女性銀髮族化妝保養品消費行為之研究

隨著我國社會步入高齡化，銀髮族的市場需求越來越多，商家應該積極開發銀髮族消費市場，並為銀髮族提供產品與服務。國人對於消費產品的重視程度及消費型態產生相當大的改變，化妝保養品使用年齡層有擴大的跡象。本研究之對像是65歲以上的女性銀髮族，且曾經購買或使用過化妝保養品的銀髮族。本研究以E.K.B消費者行為模式作為觀念性架構，來探討女性銀髮族對化妝保養品之人口統計變數及生活型態變數是否與購買考慮因素有關。因為城鄉之間人口數之差別，而以分層隨機抽樣的方式進行調查。包括台北市、台北縣，台中市、台中縣，高雄市、高雄縣，資料分析部分以因素分析做資料縮減，之後以卡方檢定及變異數分析等方法檢定各項研究假設。研究結果發現女性銀髮族化妝保養品之人口統計變數及生活型態與購買考慮因素有關。實證結果如下：1.不同的人口統計變數及生活型態變數與購買考慮因素均有顯著差異。2.生活型態與購買考慮因素有顯著相關。

關鍵字

女性銀髮族；消費行為；生活型態變數；人口統計變數；購買考慮因素

並列摘要

This study focuses on the beauty and health science students use the dysmenorrheal, acupressure and massage effectiveness, the use of quasi-experimental research design (Quasi-experimental research design). Beauty and health of a College of the Southern Section sixty students study, randomly assigned into two groupings, the experimental group after the mining group pre-test teaching methods, teaching through the dysmenorrheal, acupressure and massage, in the groups after six weeks of teaching After the test execution, post-test given to fill out questionnaires. Fill in the control group given only the pre and post-test questionnaire, not given by the dysmenorrheal, acupressure and massage to teach the intervention. Study found that dysmenorrheal, acupressure and massage knowledge, attitudes, and behavior-related factors, the experimental group, no significant correlation part of the first test. While in the latter part of the knowledge test scores and attitude scores of significant, significant (two-tailed) 0.049 (p ＜0.05). Experimental group holds back the law and the massage after the guidance dysmenorrheal acupuncture point, increases to the knowledge the understanding, then influence manner. This research may refers as the teachers and students or of jobholders the cosmetology health care related, holds back the law and the massage by the guidance and the drilling dysmenorrheal acupuncture point, will promote its knowledge standard and to it manner.