect. Harvard Business Review, 73(6): 88-91.
Kaiser, H.F. 1974. An index of factorial simplicity. Psychometrika, 39(1): 31-36.
Kelman, H.C. 1958. Compliance, identification, and internalization: three processes of attitude change. Journal of Conflict Resolution, 2(1): 51-56.
Kiecker, P., & Cowles, D. 2001. Interpersonal communication and personal influence on the internet: A framework for examining online word-of-mouth. Journal of Euro-Marketing, 11(2): 71-88.
Kotler, P. 1997. Marketing management: Analysis, planning, implementation, and control (9th ed.). New Jersey: Prentice-Hall Inc.
Kuruvilla, S.J., Josh, N., & Shah, N. 2009. Do men and women really shop differently? An exploration of gender differences in mall shopping in India. International Journal of Consumer Studies, 33(6): 715-723.
Lafferty, B.A., & Goldsmith, R.E. 1999. Corporate credibility’s role in consumers’ attitudes and purchase intention when a high versus a low credibility endorser is used in the Ad. Journal of Business Research. 44(2): 109-116.
Lee, Y.K., Lee, C.K., Lee, S.K., & Babin, B.J. 2008. Festivalscapes and patrons’ emotions, satisfaction, and loyalty. Journal of Business Research, 61(1): 56-64.
Maslow, A.H. 1970. Motivation and personality. New York: Harper & Row.
Maccoby, E.E., & Jacklin, C.N. 1974. The psychology of sex differences. California: Stanford University Press.
McCroskey, J.C. 1966. Scales for the measurement of ethos. Speech Monographs, 33(1): 65-72.
McGuire, W.J. 1974. Psychological motives and communication gratification. California: Sage Publications.
McGuire, W.J. 1985. Attitudes and attitude change. New York: In G. Lindzey & E. Aronson.
Millan, A., & Esteban, A. 2004. Development of a multiple-item scale for measuring customer satisfaction in travel agencies services. Tourism Management, 25(5): 533-546.
Murray, R., & Neil, R., 1995. Up the loyalty ladder. Progressive Grocer, 4(4): 21-22.
Newman, J.W., & Werbel, R.A. 1973. Multivariate analysis of brand loyalty for major household appliances. Journal of Marketing Research, 10(4): 404-409.
Noble, S.M., Griffith, D.A., & Adjei, M.T. 2006. Drivers of local merchant loyalty: Understanding the influence of gender and shopping motives. Journal of Retailing,82(3): 177-188.
Ohanian, R. 1990. Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness and attractiveness. Journal of Advertising, 19(3): 39-52
Oliver, R.L. 1980. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4): 460-469.
Oliver, R.L., & DeSarbo, W.S. 1988. Response determinations in satisfaction judgments. Journal of Consumer Research, 14(4): 495-507.
Oliver, R.L. 1999. Whence consumer loyalty? Journal of Marketing, 63(4): 33-44.
O’Neil, J.M. 1981. Male sex role conflicts, sexism, and masculinity: Psychological implications for men, woman, and the counseling psychologist. The Counseling Psychologist, 9(2): 61-80.
Park, D.H., Lee, J., & Han, I., 2007. The effects of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4): 125-148.
Pornpitakpan, C. 2003. Validation of the Celebrity Endorsers’ Credibility Scale: Evidence from Asians. Journal of Marketing Management,16(2): 55-74.
Reichheld, F.F., & Earl Sasser, W. 1990. Zero defections: Quality comes to services. Harvard Business Review, 68 (5): 105-111.
Reichheld, F.F. 1996. The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value. Boston MA: Harvard Business School Press.
Richins, M. 1983. Negative word-of-mouth by dissatisfied consumers: A pilot study, Journal of Marketing, 47(1): 68-78.
Rohm, A.J., & Swaminathan, V. 2004. A typology of online shoppers based on shopping motivations. Journal of Business Research, 57(7): 748-757.
Schiffman, L.G., & Kanuk, L.F. 1991.Consumer Behavior (4th ed.). New Jersey: Pearson Prentice Hall.
Schaefer, T., & Lamm, R.P. 1995. Sociology. New York: McGraw-Hill.
Schiffman, L.G., & Kanuk, L.L. 2000. Consumer Behavior. (7th ed.). New Jersey: Pearson Prentice Hall.
Silvestro, R., & Cross, S. 2000. Applying the service profit chain in a retail environment-challenging the “Satisfaction Mirror”. International Journal of Service Industry Management, 11(3): 244-268.
