女性生理用品之產品功能與品牌形象對購買意願之影響－以衛生棉為例

The Impact of Product Function and Brand Image of Female Physiological Products on Purchase Intention- Taking Sanitary Pads as an Example

林凌 ； 黃懷賢 ； 徐磊 ； 林于涵

《圖文傳播藝術學報》 2020 (2020/04) Pp. 247-253

摘要

隨著時代的演進，女性生理用品品牌推出不同系列的產品，消費者購買女性生理用品的影響因素為何是本研究欲探討的問題。本研究欲探討之問題為：品牌形象、產品功能如何影響消費者購買決策。本研究認為品牌形象及產品功能對消費者購買意願會產生顯著的影響。本研究以非隨機抽樣的方式進行樣本調查，並使用SPSS來進行問卷資料統計分析。經本研究發現：臺灣地區21～30歲區間的女性生理用品消費者對於購買衛生棉時，該衛生棉的產品功能以及品牌形象對購買行為都產生顯著性的影響。且經進一步驗證得知，品牌形象對購買意願的影響較產品功能大，廠商或可以考慮將品牌特性獨立出來，與其他品牌做區別，增加女性消費者的購買意願。

關鍵字

女性生理用品Feminine physiological thing ； 品牌形象brand image ； 產品功能product function, purchase wish ； 購買意願Feminine consumer behavior

並列摘要

Along with the time evolution, each brand promotes the different series. what makes the influence factor let consumer purchase the feminine physiological thing is what this research wants question of the discussion. How affects the consumer to purchase the decision-making. This research thought the brand image and the product function purchase the wish to the consumer to be able to have the remarkable influence. This research carries on the sample investigation by the non-random sampling way. Moreover, the questionnaire uses SPSS to carry on the questionnaire material statistical analysis. Further confirms knowing after this research, the brand image to purchases the wish the influence to compare the product function to be more, the manufacturer or may consider is independent the brand characteristic, makes the difference with other brands, increases the feminine consumer's purchase wish.