Product quality is regarded as one of the most important factors that consumers consider while purchasing products. However, contrary to objective quality, perceived product quality includes consumer&#039 / s judgment about the overall superiority or excellence of a product. This study mainly concentrates on the relationship between product appearance and perceived product quality especially for durable goods. The definitions of product quality and perceived product quality are reviewed to explain different dimensions of perceived product quality. Product appearance and the importance of product appearance are explained to reveal the relationship between the consumer and the appearance of the product. Four types of information communicated through the appearance are revealed: aesthetic information, symbolic information, functional information and ergonomic information. In the field study, how these four types of information communicated by the product appearance influence the consumers&rsquo / quality perception is questioned through a quantitative study. Conducted with 100 participants, the results of the questionnaire shows that the appearance influences quality perception in various stages of consumer/product context for durable goods. At the end of the study, it is observed that aesthetic, functional and ergonomic information directly influence consumer&rsquo / s quality perception / wheras, the influence of symbolic information on the perceived quality is found to be limited and indirect.

Na última década fenômenos advindos da globalização, dos avanços tecnológicos e de transporte que provocaram mudanças nas operações, nos processos e em gestão impulsionando as indústrias procuram ferramentas de melhoria continua e qualidade. Como resposta surge processos e ferramentas da qualidade no sistema produtivo da empresa introduzindo métodos e estratégias que possibilitem desenvolver essas atividades. Dentro desse contexto é necessário desenvolver um planejamento de melhoria, sugerindo correções e assessorando as tomadas de decisões. Mas, como a empresa Têxtil de pequeno porte pode garantir um sistema de gestão compatível com suas necessidades de controle, utilizando-se de politicas e práticas que assegurarem a qualidade dos produtos? O objetivo da pesquisa é identificar práticas adequadas para implantar um sistema de gestão da qualidade e de usar ferramentas para garantir a melhoria dos processos têxteis, sugerindo novas estratégias metodológicas que contribuam para auxiliar o desenvolvimento em empresas de pequeno porte. Para verificar se os controles da empresa dão suporte para a implantação do sistema de gestão da qualidade foi efetuada avaliação, analisee acompanhamento em todos os setores. / In the last decade phenomena arising from globalization, technological advances and transport that caused changes in operations, processes and management tools boosting industries seeking continuous improvement and quality. In response emerges processes and quality tools in the production system of the company introducing methods and develop strategies that enable these activities. Within this context it is necessary to develop a plan for improvement, suggesting corrections and assisting decision making. But as the company Textiles small can ensure a management system compatible with their needs for control, using the policies and practices that ensure the quality of products? The objective of the research is to identify appropriate practices for deploying a system of quality management and use of tools to ensure the improvement of textile processes, suggesting new methodological strategies that contribute to aid development in small businesses. To verify that the controls of the company to support the implementation of quality management system was conducted assessment, analysis and monitoring in all sectors.

Na última década fenômenos advindos da globalização, dos avanços tecnológicos e de transporte que provocaram mudanças nas operações, nos processos e em gestão impulsionando as indústrias procuram ferramentas de melhoria continua e qualidade. Como resposta surge processos e ferramentas da qualidade no sistema produtivo da empresa introduzindo métodos e estratégias que possibilitem desenvolver essas atividades. Dentro desse contexto é necessário desenvolver um planejamento de melhoria, sugerindo correções e assessorando as tomadas de decisões. Mas, como a empresa Têxtil de pequeno porte pode garantir um sistema de gestão compatível com suas necessidades de controle, utilizando-se de politicas e práticas que assegurarem a qualidade dos produtos? O objetivo da pesquisa é identificar práticas adequadas para implantar um sistema de gestão da qualidade e de usar ferramentas para garantir a melhoria dos processos têxteis, sugerindo novas estratégias metodológicas que contribuam para auxiliar o desenvolvimento em empresas de pequeno porte. Para verificar se os controles da empresa dão suporte para a implantação do sistema de gestão da qualidade foi efetuada avaliação, analisee acompanhamento em todos os setores. / In the last decade phenomena arising from globalization, technological advances and transport that caused changes in operations, processes and management tools boosting industries seeking continuous improvement and quality. In response emerges processes and quality tools in the production system of the company introducing methods and develop strategies that enable these activities. Within this context it is necessary to develop a plan for improvement, suggesting corrections and assisting decision making. But as the company Textiles small can ensure a management system compatible with their needs for control, using the policies and practices that ensure the quality of products? The objective of the research is to identify appropriate practices for deploying a system of quality management and use of tools to ensure the improvement of textile processes, suggesting new methodological strategies that contribute to aid development in small businesses. To verify that the controls of the company to support the implementation of quality management system was conducted assessment, analysis and monitoring in all sectors.

