台南市精油消費者行為之研究

精油在過去一直是皇室貴族專享的奢侈品，但現在已被廣泛應用於各類保養品和日常用品中，加上受到網路、電視媒體、報章雜誌等傳媒資訊的影響，使得精油產品更廣為人知也頗受歡迎，然而每位消費者對精油的消費習慣皆不相同，因而引發本研究之研究動機。本研究旨在瞭解精油消費者行為之現況，並探討消費者不同的特性與精油消費者行為間是否存有關聯性。以台南地區15歲以上民眾為對象，定點於某百貨公司採取便利抽樣的方式進行問卷調查，共計發放250份問卷，回收有效問卷223份，有效回收率為89.2%。並利用SPSS12.0版軟體進行問卷資料的統計及分析。經研究後歸納出以下結論：消費者的性別、年齡、婚姻狀況、職業與精油消費者行為存有顯著關聯性。

關鍵字

精油；消費者行為；關聯性

並列摘要

The Essential oil has been the luxury goods and special for the imperial family aristocrats in the past, but it has been widely applied in the different care products and daily supplies/items, in addition, the Essential oil products are widely popular because of the influences from the information of internet, television media, newspapers and magazines. However, consumer normally has own habit to use Essential oil, thus initiates the research motivation for this research. The aim of this research is want to understand the consumer behavior on Essential oil usage, and discusses the relatedness of the consumer' different characteristic and the behavior. The survey targets population above 15 years old in Tainan area. Convenience sampling was used as the sampling method in this case to do the questionnaire survey in the department store. The total amount of questionnaire is 250 and had 223 effective samples; the effective returns-ratio is 89.2%. The SPSS12.0 version software was utilized to do the statistics and the analysis of questionnaire material. After this study, the conclusion can be summarized: there is a significantly relation between the gender, the age, the marriage status, the occupation of the consumer and the behavior of Essential oil consumer.