台灣消費者個人護理產品與化妝品消費行為探討

化妝品和個人護理用品產業對近年來在亞洲蓬勃發展，縱使其他民生消費品市場呈現頹勢，化妝品和個人護理用品之市場仍舊逆勢成長。而歐洲作為多數化妝品品牌的主要輸出地區，該地區之消費者相較於亞洲更早開始採用化妝品。然而，由於地區及文化的差異，歐洲消費者對於化妝品的認知與期望有所不同。因此，了解歐洲消費者在化妝品和個人護理用品上選擇的考量因素對比台灣消費者的消費者行為分析，將有助於企業更精準地在台灣進行在地化的策略擬定，進而有效提供企業的商品銷量。本研究希望透過2017年由Third-i代表化妝品歐洲製作，“2017年消費者洞察”報告，根據該報告所設計的消費者行為問卷，於12月3日至16日利用網路、社群媒體等方式對台灣消費者進行隨機抽樣方式，共填寫1014份問卷，實際有效問卷為910份。研究結果發現：歐洲消費者相較台灣消費者重視個人護理產品及化妝品，特別是在口腔護理產品、身體護理產品、香水及護髮產品上、台灣消費者相較於歐洲消費者更加認為個人護理產品和化妝品能提高生活品質且他們所使用的個人護理產品和化妝品提高了他們的生活品質、台灣消費者相較於歐洲消費者更認為他們使用的個人護理產品和化妝品幫助他們建立自信、台灣消費者與歐洲消費者在購買評估數性考量之認知相同，皆認為產品品質與產品的功效在購買個人護理產品及化妝品為最首要的考量因素。

關鍵字

消費者行為；購買行為；生活型態變數；購買評估變數；資料尋求變數；人口統計變數

並列摘要

The cosmetics and personal care products industry has flourished in Asia in recent years. Even though other consumer goods market has shown a decline, the market for cosmetics and personal care products is still growing against the trend. Europe is the main exporter of most cosmetic brands, and consumers in the region have started using cosmetics earlier than in Asia. However, due to regional and cultural differences, European consumers have different perceptions and expectations about cosmetics. Therefore, understanding the choices of European consumers in cosmetics and personal care products compared to Taiwan consumers' consumer behavior analysis will help companies to more accurately develop localized strategies in Taiwan, and thus effectively provide enterprises with Product sales. This study hopes to use the “Consumer Insights 2017” report made by Third-i and according to the consumer behavior questionnaire designed by the report, this study used Internet and social media and randomly sampled Taiwanese consumers from December 3rd to 16th, gathered total 1011 questionnaires. The actual valid questionnaires were 910.The study found that European consumers value personal care products and cosmetics more compared to Taiwanese consumers, especially in oral care products, body care products, perfumes and hair care products. Compared with European consumers, Taiwanese consumers believe that personal care products and cosmetics can improve their quality of life and the personal care products and cosmetics they use can improve their quality of life. Besides, Taiwanese consumers believe that the personal care products and cosmetics they use help them build confidence. Taiwanese consumers and European consumers have the same perception of purchasing quantitative assessments. They believe that product quality and product efficacy are the most important considerations in the purchase of personal care products and cosmetics.