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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AD NBA - PTT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.

台灣與南韓國家競爭優勢之比較研究:以電子競技產業為例

為了解決AD NBA - PTT的問題，作者李彤嫣 這樣論述：

摘 要本論文旨在嘗試將Porter的國家競爭優勢理論與電子競技產業進行結合。論文的研究對象，除了選擇該產業中發展最為純熟的南韓來做為檢驗對象外，也將台灣的發展情勢予以檢視，目的是藉此了解彼此各自的競爭優勢條件和發展特色。除此之外，亦參酌韓國經驗與鑽石理論的策略應用，來評估我國電競產業發展的可行淺見，希冀能為國家產業發展的學術研究領域提供不同的分析視野。根據整體研究所獲之研究發現：一、韓國電競產業當前以國際化做為發展標的，且產業政策規劃已趨近成熟；台灣電競產業則進入中期發展階段，期望產業開始回收市場投入成本。但未來市場內需不足、新遊戲的威脅、政府與媒體的部分仍為其挑戰；二、台灣電競產業發展雖然

較晚，卻能在「生產要素」與「企業策略、產業結構、同業競爭」此兩大要素與南韓平分秋色，且全球競爭力指數(GCI)中的效能增進與創新兩項皆優於韓國的環境。而韓國的競爭優勢則在於政府積極的態度、資源集中投入、執行績效與政策的詳細程度；三、鑽石理論在經由產業性質差異的調整之後，亦能發揮透視整體電競產業鏈研究的分析與解釋能力，且其理論內涵與策略應用至今仍具參考價值。