百貨公司化粧品專櫃再購行為之研究

A Study of Consumers' Repurchase Behavior of Cosmetics Brand Located in the Department Stores

吳佩玲(Pei-Ling Wu)

《建國科大學報》 28卷2期 (2009/01) Pp. 33-51

https://doi.org/10.6995/JCTU.200901.0033

摘要

本研究運用問卷調查方式，以百貨公司化粧品專櫃的女性消費者為便利抽樣之研究對象，目的在於探討再購行為之差異情況。運用次數、百分比、因素分析、獨立樣本t檢定、一因子多變量變異數分析所得資料。結果顯示31-40歲的消費者在「服務人員」與「產品功能」顯著優於41-50歲的消費者，大專院校教育程度在「服務人員」與「促銷折扣」顯著優於高中職以下與碩士以上之消費者，商業與自由業的消費者較注重「服務人員」、「購買環境」、「促銷折扣」、「產品功能」與「品牌形象」，月收入30,001-50,000元的消費者在「服務人員」與「產品功能」顯著優於30,000元以下、50,001-70,000元與70,001元以上的消費者。中部的消費者在「服務人員」、「產品功能」與「品牌形象」顯著優於北部與南部的消費者。建議各百貨公司美容化粧品專櫃服務人員以顧客關係管理之方式建立行銷資料庫、營造寬廣的販售櫃檯與消費者試用的區域、適度的促銷折扣、強調產品功能與塑造品牌形象，提升消費者的再購意願。

關鍵字

百貨公司化粧品專櫃 ； 再購行為

並列摘要

In the surveys of this study, convenient sampling was employed among female consumers of cosmetic brands stationed in the department stores in order to discuss the differences of their repurchase behavior. Analysis methods, such as frequency, percentage, factor analysis, t-test and ONE-WAY MANOVA were operated for data processing. The results indicated that consumers at the age of 31-40 were significantly superior to consumers at the age of 41-50 in respect of ”service sales” and ”product effect”; consumers with college graduate were significantly superior to consumers with senior high school or below and graduate school education background in respect of ”service sales” and ”promotion discount”; consumers working in business industry and the freelanced paid more attention on ”service sales”, ”environment”, ”promotion discount”, ”product effect” and ”brand image”; consumers whose monthly income between NT$30,001 to 50,000 were significantly greater than consumers whose monthly income less than NT$30,000, between NT$50,001 to 70,000 and more than NT$70,001 with regards to ”service sales” and ”product effect”; consumers from the area of the middle of Taiwan were significantly superior to consumers in the Northern and Southern of Taiwan in respect of ”service sales”, ”product effect” and ”brand image”. It is suggested that the service sales/staff of each cosmetic brand stationed in department stores establish marketing database in the basis of customer relationship management, create bright sales counter and tidy testing area for consumers, give consumers highlights on product effect and dedicate on brand image maintaining in order to increase consumers' repurchase willingness.

並列關鍵字

Cosmetic brand located in department store ； repurchase behavior