隨著時代變遷及流行趨勢，促使國人越來越重視本身肌膚的問題，各式各樣的保養品如雨後春筍般增加，片狀面膜在全球以及台灣市場銷量也是年年遞增。然而消費者在做出購買決策時，往往無法事先預知其購買產品的好壞，因此消費者會藉由其他資訊，如品牌形象、產品保證與網路口碑來判對其欲購買之產品品質。在過往的文獻中，多為品牌形象、產品保證與網路口碑對購買意願的影響，本研究將探討品牌形象、產品保證與網路口碑是否會影響消費者的知覺價值進而影響購買意願。並進一步探討知覺價值是否會在品牌形象、產品保證與網路口碑與購買意願間具有中介效果。而在過往的面膜研究中，多為針對開架式面膜，或是無區分面膜來源，故本研究將深入探討開架式面膜與專櫃面膜的差異，並探討消費者在選購不同面膜時，是否存在差異。以及探討消費者在選擇面膜產品時，是否受到品牌形象、產品保證與網路口碑的影響並進而影響知覺價值而做出購買決策。
根據研究結果顯示，品牌形象、正面網路口碑與產品保證對知覺價值存在正向影響效果。在全部樣本與開架式樣本中，知覺價值在購買意願與品牌形象、正面口碑以及產品保證間具有部分中介效果；在專櫃樣本中，知覺價值在購買意願與品牌形象、正面口碑以及產品保證間具有完全中介效果，表示消費者在購買專櫃面膜時，受到知覺價值的影響更為強烈。而針對面膜樣本來源探討結果，發現消費者在選購不同面膜時，對品牌形象以及知覺價值的感受有顯著的不同，且開架式面膜與專櫃面膜在各變數對於知覺價值提升的效果，亦有所不同，表示消費者對於不同的面膜，所重視的因素確實存在差異。故企業可針對不同的面膜來源，設計不同的策略，以更貼近消費者需求，進而提升其購買意願。

Nowadays, more and more people pay attention to their own skin problems, therefore more and more kinds of skin care products show up and the masks in the global and Taiwan market sales are increasing year after year. However, when consumers make a purchase decision, they often can’t know the quality before they buy it. So consumers will use other information to determine the quality. This research will use Open-shelf Mask and Counter Mask two kinds of samples. To determine whether when consumers choice different kind of mask products will be affect by the brand image, product warranty and e-WOM. And thus affect the perceived value and purchase decisions. Moreover, discuss whether it has any different selection factors between two kinds of mask.
According to the results, brand image, positive e-WOM and product warranty have positive effect on perceived value. And perceived value also has positive effect on purchase intention. In all samples and open-shelf samples have part of the mediating effect of the perceived value between the purchase intention and brand image, e-WOM and product warranty. And in special counter samples have complete mediating effect. Means that counter masks will be more affect by perceived value. Also when consumer chooses different mask, they will have different feeling about brand image and perceived value. Different masks samples have different level of positive effect on perceive value. It means that consumer have different considerations when they buy different kinds of mask. So companies can design different strategies for different kinds of mask to increase consumers’ purchase intention.

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