此研究目的為釐出韓國化妝品在台灣市場的競爭優勢並檢視其對消費喜好影響程度，同時，探討何為有效的誘發因子能夠成功提升台灣消費者品牌轉移行為的意圖。
本研究透過線上問卷方式進行資料收集，有效問卷共計402份，資料統計分析使用邏輯迴歸(Logistic Regression)。其分析結果顯示，韓國化妝品的競爭優勢中，優越的品質表現，情報渠道應用，創新能力，韓流影響皆顯著影響台灣消費者對韓國品牌的消費喜好。而能夠有效的提升品牌轉移行為意圖的誘發因子則包含性別差異，同儕影響力，世代效應及免費樣品宣傳。
再者，透過焦點團體訪談進一步探討各個競爭優勢及誘發因子對於影響消費者喜好及品牌轉移行為的因果機制，並提出性別及區域差異對台灣消費者在韓國化妝品消費行為上造成的影響。最後，透過各變數的相對重要性來概觀消費價值對台灣消費者消費行為的影響狀況。

This paper aims to probe advanced competitiveness of Korea cosmetic products and collect the data with a customized online survey to understand the coefficient and relationships between the considered competitive advantages and its relative impacts on consumers’ consumption preferences in Taiwan. In addition, this study is further designed to sort out the key factors of affecting consumers’ brand switching behavior in Taiwan. By examining the underlying coefficient model of the triggers and consumption transit intentions, it indicates how the triggers facilitate the transition behavior correspondingly. 402 completed questionnaires are returned and then are analyzed by using logistic regression analysis. The results of the study confirm that the advanced quality performance, the application of information channels, the capacity of innovation, and the impact of the impact of Korean Wave can positively affect consumers’ consumption preferences towards Korean cosmetic brands and the triggers which include the gender difference, the peer influence, the cohort effect and the free sample promotion can effectively enhance the intentions of performing brand switching behavior among Taiwanese consumers. Moreover, by applying focus group interviews, it also points out the causal mechanisms and the impact of gender and regional differences in consumers’ consumption behavior towards Korean cosmetic products in Taiwan. Finally, it lays out the relative importance of independent variables to overview the influence of consumption values on Taiwanese consumers’ consumption behavior.

論文審定書 i
摘要 ii
Abstract iii
List of Figures vi
List of Tables vii
Chapter One: Introduction 1
Research Background and Motivation 1
Research Objectives 5
Chapter Two: Literature Review 7
Section One: Advanced competitiveness of cosmetic products 7
Section Two: The triggers of brand switching behavior 16
Section Three: Consumption Values 23
Chapter Three: Research Hypotheses 30
Section One: Advanced competitiveness of Korean cosmetic products 30
Section Two: The triggers of brand switching behavior 33
Section Three: Research Framework 40
Chapter Four: Research Methodology 42
Section One: Methods 42
Section Two: Model Specification 46
Chapter Five: Data Analysis and Findings 51
Section One: Descriptive statistics analysis 51
Section Two: Analysis of consumption preferences towards Korean cosmetic brands 52
Section Three: Analysis of brand switching behavior to Korean cosmetic products 61
Chapter Six: Focus Group Interviews 69
Overview of Focus Group Interviews 69
Section One: Causal mechanisms of consumers’ consumption behavior towards Korean cosmetic products 70
Section Two: Gender and regional differences in consumers’ consumption behavior towards Korean cosmetic products 73
Chapter Seven: Conclusion 75
Findings 76
Limitations 80
References 82
Appendix 94

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