女性嬰兒潮世代美容保養品涉入程度對購買決策過程影響之研究

A Study on the Influence of the Involvement of Facial Care Products of Female Baby Boomers on the Purchase Decision-making Process

林妙姿(Miao-Tzu Lin) ； 張杏翎(Hsing-Ling Chuang)

《創思學刊》 34期 (2015/10) Pp. 21-48

摘要

隨著嬰兒潮世代逐漸退休，高齡人口大增，美容保養品市場需求大幅提升，高齡者將成為消費市場的重要客群。本研究探討人口變數及涉入程度對消費者購買決策過程之影響，以立意抽樣方式，調查1946~1964年出生，目前50~68歲的女性，採用涉入量表、E.K.B購買決策模式分析女性嬰兒潮世代在美容保養品市場中的需求問題、資訊收集、方案評估、方案選擇與購後結果之決策過程，問卷之有效回收率96.3%。研究結果發現：一、人口統計變數的「居住地」、「婚姻狀況」、「教育程度」在購買決策過程中皆達顯著差異；南部受試者在資訊收集、方案評估、方案選擇及購後結果比中部重視、北部受試者在方案選擇及方案評估比中部重視；未婚者及碩博士族群較重視購買決策過程。二、不同涉入程度在購買決策過程的五個階段皆達顯著差異；研究結果提供美容保養品業者擬訂行銷策略之建議。

關鍵字

涉入程度 ； 購買決策 ； 嬰兒潮世代

並列摘要

Along with the retirement of the baby boomer generation and the increase of the aging population, the demands for care products have been dramatically increased. The elderly will become the dominant customers in the consumer market. This study investigates the influence of demographic variables and the involvement of consumers on the purchase decision-making process with purposive sampling among the female born between 1946-1964 and currently at the age of 50-68 years old. The Involvement Inventory Scale and E.K.B. Purchase Decision-making Model are adopted to analyze those processes related to the demand issues, data collection, program evaluation, program selection, and after purchase evaluation. The valid response rate of questionnaire reached to 96.3%. Research results show that: 1. There has been significance among demographic variables including ＂residential location,＂ ＂marital status,＂ and ＂educational background＂ during the purchase decision-making process. Subjects in Southern Taiwan are more concerned of data collection, program evaluation, program selection, and after purchase evaluation than those in Central Taiwan while subjects in Northern Taiwan are more concerned in program selection and program evaluation than those in Central Taiwan. Subjects who are single and have MA or PhD degrees care more about the purchase decision-making process. 2. In the five phases of the purchase decision-making process, different involvement levels all reach to significance. The said research results provide suggestions for the care product industry to enact marketing strategies.

並列關鍵字

Involvement Degree ； Purchasing Decisions ； Baby Boomers