銀髮族美妝保養消費行為之研究

隨著生活水準提升及國人平均年齡步入高齡化，越來越多銀髮族開始重視保養，希望保有比實際年齡看來更年輕的外表，使得產業積極開發銀髮族消費市場，為銀髮族提供產品與服務，發展銀髮族群使用的美容保養品，已經成為美容市場的一個潛在的未來主流。本研究先透過問卷調查，了解銀髮族對美容保養品的需求，依問卷結果顯示，得知銀髮族對於選擇美容保養品的考慮因素，有「品牌」、「通路」、「產品」等三大構面，及六項評估項目，進而影響他們對美容保養品的購買意願。繼而應用敘述統計法，進行專業評估，以分析銀髮族群對美容保養品需求，並作一致性的檢定。根據研究顯示，在化妝保養品三大構面中，銀髮族最重視的是產品功效，其次為品牌知名度與通路，此成果能協助，國內美容保養品的研發，及銷售人員了解銀髮族美容保養品的需求，並作為其制定行銷決策的參考。

關鍵字

銀髮族；美容保養品；行銷策略

並列摘要

With the living standards and the average age of people rising up, more seniors are starting to focus on cosmetic products, because they wish to keep the looking younger than it actual age. So the industries are moving up to developing senior market, and produce product and services. Developing senior cosmetology care products have become a potential market in the future mainstream. Therefore, the study first step is through the questionnaire survey to understand senior need for cosmetology care products. According to questionnaires results shows, the selections are established and obtained senior consideration of beauty products-there are ＂brand＂, ＂path＂, ＂products＂ three dimensions, and six assessment projects, thereby affecting their willingness to buy cosmetology care products. Then we can apply application of narrative statistics to conduct professional assessment to analyze the demand for senior groups on beauty care products, and does the consistency check as follow up. According to studies, the cosmetic products during three main dimensions, senior are more attached to product efficacy, followed by brand awareness and path, the results of the research can assist the domestic cosmetology care products, and sales personal to understand the demand of senior in cosmetic care products, and as a reference to the development of marketing strategies.