目前韓國化妝品對台灣市場的出口量與出口金額日益成長，且台灣女性消費者對韓國化妝品之需求也持續增加。因此本研究目的為了解台灣女性消費者對韓國國家形象與韓國化妝品之品牌形象的想法，且以韓國化妝品來，主要探討韓國國家形象與韓國化妝品之品牌形象與台灣女性消費者購買意圖之影響關係。此外，採用便利抽樣之方式針對台灣女性消費者進行網路問卷調查。總共回收504份問卷，有效問卷為481，針對其有效問卷進行統計分析，透過信度分析、相關分析、迴歸分析以及階層迴歸分析驗證本研究的假設。本研究實證研究發現如下：
第一、台灣女性消費者針對韓國國家形象與韓國化妝品之品牌形象，正面的想法居多。
第二、韓國國家形象對台灣女性消費者購買意圖有正向影響。
第三、韓國國家形象對韓國化妝品之品牌形象有正向影響。
第四、韓國化妝品之品牌形象對台灣女性消費者購買意圖有正向影響。
第五、韓國國家形象透過韓國化妝品之品牌形象的中介影響，進而對台灣女性消費者購買意圖有正向影響。
依據上述的實證研究發現，了解台灣女性消費者之購買意圖，建立有效的行銷策略有助於韓國化妝品廠商在台灣市場持續發展。

A Study on the Influence of Country Image and Brand Image on Female Consumer’s Purchase Intention – The Case of Korean Cosmetics

Recently, Imported Korean cosmetics to Taiwan has been growing significantly and Taiwanese female consumers’ demand for Korean cosmetics continues to steadily increase. The main purpose of this study is to understand consumer’s perception of Korea and Korean cosmetic brand images. This study also investigates the relationships between the perception of Korea, Korean cosmetic brand images, and consumer’s purchase intention (refers as “purchase intention” for short in the following). This study adopts convenience sampling method by collecting samples online. Our test subjects are Taiwanese female consumers. A total of 504 samples was collected, with 481 valid questionnaires. This study applies reliability analysis, correlation analysis, regression analysis and hierarchical regression analysis to examine the hypotheses.
The findings suggest that Taiwanese consumer’s perception of Korea and Koreans cosmetics brand image are mostly positive. The perception of Korea is found to positively effect Korean cosmetics as well consumer’s purchase intention. Korean cosmetic brand images in turn, can contribute to an increase in more favourable Taiwanese female consumer’s purchase intention. The findings also confirms the significant mediating effect of Korean cosmetics brand image which partially mediates the positive effect of Korea’s country image on Taiwanese female consumers’ purchase intention.
Further researches in the future base on the findings of this study may suggest more effective marketing strategies for exporting Korean cosmetics to the Taiwanese market.

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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：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：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.

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

網路新聞

문정원(2013.10.31). 2014년 화장품 수출, "수입규모 넘어선다". 뷰티한국. 取自 http://beauty.hankooki.com/news/articleView.html?idxno=14209

參考網站

進出口貿易統計（KOREA CUSTOMS SERVICE） : www.customs.go.kr/stats

中華民國統計資訊網：http://www.stat.gov.tw/mp.asp?mp=4

KOTRA TAIWAN : http://www.kotra.or.kr/KBC/taipei/KTMIUI010M.html

Innisfree：https://www.facebook.com/innisfreetaiwan?fref=ts
THE FACE SHOP：https://www.facebook.com/thefaceshoptw?fref=ts
Innisfree：http://www.innisfree.co.kr/
TONYMOLY：http://www.etonymoly.com/
THE FACE SHOP：http://www.thefaceshop.com/
ETUDE HOUSE：http://www.etude.co.kr/
SKINFOOD：http://www.theskinfood.com/
NATURE REPUBLIC：www.naturerepublic.com
too cool for school：http://www.toocoolforschool.com/