Spence, J.T., Helmreich, R., & Stapp, J. 1975. Ratings of self and peers on sex role attributes and their relation to self-esteem and conceptions of masculinity and femininity. Journal of Personality and Social Psychology, 32(1): 29-39.
Tauber, E.M. 1972. Why do people shop? Journal of Marketing, 36(4): 46-59.
Terman, L.M., & Miles, C.C. 1936. Sex and personality: Studies in masculinity and femininity. New York: Russell & Russell
Tellis, G.J. 1988. Advertising exposure, loyalty, and brand purchase: a two-stage model of choice. Journal of Marketing Research, 25(2): 134-144.
Tsaur, S.H., Chiu, Y.C., & Huang C.H. 2002. Determinants of guest loyalty to international tourist hotels-A neural network approach. Tourism Management, 23(4): 397-405.
Voss, G.B., Parasuraman, A., & Grewal, D. 1998 . The roles of price, performance,
and expectations in determining satisfaction in service, exchange. Journal of Marketing, 62(4): 46-61
Weiner, B., Russell D., & Lerman, D. 1978. Affective consequences of causal ascriptions. New directions in attribution research, 2: 59-90.
Weiner, B. 1985. An attributional theory of achievement motivation and emotion. Psychological Review, 92(4): 548-573.
Westbrook, R.A., & Black, W.C. 1985. A motivation-based shopper typology. Journal of Retailing, 61(1): 78-103.
Whitehead, J.L. 1968. Factors of source credibility. Quarterly Journal of Speech, 54(1): 59-63.
Wiggins, J.S., & Holzmuller, A. 1981. Further evidence on androgyny and interpersonal flexibility. Journal of Research in Personality, 15(1): 67-80.
Wirtz, J., & Patricia C. 2002. The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behaviour, International Journal of Service Industry Management, 13(2): 141-162.
Woodruff, R.B., Cadotte, E.R., & Jenkins, R.L., 1983. Modeling cunsumer satisfaction processes using experience-based norms. Journal of Marketing Research, 20(3): 296-304.
Worth, L.T., Jeanne, S., & Mackie, D.M. 1992. Gender schematicity and preference for gender-typed products. Psychology & Marketing, 9(1): 17-30.
Wong, Y.H., Chan, Y.K., Ngai, E.W.T., & Oswald, P. 2009. Is customer loyalty vulnerability-based: An empirical study of a Chinese capital-intensive manufacturing industry. Industrial Marketing Management, 38(1): 83-93.
Zeithaml, V.A., Berry, L.L., & Parasuraman, A. 1996. The behavioral consequences of service quality. Journal of Marketing, 60(2): 31-46.
Zhang, J., Norvilitis, J M., & Jin, S. 2001. Measuring gender orientation with the Bem sex role inventory in Chinese culture. Sex Roles, 44(3/4): 237-251.

三、 網路部分
Independent. 1994. Here come the mirror men. http://www.marksimpson.com/here-come-the-mirror-men/
Wikipedia. 2012. Ernest Dichter. http://en.wikipedia.org/wiki/Ernest_Dichter
凱絡媒體週報,2012,「男人重面子(下)男仕保養市場口碑行銷分析」,http://www.taaa.org.tw/userfiles/0418(1).pdf
凱絡媒體週報,2012,「男人重面子(下)男仕保養市場口碑行銷分析」,http://www.taaa.org.tw/userfiles/0410(1).pdf
創市際市場研究顧問,2010,「 創市際口碑篇」,http://www.insightxplorer.com/specialtopic/2010_09_24.htm
中國時報,2012,「男性好面子 愛保養又怕被說娘」,http://news.chinatimes.com/world/50406989/112012081300150.html
天下雜誌,2009,「花美男商機 男性保養品熱賣」,http://www.cw.com.tw/article/article.action?id=39254
東方線上,2007,「男性保養市場的三大特性:簡單、綜合、教育」,http://www.isurvey.com.tw/
聯合晚報,2012,「男性保養品市場 亞洲占全球60%」,http://www.haixiainfo.com.tw/200336.html
創市際市場研究顧問,2012,「男性彩妝保養篇」,http://www.insightxplorer.com/specialtopic/2012_06_08.htm
經濟部工業局,2012,化妝保養品產業資訊網,http://www.cosmetic.org.tw/
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus: 已公開 available
校外 Off-campus: 已公開 available


紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code