探討消費者對於自創品牌彩妝之購買行為

近數十年來，國人對美妝的重視程度逐漸提高，加上消費能力提升，使彩妝產業顯著成長。在此期間，隨著零售通路與社群媒體的快速發展，使得自創品牌彩妝藉由網路行銷方式而蓬勃發展。再加上關鍵意見領袖(KOL)手法的興起，提升自創品牌曝光度與消費者信任感，進而影響消費者的購買決策。由於現今的消費者對自創品牌的接受度逐步提升，因此，本研究將探討消費者購買動機與行為，並分析影響因素及消費習慣。本研究聚焦於網路銷售環境，透過問卷調查分析影響消費者選擇自創品牌彩妝的關鍵因素，包括品牌形象、產品屬性、價格敏感度及社群媒體影響力。研究結果顯示，關鍵意見領袖的推薦與網路口碑對消費者購買意願具有顯著影響。透過本文的研究結果，期望可供品牌制定行銷策略時參考，以因應市場需求變化。

關鍵字

社群媒體；自創品牌；消費者行為；消費者購買意願；關鍵意見領袖

並列摘要

In recent decades, the increasing emphasis on beauty and cosmetics, along with rising consumer purchasing power, has led to significant growth in the cosmetics industry. During this period, the rapid expansion of retail channels and social media has facilitated the development of self-created cosmetic brands through online marketing strategies. Furthermore, the rise of key opinion leader(KOL) marketing has enhanced brand exposure and consumer trust, ultimately influencing consumer purchasing decisions. As modern consumers gradually become more receptive to self-created brands, this study aims to explore consumer purchasing motivations and behaviors while analyzing key influencing factors and consumption habits. This study focuses on the online retail environment and employs a questionnaire survey to examine the critical factors influencing consumer choices regarding self-created cosmetic brands. These factors include brand image, product attributes, price sensitivity, and the impact of social media. The results indicate that KOL recommendations and online word-of-mouth significantly affect consumers’ purchase intentions. The findings of this study are expected to provide valuable insights for brands in formulating marketing strategies to respond to evolving market demands.