日本東京都男性保養品之消費行為研究

A Study on the Consumer Behavior of Men’s Skin Care in Tokyo

陳寬(Kuan Chen)

指導教授 ： 任燿廷

淡江大學/國際研究學院/亞洲研究所碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00330

摘要

本研究目的在探討日本東京都男性保養品的「消費行為」。以問卷調查方式，採「人口統計資料」為變數，探討不同年齡層、婚姻、學歷、職業與月收入等族群，在購買保養品的決策、使用後滿意度與忠誠度等方面的差異情形。此外，更進一步分析「購買決策」對滿意度及忠誠度的影響路徑，以及「滿意度」與「忠誠度」是否具因果關係等。
結果發現，不同人口統計變數男性，在保養品的購買決策、滿意度與忠誠度等方面，部分達顯著(p<0.05)差異水準，其中尤以年輕、已婚、高中職畢業學歷、學生與低收入等族群的認同度較高，可做為區隔市場的切入點。運用結構方程模式(SEM)分析發現，本研究男性保養品購買決策影響「滿意度」的調查資料，無法與理論模式契合，所以無法解釋其結果，但發現受訪者的購買決策顯著(p>0.05)且正向影響其「忠誠度」。以相對影響力而言，分量表「親友因素」的影響力遠超過「品質因素」。此外，SEM亦發現滿意度與忠誠度呈顯著（p>0.05）正向的因果關係，但滿意的顧客影響其忠誠度，不如忠誠的顧客影響其滿意度巨大。
本研究建議，相關業者從事日本市場男性保養品行銷活動時應重視不同人口統計變數族群的男性在購買決策、滿意度與忠誠度等方面的差異性，此「差異性」即是建立目標市場的重要依據。而且亦應善加運用購買決策對忠誠度的影響力，以及滿意度與忠誠度的因果關係，抓住忠誠顧客，以建立企業永續經營的目標。

關鍵字

男性 ； 保養品 ； 消費行為 ； 購買決策 ； 滿意度 ； 忠誠度 ； 結構方程模式

並列摘要

The purpose of this study is to investigate the “consumer behavior” of Tokyo Japan men’s skin care. Based on the methodology of questionnaire, by adopting “population statistics data” as a variable, to probe into various groups of age; marriage status; education; occupation and income, in decision making for purchasing personal care product and detecting after used the variation of satisfaction and loyalty. In addition, further examination in affection of “purchase decision making” toward the level of satisfaction and loyalty and the cause and effect relationship between “Satisfaction” and “Loyalty”.
The outcome released that different male population statistics variables in terms of skin care decision making, satisfaction and loyalty in the total-weight measurement and sub-weight measurement have 55 variables to be tested, in which 34 variables clearly shows (p<0.05) deviation level, other 21 variables indicate that not meet the standard. By adopting Structural Equation Modeling (SEM) discovers that the research data of male personal care purchase decision making affection in “Satisfaction” can not match with theoretical model, therefore can not explain the results, nevertheless, the finding indicates the purchasing decision of interviewees have clear positive affection toward the loyalty (p>0.05), based upon the weight of affection in mutual correspondence, Family/Friend factor in sub-measurement scale has large impact on purchase decision making other than loyalty. In terms of Loyalty in sub-measurement reveals that “Trust Factor” has better influence than “Brand Factor”. In addition, according to SEM also discovered that the”Satisfaction” and “Loyalty” have clear (p>0.05) positive relationship, however, Loyalty customer has greater impact on their satisfaction than satisfaction customer impacts on their loyalty.
The conclusion of this study recommends that disregard of marketing activities in Japan locally or international globally, which should focus on diversity of Tokyo population variables and the differences of” Identification Attitude” in personal care purchase decision making, satisfaction and loyalty, also carefully utilize the affection power of purchase decision making in loyalty and the relation between satisfaction and loyalty in order to tailor a better skin care product design, marketing plan and establishing target market, etc.

並列關鍵字

Male ； skin care ； consumer behavior ； purchase decision making ； satisfaction ； loyalty ； structural equation modeling

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