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東南亞消費者對可持續有機保養品購買和支付更多費用的意願之研究

為了解決McKinsey digital tra的問題，作者陳榮美 這樣論述：

Southeast Asia has been considered as a new land of opportunity that has a lot of room for growth in the beauty and personal care market. Even after Covid-19 struck, the sales in both Indonesia and Vietnam increased through digital sales. This means Indonesia and Vietnam have promising market pros

pects for sustainable organic skincare. The research study was conducted by including two groups, a total of 239 valid responses were collected from the control group, whereas 309 valid responses were collected from the experimental group. Structural Equation Model (SEM) was employed to analyze the

data using SPSS AMOS. The results showed beauty and environmental consciousness, as well as attitude and perceived value as mediating variables playing an important role in the purchase of organic skincare products in Indonesia and Vietnam. In addition, this study also found that green messages that

trigger consumer beauty, health, and environmental consciousness can lead to positive consumer behavior toward sustainable organic skincare products.

運用大數據精準行銷提升數位銀行顧客忠誠度績效

為了解決McKinsey digital tra的問題，作者林千鈺 這樣論述：

本研究動機為現今數位銀行林立，每家銀行都在尋找客戶，本研究目的運用大數據精準行銷找到提升顧客使用數位銀行意願的關鍵因素，供銀行作為改善數位銀行的參考，藉此建立起顧客忠誠度。本研究以社會交換理論作為理論基礎，以科技接受模型作為研究方法模型，並透過線上問卷方式收集資料，採用敘述統計及迴歸分析進行資料分析與研究。經研究發現提升顧客使用數位銀行意願以數位銀行所帶來的愉悅性最為顯著，本研究貢獻為透過精準行銷分析銀行可以著重讓客戶使用數位銀行時感到新奇有趣，以增加顧客與數位銀行的互動，便可強化客戶的忠誠度，進而為公司帶來實質且長久的營運利潤績效。