泰國民眾對於日韓臉部保養品線上採購行為分析與探討

Online purchase behaviour analysis towards Japan and Korea’s facial skincare products in Thailand

魏凱蒂(Atidtaya Kittawong)

指導教授 ： 曹銳勤

淡江大學/商管學院/經營管理全英語碩士學位學程/碩士(2020年)

https://doi.org/10.6846/TKU.2020.00157

摘要

近年來，泰國美妝市場，尤其是臉部保養品的市場迅速發展，因為現在泰國的消費者特別重視自然美麗的外表，追求美麗從內而外顯示出來的理想。日本和韓國的臉部保養品在泰國保養品市場上很受泰國人的歡迎，並且在進口美妝市場裡非常有競爭力。由於這兩個國家製造的臉部保養品廣為人知並在泰國美妝市場上赫赫有名，因此很讓人懷疑泰國消費者如何判斷這兩國之間的臉部保養品，哪個值得下手，以及哪個國家的產品購買了會滿意，所以作著對這個話題很感興趣，並想針對泰國消費著對日韓臉部保養品的採購因素，尤其是在網路上採購的可能因素進行分析與探討。本研究的目的是可分析出哪些可能因素能狗有效地影響泰國消費著產生購買意願與滿意，尤其是在線上採購的情況下，以了解日本和韓國臉部保養品在泰國美妝市場的優點和缺點。此外，本研究還針對日本和韓國臉部保養品的消費滿意度進行比較，以分析出哪個國家在泰國消費著對臉部保養品的滿意度與信賴佔了更優勝的位子。本研究希望分析出來的結果能夠提供日韓臉部保養品牌更明確的發展方向，以能夠為了獲得泰國消費著的滿意與購買意願而部屬更有效的品牌策略。
本研究以便利抽樣方式發放線上問卷，收集到438位泰國消費者樣本的答复後，使用 “社會科學統計軟件包”針對人口統計數據和滿意度結果進行了分析。這項研究的結果表明，情感因素，品牌形象和口碑因素有效地影響泰國消費著對日本臉部保養品的滿意，而泰國消費著僅對韓國臉部保養品的品牌形象感到滿意。但是，探討到線上採購的消費著行為，泰國消費者更喜歡在線上購買韓國臉部保養品，因為它們具有便利性，多種選擇和親民的價格，而泰國消費者僅只因為親民價格的因素才會在線上購買日本臉部保養品。

關鍵字

臉部保養品 ； 線上採購行為 ； 情感因素 ； 喜愛的代言人 ； 包裝 ； 感人故事 ； 自豪感 ； 品牌形象 ； 使用功效 ； 價格 ； 行銷方法 ； 口碑 ； Youtubers的評論 ； 使用著的評論

並列摘要

In recent years, the beauty market in Thailand has grown rapidly especially in the market of facial skincare products as the demand to have an attractive appearance of natural beauty from the inside out among Thai consumers continuously increase. Japan and Korea facial skincare products are popular among Thai consumers and are very competitive in the imported beauty market. As the facial skincare products which are manufactured from these two countries are well-known and are favourite in Thai market, it is interesting to analyse the factors that are able to satisfy Thai consumers to purchase facial skincare products of these two countries, especially in the context of online purchase behaviour. Moreover, the study also aims to compare the strength and popularity of the products from these two countries in order to provide a recommendation for skincare brands from Japan and Korea to perform the proper business strategy to acquire purchase satisfaction from Thai consumers.
An online questionnaire was shared based on convenience sampling method to collect the responses from Thai samples. 438 responses of Thai consumers had been collected, and analysed the demographic data and the result of satisfaction by using the Statistical Package for the Social Sciences program.
The findings of this study reveal that Thai consumers are satisfied to purchase Japan facial skincare products by the influence of emotional factors, brand’s image, and word of mouth, while Korea facial skincare products are satisfied only in terms of brand’s image. However, Thai consumers prefer purchasing Korea facial skincare products online because of the convenience, various choices, and affordable price, while Thai consumers purchase Japan facial skincare products online only because of the affordable price.

並列關鍵字

facial skincare products ； online purchase behaviour ； emotional factors ； favourite presenters ； packaging ； aspirational story ； sense of pride ； brand’s image ； functional benefit ； price ； promotion ； word of mouth ； review from Youtubers ； review from users

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