本研究旨在探討品牌形象、關係品質與知覺風險，對消費者於選購美髮沙龍之店販洗療護產品及造型產品之關聯性影響。經由相關文獻探討，研究目的如下： 1.探討美髮沙龍通路洗療護產品之產品形象與消費者知覺風險之關係； 2.探討美髮設計師之關係品質與消費者知覺風險之關係； 3.探討品牌形象、關係品質與知覺風險間之關係。 本研究主要以美髮美容院內之消費者為主要研究受測對象。本研究發放時間自2006年4月1日至5月15日，針對配合個案公司，位於台北市區內美髮沙龍，便利抽樣且隨機選擇正在美髮沙龍中消費的顧客作為問卷填答對象。共計發放405份問卷，共回收355份有效問卷，有效問卷率為87.65%。 研究發現消費者對美髮沙龍中所販售之洗/療/護產品，會因與髮型設計師間之關係品質高低，導致不同型態及程度之知覺風險差異；消費者於選擇美髮沙龍店販產品時，會因個人對產品品牌形象之重視程度差異，產生不同型態之知覺風險；與設計師間之關係品質高低，又會影響消費者對於象徵性、功能性、經驗性品及社會性等品牌形象之差異。消費者對美髮沙龍店販洗療護產品，確實受到品牌形象、知覺風險及與髮型設計師間之關係品質不同，而產生不同的關聯性影響。研究發現，消費者非常重視店販產品之品牌之象徵性形象、功能性形象、經驗性形象及社會性形象，而受訪者對店販產品之知覺風險值偏高，甚至偏向於高度不信任型。即使與髮型設計師呈現高度關係品質，對店販產品之知覺風險則又偏向於功能性及社會性知覺風險。 從實務觀點，建議美髮沙龍應多提供專業性諮詢與產品使用建議，藉以與一般開架式商品進行市場區隔；同時，以試用品或開瓶洗方式先讓消費者實際體驗，並予以詳細之產品成分、功能性，以及品牌來源等之解說，降低消費者對產品功能性及社會性等之知覺風險，才能建立良好與專業性之店販行銷形象，並與消費者建立良好且互信之關係基礎。 This study aims at investigating the relationships among brand image, relationship quality and perceived risk of consumers for S/R/T products in Hair Salon. A survey using a questionnaire was conducted on a target sample. The sample, active 355 of the 405 who responded were selected on the basis of the fact that they were consuming in hair salon from April 1 to May 30 2006, the effective questionnaire rate is 85.67%. This research also attempts to provide beneficial suggestions and implications for marketing practitioners. The results of the analysis are as follows: 1.The results indicate the brand’s image has a more specific influence on the customers’ perceptions of the S/R/T products on customer value. 2.Even having the best relationship quality between consumer and hairdresser, the functional image and abstract image are two major effected factors when the consumers are purchasing S/R/T products in hair salon. 3.Among the five dimensions identified, the risks of security, function, experience, financial, and symbolism had a positive impact on customers’ value and purchasing will. From real marketing point of view, the salon should provide a professional consultation and product using suggestion to differentiate from normal market product. At the same time, can provide the test sample or open watching for consumer’s taste and brief of the components, effective and the resource of brand to reduce the acknowledgement risk from customer. Then, could build up a good and professional marketing image and good relationship with customer.
