未來研究方向之建議

依據本研究分析結果，導出以下的未來研究方向之建議。

本研究以國家形象與品牌形象來探討台灣女性消費者之購買意圖。在研究結果 中，國家形象對購買意圖的解釋力才達到28.7%，與品牌形象相比解釋力較低。所以後 讀研究者除了國家形象與品牌形象之外，可以考慮哪些因素會影響台灣女性消費者對 韓國化妝品之購買意圖，例如〆廣告模特兒、部落客的評論、口碑行銷等，可以試著 探討不同的變數是否會產生不同的結果。

另外，最近男性也講究外表，男性消費者在化妝品市場的需求逐漸增加，有些 品牌已經開始推出專門針對男性的化妝品。若後讀研究者以男性的樣本推論他們的看 法，進一步做到與女性消費者比較，一定會有助於化妝品廠商能夠了解其消費組群，

且化妝品廠商針對目標消費者建立較完美的行銷策略，而產出更多的利益。

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조정래.(2007). 브랜드이미지와 기업이미지가 구매의도에 미치는 영향에 관한 연 구 : 냉장고 제품을 중심으로The effect of brand image and corporate image on purchase intention （碩士論文）.高麗大學校 經營大學院〆行銷組.韓國 首爾.

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on Brand Image: A Comparative Analysis with Emphasis on Korean and Chinese University Students (博士論文).關東大學校 大學院 修理資訊學科. 韓國 江原道.

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한은경, &유재하. (2004). 소비자구매의도에영향을미치는기업평판요인에관한연구 -한국과일본의유제품기업을중심으로A Study on Corporate Reputation Factors to Influe nce the Purchasing Intention of Consumers - Based on Korean and Japanese Dairy Pr oducts Companies. 광고연구, 65, 127-146.

三、 中文文獻

陳建成, & 張維志. (民99). 品牌形象與購買意圖關係之研究-以促銷活動爲中介變項 A Study on the Relationship between Brand Image and Purchase Intention: The Mediating Effects of Sales Promotion. International Journal of Lisrel, 3(1), 1-17.

黃少章. (民99). 品牌形象, 品牌個性, 品牌態度, 品牌偏好與運動商品購買意圖關 係之研究The study of relational analysis of Brand Image, Brand Personality, Brand Attitude, Brand Preference and Sports Product Purchase Intention. 運動傳播學刊, (3), 130-148.

白滌清（譯）（民101）。消費者行為（Roger D. Blackwell, Paul W. Miniart, James F. engel， Pai Di-ching, Norjaya Mohd. Yasin, Wan Jooria Hood）。台北市〆新加坡商 聖智學習亞洲死人有限公司台灣分公司。

沈永正（民101）。消費者行為– 成功行銷的必備要素。台北市〆三民

林隆儀, &許慶珍. (民96). 參考群體與消費態度在消費動機對購買意圖影響的干擾效 果—以老年消費者購買保健食品為例. 行銷評論, 4(4), 421-448.

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鄭安欽, 劉春初, &陳欣君. (民100). 女性化妝品在品牌形象, 促銷方式與購買意願 關係之研究-以台灣和韓國品牌為例. 中州管理與人文科學叢刊, 1(1), 97-121.

劉麗惠 （ 民102.08 ） .美麗產業商機無限, 揮別代工 台商朝品牌路邁進.貿易Trade MAGAZINE 編號266. 60-63

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