女性消費者購買開架式臉部保養品之決策因素研究

A Study of Decision Factors of the Female Customers Purchase Open-Shelf Type Facial Care Products

李建豐(ChienFeng, Lee)

指導教授 ： 夏康寧

元智大學/管理學院/管理碩士在職專班/碩士(2011年)

摘要

近年來消費者購買臉部保養品的通路選擇及使用習慣上出現了改變，除了景氣變化因素之外，專櫃品牌的迷思也逐漸被打破，而開架式通路市場也變成了廠商兵家必爭之地。而消費便利及平價策略更成為改變消費習慣的主要幕後推手，因此業者廠商如何掌握消費者動向、市場趨勢並投其所好，即為本研究之重點，可提供廠商在產品及策略規劃上之依據。
本研究之目的為分析影響女性消費者在購買藥妝店開架式臉部美容保養品之決策影響因素。採用網路問卷發放方式，共回收275份問卷，有效問卷為271份。所蒐集之資料以SPSS套裝統計資料軟體進行統計分析。
研究結果顯示受訪者的年齡主要集中在24~35歲間（72.3%）的受試者，其次為36~45歲間（15.1%）的受試者；教育程度分布最多的為大學專科（66.8%），其次為碩士程度（17.3%）；每季花在保養品的預算以1,001~3,000元（47.6%）為最多，其次是3,001~5,000元（21.8%）；每季購買開架式臉部保養品的次數分布最多的為1~3次（88.6%）。且將消費者購買開架式臉部保養品的因素分為五大構面：「價格」、「品牌知名度」、「包裝精美度」、「通路形象」及「網路口碑」。在「通路形象」構面的得分最高（平均數=3.77），其次為「網路口碑」（平均數=3.75），而以「包裝精美度」的得分最低（平均數=3.36）。
教育程度為大學專科以下的受試者，其中有約63%的受試者認為品牌知名度在購買保養品或選擇產品時較沒有影響。而教育程度為碩士學歷的受試者，有高達59.6%的受試者很在意品牌的知名度。高達91.2%的受試者每一季會購買開架式保養品的次數為4次以下。而這些受試者在購買或選擇保養品時，約有48%的受試者較注重保養品包裝精美的程度。另外，購買次數為五次的受試者，約有60%的受試者表示在購買或選擇保養品時，不會在意保養品的包裝精美程度。
而在價格重要性選擇「非常同意」之受訪者，有60.0%表示在選擇購買開架式臉部保養品的原因中，會特別考慮價格是否合理。而在價格重要性選擇「不同意」之受訪者，有57.1%表示在選擇購買開架式臉部保養品的原因中，會特別考慮保養品的口碑介紹。
本研究依上述研究結果提出相關建議，以做為業者廠商在產品行銷及策略上之參考。

關鍵字

開架式 ； 女性消費者 ； 臉部保養品

並列摘要

In recent years, the customers are changing the channel selection and use habits of the facial skin care products, in addition to economic variables, the customers brand myths have gradually disappeared, and open-shelf type market has become a battleground of all manufacturers. The consumer convenience and affordable strategies are the main driving force to change consumer habits, so this research will focus on how the manufacturers to understand customer trends、market trends and ingratiate the market, that can provide the products and strategic planning basis of manufacturers.
The purpose of this study was to analyze the Decision Factors of the Female Customers Purchase Open-Shelf Type Facial Care Products. The way on using Internet questionnaires, 275 questionnaires were returned, 271 valid questionnaires. The collected data was used on SPSS statistical software for analysis.
The results showed that the age of the respondents mainly between the ages of 24 and 35 (72.3%) of the subjects, followed by between 36 and 45 years old (15.1%) subjects; education specialist for the University district with the largest ( 66.8%), followed by master's degree (17.3%); quarterly budget spent on skin care products to 1,001 ~ 3,000 (47.6%) were the most, followed by 3,001 ~ 5,000 (21.8%); quarterly purchase of open-frame face Distribution of the Department of the number of skin care products for a maximum of 3 times (88.6%). And the consumers to buy open-shelf type facial care products are divided into five dimensions of factors: the "price", "brand awareness", "packaged quality", "channel image" and "Internet reputation." In the "channel image" dimension of the highest scores (mean = 3.77), followed by "reputation" (mean = 3.75), while "packaged quality" the lowest score (mean = 3.36).
Education specialist for the University the following subjects, of which about 63% of the subjects that the brand awareness of skin care products or choose to purchase more products not affected. The education level of the subjects for the master's degree, up to 59.6% of the subjects are concerned about brand awareness. Up to 91.2% of the subjects will buy each season the number of open-shelf skin care products is 4 times less. These subjects were selected in the purchase or skin care products, about 48% of the subjects more emphasis on the extent of skin care products packaged. In addition, the purchase is five times the number of subjects, about 60% of the subjects indicated in the purchase or select skin care products, they do not care about skin care products packaged level.
The importance of choice in the price of "strongly agree" the respondents, 60.0% indicated that they choose to buy open-shelf type causes facial skin care products, will consider whether the price is reasonable. The importance of choice in the price of "no" of the respondents, 57.1% indicated that they choose to buy open-shelf type causes of facial skin care products, skin care products will give special consideration to the reputation of introduction.
The results of this study to provide the suggestions to the manufacturers for making the marketing and strategy plan.

並列關鍵字

open-shelf type ； female consumers ； facial skin care products

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