男性臉部保養品購買涉入對顧客價值與消費者購買決策影響之研究

A Study of How Purchase Involvement Affects Customer Value and Consumers’ Purchase Decision Making Behavior for Male Facial Care Product

葉俐均(Li-Chun Yeh)

指導教授 ： 張俊惠

淡江大學/商學院/國際企業學系碩士在職專班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00817

摘要

現今的消費者對於延緩衰老及常保青春等美容保養議題相當重視，不論是女性亦或是男性，越來越多人有購買美容產品來維持美麗的習慣，在此風氣之下，使得化妝品相關產業在近年來有著大幅度的成長，儘管2008年第三季後遭遇全球經濟環境的嚴重衰退，但全球化妝品市場之需求仍然快速增長。尤其在男性臉部保養品市場的商機更是大有可為。2010年《GQ》雜誌跟東方快線合作進行全省網路調查，有關男士護膚的市調報告指出：台灣有91％的男性開始注意面子問題。而個人的決策行為常會受到很多因素的影響，如外在環境因素或個人因素即有很大的差異，其中產品涉入程度就是很重要的干擾因素。本研究將利用Zaichkowsky學者的PII量表，來衝量男性保養品市場的涉入程度，以探討不同的涉入程度與購買決策行為的關係以及對其顧客價值的影響。參考許多學者對顧客價值之定義與分類，作為問卷設計之依據。以男性保養品使用者為研究對象，以紙本與網路問卷發放方式。最終以327份有效問卷，進行相關的統計分析。

研究結果與發現，高涉入群比低涉入群不論在購買決策過程，或是在追尋的臉部保養顧客價值都反應出更強烈的重視程度，甚至在購買臉部保養品的消費實力都比低涉入群明顯的高出許多。所以建議，在廠商有限資源的情況下，可優先針對高涉入群組進行相關策略之制定。

關鍵字

男性保養市場 ； 涉入程度 ； 顧客價值 ； 購買決策

並列摘要

Nowadays, many customers are very concerned about how to keep beauty and postpone senility, Regardlss of either gender, more and more people are used to purchase Cosmetology product in order to maintain their younghood. Under this circumstance, the cosmetic industry has been vigorously developed in recent years. In spite of the global economic recession after Q3 , 2008, the cosmetic industry around the world is still in fast growth. Particularly, the market of men’s maintenance is much more potential. In 2010, GQ magazine conducted a internet survey in Taiwan which revealed 91% of male customers in Taiwan pay close attention to their face. However, an individual’s decision-making behavior will be affected by many factors, including environmental factors and individual factors, Among which, product involvement degree is the key disturbance factor. This research uses Zaichkowsky’s PII (Personal involvement Inventory)meter to measure the involvement degree of male cosmetics market, and to further discuss the corelation between different involvement degree and purchase decision making behavior, and its influence to customer value.
The questionnaire, recovered 327, is designed according to scholars’ definition and classification to customer value, and delivered via the internet and by paper-and-pencil.
The research concludes that high involvement group pays more attention on decision-making and customer-value than low involvement group.. In addition, purchase strength of high involvement grouop is much stronger than low involvement group. In that, this research suggests that under limited resource, a corporation must focus on high involvement group for further strategy-making.
Key word: men’s maintenance market, involvement degree, customer value, purchase decision making

並列關鍵字

Men’s maintenance market ； Involvement degree ； Customer value ； Purchase decision making

參考文獻

楊曉惠（2006），男性臉部保養品之消費者生活型態區隔研究，中原大學，商業設計研究所碩士論文。

江郁芳(1998)，兩極化與多元性購物決策之研究，元智大學管理研究所碩士論文

劉育昌（2006），男性購買保養品之決策行為探討，國立成功大學，企業管理學糸所碩士論文。

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