女性面膜消費者偏好之研究

為暸解女性面膜消費的偏好情形，本研究以有購買及使用面膜經驗的台灣成年女性為抽樣之母體，依專業判斷進行立意抽樣，共計回收有效問卷78份。回收的資料經次數分配、相對次數、集群分析、聯合分析及複選題分析後得到下列數項結果：一、整體而言，受訪者對功能和價位的重視程度超過通路且最偏好（保濕、中價位、藥妝店）的消費組合。二、消費偏好在不同背景者間有顯著差異。美妝專業族群最重視功能；最不偏好（抗老、中價位、購物網站）的消費組合。一般消費族群最重視價位；最不偏好（美白、高價位、購物網站）的消費組合。三、我的美麗日記品牌接受度最高且與其他熱銷品牌之間有顯著之差異。

關鍵字

面膜；消費者偏好；集群分析；聯合分析

並列摘要

In order to explore the consumer preference for Female Facial Mask Products, questionnaire survey had been conducted on Taiwanese women with experience in purchasing facial mask. Responses of 78 female adult selected by judgement sampling were statistically analyzed by frequency and relative frequency distributions, cluster analysis, conjoint analysis, and multiple response analysis. The result shows that: 1. Overall, the respondents prefer functionality and price rather than marketing channel, and the most preferred combination was the consumption for moisturizing products, reasonable pricing and cosmetic stores. 2. Consumer preferences are different between two groups of different background. The group of professional consumers (ie. Beauticians, make-up artist, etc.) base their consumption on the features of the products and less preferred the combination is 「anti-aging, resonable pricing, online shopping」. The other group of general consumers (ie. Students, office ladies, etc.) base their consumption on the price of the products and less preferred the combination is「whitening, expensive pricing, online shopping」. 3. 'My Beauty Diary' is the most recognized facial mask brand. Above average than other famous or even new brands in terms of branding.