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線上線下通路的感官刺激對法國醫美保養品的購買意願及品牌態度探討：以台灣市場為例

為了解決NBA Store Australia的問題，作者鄒曉彤 這樣論述：

According to Statista, the cosmetics market in Taiwan has a gradual growth rate since 2015 and predicted to reach 57.4 billion Taiwanese dollars (approximately 1.9 billion USD) in 2020. While sensory stimuli have been considered the important factor to interact with cosmetics, the impact of sensory

stimuli through Online-offline (O2O) channels on purchase intention and brand attitude of French medicated cosmetics in Taiwan has remained unknown.The study aims to investigate the sensory stimulus applied to O2O channels that influences the purchase intention and brand attitude among Taiwanese co

nsumers. Apart from that, brand experience has been identified with five aspects, from sensorial, affective, behavioral, intellectual, and social perspectives. Also, whether brand experience plays a mediating role between sensory stimulus and purchase intention/brand attitude in O2O channels. Regres

sion analysis is conducted to understand the relationships between multiple variables at a certain time. Also, purposive sampling is used to ensure experiencing medicated cosmetics. 365 participants aged between 25 to 50 years old were collected to test the hypothesis. The finding of the study indic

ates that sensory stimuli both have a significantly positive impact on purchase intention and brand attitude of French medicated cosmetics through O2O channels in Taiwan, also, brand experience has a mediation effect on both dependent variables, which are purchase intention and brand attitude.

北京國安隊球迷球隊認同對購買意願影響之研究

為了解決NBA Store Australia的問題，作者單宗鵬 這樣論述：

運動消費行為的一個重要研究方向是球隊認同，實證研究結果也發現球隊認同會影響球迷購買意願和消費行為。本研究旨在探討北京國安隊球迷球隊認同對購買意願之影響關係。以北京國安隊球迷為研究對象，採用問卷調查法，共取得400份有效問卷。根據所得資料，利用描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關及多元迴歸進行分析，經由討論，得出以下結論：一、北京國安隊球迷以19-30歲年輕男性族群為主，婚姻狀況以未婚為主。二、北京國安隊球迷球隊認同現況整體呈正向三、北京國安隊球迷購買意願現況整體呈正向四、不同人口統計變項之北京國安隊球迷在球隊認同存在顯著差異五、不同人口統計變項之北京國安隊球迷在購買意

願存在顯著差異六、北京國安隊球迷球隊認同對其購買意願具有正向預測力關鍵詞：北京國安隊球迷、球隊認同、購買意願