台灣開架美妝產業中，消費者熟悉的開架美妝品牌約有10~20種，各品牌產品及通路的差異日漸縮小，因此品牌在越來越競爭的市場中，如何在消費者心中建立一個獨特的地位，對於品牌的經營者越來越重要。其中一個連接消費者與品牌間關係的方法為建立鮮明的品牌個性，當消費者知覺品牌之品牌個性與其人格特質相符時，會對品牌產生情感上的連結，進一步增加其購買意願。
本研究針對開架美妝產業的三個品牌：Nature &Co、MAYBELLINE及OLAY進行消費者行為的分析。以消費者的人格特質、品牌個性及購買意願作為主要變數，以自尊感及公眾自我意識為干擾變數，探討干擾變數的影響。以發放網路問卷的方式，共蒐集549個樣本，利用SPSS17.0及AMOS5.0來進行統計驗證。結論發現自尊感可以加強消費者人格特質及相對應品牌個性之品牌的購買意願，而公眾自我意識則會降低消費者人格特質及相對應品牌個性之品牌的購買意願。最後給予管理實務上的建議及未來研究的建議。

Creating a unique impression in consumer’s mind is a key branding issue in today’s marketing world. One way to accomplish this is to match the brand’s personality with the consumer’s self. Connecting the brand and consumer’s actual self can make consumer feel touched with the brand. On the basis of study of 3 mass merchandiser level’s cosmetics brands (evaluated by 549 consumers), we show that the implications of personality traits for consumer’s purchase intention are complex and differ by consumer’s fitness of personality traits with brand personality. We also find self-esteem increases the positive impact of personality traits and purchase intention of corresponding brand personality and public self-consciousness decrease the positive impact of personality traits and purchase intention of corresponding brand personality. In the end, we discuss important managerial and academic implications of these findings.

一、中文部分
柯玥寧(2011)，化妝品市場今年衝1,100億元，經濟日報
吳萬益 (2000)，企業研究方法，台北：華泰圖書出版公司
二、網站
E-ICP東方消費者行銷資料庫(2010)
尼爾森全球消費者線上調查(2007)
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