指甲彩繪的消費型態研究

本研究旨在探討指甲彩繪的消費型態，主要目的為：瞭解指甲彩繪者人口統計變項與消費型態的關聯性。利用便利抽樣法，自屏東和台南地區10間指甲彩繪實體店面選取共115位女性為研究對象（平均年齡為27.67 ± 6.66歲）。徵求同意後，讓其填寫人口統計變項及指甲彩繪消費型態問卷，並將回收問卷以列聯相關進行資料處理。結果發現：教育程度與消費次數及消費金額存在顯著的關聯；工作狀態與消費次數、消費項目及消費金額存在顯著的關聯；職業類別與消費理由及消費項目存在顯著的關聯；婚姻狀況與消費次數及消費項目存在顯著的關聯；每月收入與消費項目及消費金額存在顯著的關聯。結論指出：指甲彩繪消費型態確實與人口統計變項有關聯存在，業者可針對消費人口的特性設計不同指甲彩繪內容，以提高消費者的消費動機及興趣。

關鍵字

指甲彩繪；消費習慣；消費經驗

並列摘要

This study was designed to investigate the consumption patterns of nail art. The main purpose is to understand the association of nail art demographic variables and consumption patterns. The researcher selecting totally 115 women for the study from 10 nail art stores in Pingtung and Tainan area (average age 27.66 ± 6.66) and used the convenience sampling method for this research. After getting the agreement, the 115 women filled out the demographic variables and nail art consumption patterns questionnaire, and then the researcher collected the questionnaires and analyzed the data. The results showed that there is a significant association of education with consumption frequency and amount of consumption; there is a significant relevance among working conditions, consumption frequency, consumption items and amount of consumption. It’s significantly associated between the occupational categories with consumption reasons and consumption items; there is a significant association of marital status with consumption frequency and consumption items; monthly income significantly associated with consumption items and amount of consumption. The conclusion of this research shows that there is a link between nail art consumption patterns and demographic variables indeed. Thus, the people working in the nail industry can design the product based on the characteristics of consumers to promote their motivation and interest.