在Web2.0的浪潮下，網路購物者越來越習慣主動搜尋商品資訊、發表產品心得。2007年資策會的調查顯示，有八成的網友在購物前會先上網瀏覽商品評鑑、七成以上的網友會受到部落格評價或評比影響購物意願。這證明了網路口碑深深影響消費者的購物行為，身為網路商店的經營者，不可不重視這股影響力。 對於網路化妝品商店來說，其所販售的產品屬於經驗性商品，消費者在無法透過實體商店進行試用的情況下，相當依賴網路口碑了解產品資訊與效果；此點從國內最大的口碑社群網站 「FashionGuide」與「UrCosme」皆以化妝品使用心得為討論主題即可窺知。並且，觀察到國內網路化妝品網站多半設計有「使用心得分享」的機制，顯示大部分的業者都認為在網路上放上使用者的心得，將對於產品銷售有所助益。 以上可知，網路口碑對於消費者的購買決策具有相當的影響力，並已逐漸被應用在網路商店的經營上。然而國內外針對網路口碑的研究多半偏重在消費者行為方面，從企業觀點看待網路口碑管理的相關研究非常少數。本研究試圖探索網路化妝品商店進行網路口碑管理之動機與作法，提供實務上與學術上的貢獻。 本研究的研究問題有四：1.網路化妝品商店進行網路口碑管理的動機為何？2.網路化妝品商店如何監視網路口碑？ 3.網路化妝品商店如何回應網路口碑？4.網路化妝品商店如何促進網路口碑傳播？ 透過深度訪談三家國內網路化妝品業者，並配合相關的次集資料蒐集與整理，本研究獲得以下主要結論：1.網路化妝品商店進行網路口碑管理的動機為獲知市場資訊與提升品牌認同感。2.網路化妝品商店利用美容討論網站與品牌網站監視網路口碑，根據細節內容界定其參考價值。3.網路化妝品商店會選擇性回應負面網路口碑；回應重點為情緒安撫、表示負責。4.網路化妝品商店藉由「心得分享」式顧客推薦方案、美容知識傳遞與促銷活動促進網路口碑傳播。5.網路化妝品商店所設計的網路口碑回應機制，有助於網路口碑監視與傳播促進。 在網路口碑管理理論方面，本研究的主要貢獻有三：1.彌補網路口碑回應與傳播促進的研究缺口。2.提供網路口碑管理研究者模型修定之考量。3.發現網路口碑與傳統行銷廣告的新關聯性。 / Entering Web 2.0, online shoppers are more used to search product information before purchasing and share their comments after shopping. The MIC survey indicates that over 70% of online shoppers will explore the comments of others before purchasing and be affected. This shows that electronic Word-of-Mouth (eWOM) has a great influence on customers’ purchasing decision and worthy watching. Cosmetic in online stores could not be trail before purchasing, which is contrary to its experice quality product characters and lead to the booming of cosmetic community sites. In addition, many of the online cosmetic websites include the function called “True Story” to encourage customers share their experiences after using products, which means online cosmetic stores already know the power of eWOM and start to apply it in business operation. Even the influence and application of eWOM are already been proven, there are only still little researches relate to eWOM management. This study built a systematic structure to find the motivation and process for eWOM management of online cosmetic stores, tried to identify the context of this vague but important issue. The study aims to investigate the following questions: 1. What are the motivations for online cosmetics stores to manage eWOM? 2. How do they monitor eWOM? 3. How do they respond to eWOM? 4. How do they disseminate eWOM? Through interviewed three online cosmetic stores in Taiwan and applied secondary data analysis, the preliminary research findings include: 1. The motivations to manage eWOM for online cosmetic stores are collecting market information and building brand trust. 2. Online cosmetic stores take advantage of cosmetic community sites and official websites to monitor eWOM, identify the importance of eWOM by the detail descriptions. 3. Online cosmetic stores will optionally respond to negative eWOM to pacify and show the sense of responsibility. 4. Online cosmetic stores apply customer referral program, beauty knowledge conveying and promotion activities to increase the positive eWOM. 5. The respond mechanisms in online cosmetic websites also contribute to monitor and dissemination of eWOM. The study also contributed to the eWOM management theory by: 1. Supplement to the lack of eWOM respond and dissemination mechanisms. 2. Provide new references for eWOM management model revising. 3. Found the new relationship between eWOM and traditional marketing communication tools.