指甲彩繪消費者行為模式之研究

本研究旨在探討指甲彩繪的消費行為模式，主要目的在考驗消費價值觀、心理認同及消費行為的線性結構關係。利用便利抽樣法自屏東地區十間指甲彩繪實體店面選取研究對象，共365位成年女性，平均年齡為27.99 (SD=7.21) 歲；徵求同意後，讓研究對象完成指甲彩繪消費者行為問卷的填寫，將收集資料以結構方程模式進行處理。結果顯示：消費價值觀、心理認同及指甲彩繪消費行為線性結構關係是成立的。當中，消費價值觀可以直接正向的影響心理認同及指甲彩繪消費行為，而心理認同亦可直接正向的影響指甲彩繪消費行為；透過心理認同，消費價值觀可以間接正向的影響指甲彩繪消費行為。結論指出：若要增加消費者指甲彩繪的次數及花費金額，必須告訴指甲彩繪目的及用途，讓其在心理認同下，提升消費的意願。

關鍵字

指甲彩繪；消費文化；消費行為

並列摘要

The study explores the consumer behaviors' patterns for the purpose to examine the linear structural relationships among consumers' viewpoints of evaluation and cognition with consumer behaviors. The study adopts Convenience Sampling method to select 10 nail-design shops in Pingtung area. The total amount of effective questionnaire in this survey is 365 of adult females, and the average age is 27.99 (SD= 7.21). The customers who agree with the survey fill the questionnaire after their completion of nail design-painting. The structural equation modeling was utilized to do the statistics and the analysis of the questionnaire. The results find 1. the consumer value and cognition are related with consumer behavior under linear structural analysis 2. consumer value could positively affect consumer cognition and behavior 3. psychological cognition could have positive effect on consumer behavior directly, while cognition affects consumer behavior indirectly. The conclusion is for the sake of leveling-up the sales volume, it is necessary to communicate with the customer about the reason and purpose of nail design-painting to establish the customer's cognition.