本研究主要探討醫美保養品品牌忠誠度、品牌聲譽、消費者知覺品質、消費者知覺價值、產品功效與顧客滿意度的相互關係。採用李克特7點量表問卷蒐集資料，再運用統計軟體SPSS進行分析。問卷發放途徑分為網路和現場，網路方面包含社群媒體及網路平台美妝版；現場則是消費者聚集處，包括百貨公司、火車站及藥妝店周邊。研究結果發現：(1)直接效果部分：品牌聲譽會顯著正向影響消費者知覺品質與消費者知覺價值；產品功效會顯著正向影響顧客滿意度；品牌聲譽、消費者知覺品質、消費者知覺價值、產品功效與顧客滿意度皆會顯著正向影響品牌忠誠度；(2)中介效果部分：消費者知覺品質與消費者知覺價值對品牌聲譽與品牌忠誠度的關係產生了部分中介的效果；滿意度對產品功效與品牌忠誠度的關係產生了完全中介的效果。在高級專櫃保養品與平價開架保養品之間，醫美保養品品牌面對的是一個競爭激烈的市場。了解市場消費者的態度，以及品牌忠誠形成的因素，將有助於保養品企業掌握市場行銷的對策與管理顧客關係的方式。

The purpose of this study mainly discusses the interrelationship between brand loyalty, brand reputation, customer perceived quality, customer perceived value, performance quality and customer satisfaction. After the data collection by using the Likert 7-point scale questionnaire, the study utilized statistical software SPSS for regression analysis. The distribution channels of the questionnaires are divided into online and on-site, including the beauty media version of social media platforms and the place where consumers gather, such as department stores, railway stations and drugstores. The results showed that: (1) in the direct effects, brand reputation has a significant positive effect on customer perceived quality and customer perceived value. Performance quality has a significant positive effect on customer satisfaction. Brand reputation, customer perceived quality, customer perceived value, performance quality, and customer satisfaction all have a significant positive effect on brand loyalty. (2)In the mediating effects, the relationship between brand reputation and brand loyalty is partially mediated by customer perceived quality and customer perceived value. The relationship between performance quality and brand loyalty is completely mediated by customer satisfaction. In the competitive market with high-level skin care product brands and affordable open-shelf type skin care product brands, cosmeceuticals brands face a fierce condition. Knowing the attitudes of consumers and the factors that affect brand loyalty will be helpful for the skin care product companies to master the strategies of marketing and to manage customer relationships.

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