手工香皂產品認知屬性、知覺價值及價格敏感度關係之研究

A Study on the Relationship between Cognitive Attribute, Perceived Value and Price Sensitivity of Handmade Soap

林瑩昭(Ying-Chao Lin) ； 周雅卿(Ya-Ching Chou)

《休閒事業研究》 18卷1期 (2020/03) Pp. 1-18

https://doi.org/10.6746/LIR.202003_18(1).0001

摘要

由於環保意識抬頭，綠色商品逐漸受到重視，手工香皂在台灣如雨後春筍般蓬勃發展，每年創造數億的商機。目的：為了解手工香皂的消費情況，消費者的認知與價格的相關性，方法：本研究採問卷調查法，施測對象為南部地區某百貨公司之手工香皂專櫃消費者，共發放350份問卷，有效問卷332份，有效率為95%。研究方法以SPSS 12.0進行資料分析。研究結果顯示：1.手工皂消費者「產品屬性」對「價格敏感度」具有顯著負相關，結果為部分成立，其中手工皂消費者對於品質屬性方面越認同時，價格敏感度反而會降低；在功能屬性方面沒有顯著相關；而在行銷屬性方面越認同時，價格敏感度也會相對提升，代表消費者對於價格方面的資訊也會更在意；2.手工皂消費者「知覺價值」對「價格敏感度」具有顯著正相關，結果為部分成立，其中手工皂消費者對於知覺價值的「實用性價值」沒有顯著相關；而在「情感性價值」有顯著正相關。亦即當手工皂消費者對於情感性價值方面增加時，價格敏感度也會增加；3.手工皂消費者「產品屬性」對「知覺價值」具有顯著正相關，結果為部分成立；其中影響知覺價值的重要因素為實用性價值，其次為情感性價值；而影響產品屬性的重要因素為品質屬性，依序為功能屬性及行銷屬性；4.個人背景變項對價格敏感度的關係如下：（1）不同性別、婚姻狀況的手工皂消費者對「理性價格敏感度」及「感性價格敏感度」方面均沒有顯著差異；（2）不同教育程度、年齡、收入、家庭成員人數的手工皂消費者對「感性價格敏感度」方面有顯著差異；而在「理性價格敏感度」方面均沒有顯著差異。

關鍵字

手工皂專櫃 ； 消費者 ； 產品 ； 行銷

並列摘要

In recent years, due to the rising awareness of environmental protection, green goods have gradually received attention. Handmade soaps are booming in Taiwan, creating hundreds of millions of business opportunities each year. In order to understand the consumption of hand-made soap, this study used a questionnaire survey method. The target of the survey was a hand-washed soap shop floor customer from a department store in the southern region. A total of 350 questionnaires were distributed and 332 valid questionnaires were obtained. The availability rate was 95%. The research method was analyzed by SPSS 12.0. The results of the study show that: 1. The ＂product attribute＂ of the handmade soap consumer has a significant negative correlation with ＂price sensitivity＂, and the result is partially established. The more the manual soap consumer agrees with the quality attribute, the lower the price sensitivity will be; in terms of functional attributes There is no significant correlation; when the marketing property is more recognized, the price sensitivity will be relatively higher, and the consumer will be more concerned about the price information. 2. The ＂perceived value＂ of the handmade soap consumers has a significant positive correlation with ＂price sensitivity＂. The result is partially established, in which the handmade soap consumers have no significant correlation with the ＂practical value＂ factor of perceived value; There is a significant positive correlation between the ＂value＂ factors. That is, when the handmade soap consumer increases in emotional value, the price sensitivity will also increase. 3.The ＂product attribute＂ of the handmade soap consumer has a significant positive correlation with the ＂perceived value＂, and the result is partially established; the important factor affecting the perceived value is the practical value, followed by the emotional value; and the important factors affecting the product attribute. For quality attributes, in order, functional attributes and marketing attributes. 4.The relationship between personal background variables and price sensitivity is as follows: (1) Handmade soap consumers of different genders and marital status have no significant differences in ＂reasonable price sensitivity＂ and ＂perceptual price sensitivity＂; (2) Consumers of handmade soaps with different levels of education, age, income, and family members have significant differences in ＂sensitivity price sensitivity＂; there is no significant difference in ＂rational price sensitivity＂.

並列關鍵字

handmade soap shop ； consumer ； product ； marketing