消費者行為隨著消費環境的改變而改變,隨著近十年來網路購物的發達與多元,消費者在網路上可購買的商品也越來越多元,其購買行為也越趨複雜。本研究以數位時代在2011年票選出之網路美妝保養品第一名品牌-ERH公司作為研究個案,以EKB消費者行為決策模式與焦點團體法對ERH之美妝保養品消費者進行訪談資料收集,再以內容分析法從訪談逐字稿中萃取出網購美妝保養品消費者在EKB消費者行為決策模式中之決策因素,這些因素主要被分成五個階段:「需求確認」、「資訊搜尋」、「選擇評估」、「購買階段」與「購後行為」,結果說明各個階段中之消費者購買決策因素,最後依照研究結果提出以研究貢獻與實務上之管理意涵: 以下為研究貢獻與實務管理意涵: 1. 類醫學美容成為美容保養品趨勢,美妝保養品業可與醫療機構合作發展。 2. 網購美妝保養品消費者習慣上網搜尋部落格資訊,美妝保養品業者可建立官方部落格,以期滿足消費者對美妝保養品的資訊需求。 3. 贈送美妝保養品給親朋好友已成美妝保養品消費者行為之一,美妝保養品公司可透過贈送試用品給消費者來推廣品牌。
Consumer behavior changes with the changing of the environment. Over the past decade, the Internet shopping got development and diversification, consumers can buy more and more diverse goods on the Internet, and their buying behavior gets more and more complex. This study takes ERH company as case study. ERH is voted number one online cosmetics brand by Business Next in 2011. The study interviewed the consumers of ERH by Focus Group and EKB consumer behavior decision model. Extracting consumer online buying decision factor form verbatim by content analysis. These factors are divided into five parts which are "need recognition", "search for information", "alternative evaluation", "purchase" and "behavior after purchasing". The result illustrated that the facts of purchasing decision and process in every single stage in EKB consumer behavior decision model. The result also provided study contributions and practical management meaning. The study contributions and practical management meaning are: 1. Cosmeceuticals becomes the trend of cosmetics, cosmetics company could cooperate with medical institute. 2. Online buying cosmetics consumer used to search information on the internet blog, cosmetics company could create company blog for meeting the consumer demands of cosmetics information. 3. Giving cosmetics to friend as a present has been one kind of behavior of consumer behavior, cosmetics company could promote brand by giving trail product to consumer.