化妝品市場隨著物質生活日趨富裕日益茁壯與膨脹，由過去的僅調「for woman」到今日的「for man」，由過去「外用的保養品」到今日「體內的保養品」，行銷通路也愈趨於多元化。目前全球「吃」的美容市場市值已達467億美元，而台灣美容食品市場近幾年來在「內外兼修」美容保養新觀念的提倡下，也持續的成長中。
行銷手法不斷推陳出新，消費者在考量購物時，購買意願通常決定於其所知覺之獲得價值，本研究就消費者在接受到不同管道來源的產品訊息後，所產生認知、情感、行為意向的不同反應，進行探討。
在研究的對象中，在「喝的保養品」市場中，可以發現：
1.「直接經驗」對喝的保養品消費者購買行為意向有顯著的影響。
2.相較於廣告，直接經驗對消費者的購買行為意向影響效果是較為強烈的。
3.「直接經驗或廣告與產品涉入」的交互作用對消費者之購買行為意向不具有顯著的影響效果，也就是說不論消費者產品涉入程度高低的不同，都不會與消費者之直接經驗、廣告效果有交互作用，更不會進而對消費者之購買意願產生影響。
本研究針對保養品市場新興保養概念──美容飲品進行研究，針對這塊尚未完全開發的市場，進行研究，仍有許多地方可供後續研究者進行研究。

Cosmetic market has evolved and becomes a fashion trend in this abundance of material modern society. It is a smooth transition from “for woman” in the old-fashioned society to today’s new breed “for man” outburst. It is also the revolution from the “external care products” to “internal care products.” The marketing channel has even involved into multi-diversified channels to reach the variety of consumers. As the result, the current global “in-take” cosmetic market has reached to 46.7 billion USD. Under the advocate of this new concept, Taiwan’s food market is also growing quietly and steadily.
When a consumer is considering a cosmetic product in this rapid changing market, their buying desire often depends on their knowledge of the product’s value through self-recognition. This dissertation will conduct a detail examination on the consumers’ cognitions, affect and conation regarding the different channels of the product information source.
From this study’s objects in the “drinkable cosmetic” market, we can concentrate on:
1.Consumers who possess the direct experience with the drinkable cosmetic has a significant affect than those who do not possess the same experience.
2.In comparison with advertisement affect, the consumers who had direct experience has had a greater impression regarding the product.
3.The cross functional between “direct experience” and “product involvement” does not consist affect on the studied result. Therefore, despite the different levels of product involveness from the consumers, it will not affect their direct experience nor advertisement affect. It will also not affect the consumers’ buying desire.

This research is focusing on the cosmetic market’s new concept on care product, which is the drinking product. Even though the study is concentrating on this later developed market, there are still many aspects of the research that can be further discussed.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 8
第一節 整合資訊反應模型理論(information response models) 8
第二節 直接經驗與廣告相關文獻探討 16
第三節 產品涉入與購買意願 24
第三章 研究方法 30
第一節 研究架構 30
第二節 研究範圍與對象 32
第四節 研究假說 35
第五節 問卷設計理論與方法 37
第四章 研究結果 42
第一節 樣本結構 42
第二節 信度分析 47
第三節 「直接經驗」與「廣告宣傳」對消費者購買意願之影響 50
第四節 「產品涉入」對喝的保養品消費者購買意願之干擾效果影響 53
第五章 結論與建議 56
第一節 研究結果 56
第二節 研究建議與限制 59

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