關於韓系美妝產品特色在印尼造成顧客回購意向和品牌忠誠度的中介效應

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Title:	關於韓系美妝產品特色在印尼造成顧客回購意向和品牌忠誠度的中介效應
Authors:	Trisno, Ivana Lidia Oktavia
Contributors:	經營管理學系
Keywords:	韓系美妝產品、回購意願、品牌名稱、產品品質、產品設計、推廣、品牌忠誠度、市場調查、印度尼西亞、Korean Beauty Product、Repurchase Intention、Brand Name、Product Quality、Product Design、Promotion、Brand Loyalty、Marketing、Indonesia
Date:	2018
Issue Date:	2018-07-18
Publisher:	亞洲大學
Abstract:	摘要目的: 這份研究的目的是要探索關於韓系美妝產品特色在印尼造成顧客回購意向和品牌忠誠度的中介效應的影響原因設計/方法/途徑: 本研究使用定量方法檢驗印度尼西亞在線上調查問卷中411名受訪者樣本的假設值。本研究使用因果性調研來確定構念之間的因果關係，進一步運用SEM和Bootstraping方法檢驗假設值和中介效應。研究發現: 產品質量、產品設計和品牌忠誠對再次購買之意向有顯著影響。而且產品特徵（品牌名稱、產品質量、產品設計和推廣）都對品牌忠誠度有重要影響。雖然品牌名稱和推廣對回購意圖沒有直接影響，但這兩個變量通過品牌忠誠的中介對回購意圖產生間接影響。此外，同樣支持來自品牌忠誠的支持調解結果也用於產品質量和產品設計。研究限制: 這項研究對象僅限於在印度尼西亞使用韓國美容產品的受訪者。實際影響: 這項研究解釋了美容產品公司做出更好的營銷策略的一些實際方向。美容產品企業應將品牌名稱、產品質量、產品設計和推廣作為影響消費者回購產品的基本因素。另外，在消費者心目中建立強大品牌忠誠度的承諾是必須的，因為一旦消費者忠於某個品牌，他們會持續地購買同一品牌的產品。原創性/價值: 有限的研究已經探索了與韓國美容產品有關的回購意向的一般構想。這項研究對於影響印度尼西亞消費者對韓國美容產品回購意圖的因素有了更好的理解。這項研究的主要重點是品牌名稱、產品質量、產品設計和推廣等多個變量對韓國美容產品回購意向的影響。 ABSTRACT Purpose – The purpose of this study is to explore factors influencing Indonesian consumers to repurchase Korean beauty products and the mediating effect of brand loyalty Design/methodology/approach – This study uses a quantitative approach to test the hypotheses. A sample of 411 respondents was collected by online questionnaires in Indonesia. This study uses causal research design to determine cause-and-effect relationship between constructs. Further, SEM and bootstraping method are carried out to test the hypotheses and the mediating effect.. Findings – Brand name, Product quality, product design, promotion and brand loyalty have significant influence on repurchase intention. Moreover, all of product characteristics (brand name, product quality, product design and promotion) also have a significant influence on brand loyalty. In addition, all mediation effects of brand loyalty show supported results. Research Limitations - This research is limited the respondents only in Indonesia with Korean beauty product as an object. Practical implications – This study explains some practical directions for beauty product companies to do better marketing strategies. Beauty product enterprises should give priorities to brand name, product quality, product design and promotion as the basic factor influencing consumers to repurchase the product. On the other hand, a commitment to build a strong brand loyalty in consumers’ mind is a compulsary since it is a strong mediator. Once consumers are loyal to one brand, they will keep buying a same product from a same brand again and again. Originality/value – Limited studies have explored general constructs of repurchase intention related to Korean beauty product. This study produces better understanding about factors influencing Indonesian consumers’ repurchase intention of Korean beauty products. The influences of several variables such as brand name, product quality, product design, and promotion, on repurchase intention of Korean beauty products are the main focus of this study.
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