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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 usa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.