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社群媒體參與積極程度對顧客品牌忠誠之影響: 顧客品牌知覺，顧客價格知覺與品牌形象中介研究

為了解決luxury marketing cou的問題，作者何樹堃 這樣論述：

社群媒體已經為相當成熟的資訊交流平台，有別於傳統媒體，社群媒體將不同種類的資訊加上人際互動完美結合。也因此社群媒體衍生出許多新型商業模式與成為商業經營上的工具，而社群媒體應用在行銷領域已經相當成熟。對於品牌管理以及行銷經理人，了解社群媒體使用者的使用習慣提升平台中顧客的品牌忠誠為相當重要的策略目的。 本研究旨在探討社群媒體使用者於社群媒體平台中與粉絲專頁互動的積極程度會不會提升或是降低在消費決策中的品牌知覺以及價格知覺。社群媒體使者在消費決策中成為顧客，但其在社群媒體接收的品牌以及商品資訊是否會因為其自身對於品牌的重視，或是對於商品價格的重視與更在意商品性價比進而會轉化或是削弱

對品牌的忠誠非常值得探討。最終目的使品牌管理決策者能夠更理解社群媒體使用者在使用社群平台後對初步消費決策的影響以及最終如何影響品牌忠誠。 本研究SmartPLS 3.0版本進行路徑分析得出結果如下: (1)社群媒體參與積極程度會正向影響顧客品牌知覺以及顧客價格知覺；(2)顧客品牌知覺會正向影響品牌形象與品牌忠誠；(3)顧客品牌知覺在社群媒體參與積極程度與品牌忠誠之間有中介效果；(4)品牌形象在顧客品牌知覺與品牌忠誠之間有中介效果。

The Impacts of Consumers’ External and Internal Factors on Make Up Artists’ Purchase Intention in Indonesia

為了解決luxury marketing cou的問題，作者Amelia Putri Triwibowo 這樣論述：

Make Up Artists become a promising profession in Indonesia because of the mushrooming beauty trend and demand from the market nowadays. Aside from the service from Make Up Artists, the cosmetic and beauty industry in Indonesia is also growing over the years. This phenomenon is a positive sign for m

arketers and service providers, specifically, Make Up Artists, to understand consumers' behavior to increase their benefit and advantage. Indonesia has many young and young-adult people who caught in beauty trend over the world that led to the increase of consumption to Make Up Artist.The increase o

f demand for Make Up Artist among young people could benefit those who want to enter the market and profession or those who already in the industry for the time being. This could allow them to understand more about factors that influence consumers to decide to hire Make Up Artists' service, so Make

Up Artists could improve their service quality and some important factors to consumers that increase their service demand. It is the reason for this study to investigate the impact of consumers’ external factors, which are personal brand image, perceived quality, word-of-mouth, price consciousness,

personal skill, and personal relationship, to consumers’ internal or psychological factors, which include consumers’ perception, attitudes, cognitive trust, and affective trust, toward purchase intention of Make Up Artists in Indonesia. A total of 275 respondents are obtained to be analyzed using SB

M SPSS with multiple regression method. The result showed that all external factors are influencing consumers’ perception. Other than that, perceived quality, personal skill, and personal relationship were influencing consumers’ attitudes. Perceived quality, word-of-mouth, price consciousness, perso

nal skill, and personal relationship are proven to influence cognitive trust. For affective trust, it is influenced by word-of-mouth, personal skill, and personal relationship. The result also indicates that consumers’ purchase intention mainly influenced by consumers’ cognitive trust in Make Up Art

ists.