顧客特質對化妝品購買意願之影響 — 以客製化形式與程度為干擾變數

化妝品市場是對時尚最敏感的產業，隨著春夏秋冬的轉變，流行趨勢也大為不同。台灣民眾對化妝品消費穩定增加，年輕人的購買力也日趨增強，國內的化妝品市場持續成長。隨時代的變遷，生產產品方式已逐漸從生產者導向轉變為消費者導向，而消費者的自我意識與生活品質的提升，更希望得到能展現個人特色的商品，因此客製化也備受重視。然而，客製化商品也會採用自助技術，有的消費者是高科技的愛用者，有的卻很排斥，在競爭激烈的環境下，該如何做出差異化並抓住最新流行趨勢，以提供給消費者更好的選擇並滿足消費者的偏好，是化妝品產業重要的課題。因此，本研究探討顧客特質如何影響化妝品的購買意願，以及在客製化形式與程度調節之下，是否對於化妝品購買意願具干擾效果。本研究採用網路問卷進行資料蒐集，共回收有效問卷230份，並以PLS-SEM軟體作為統計分析之工具。問卷內容分為購買經驗、購買意願、顧客特質及基本資料四個部分，研究對象為有購買過化妝品並自行使用者，探討顧客特質、客製化形式與程度對化妝品購買意願之影響。研究結果顯示：（一）顧客特質對化妝品購買意願有顯著正向之影響；（二）客製化形式對顧客特質與購買意願的影響具有干擾效果；（三）客製化程度對顧客特質與購買意願的影響具有干擾效果。透過本研究結果，為企業提供實務上之建議，業主可以搭配活動或贈品誘因，藉由相關問卷或與消費者互動，掌握顧客特質的特性，進而為消費者打造獨特的差異化服務；再者，可以運用客製化商品的趨勢，讓消費者從喜歡變成需要，藉由大數據，根據消費者自身狀況，開發適合的客製化產品。

關鍵字

化妝品；客製化；顧客特質；購買意願

並列摘要

The market of cosmetics is the most sensitive industry for fashion, as the seasons change, fashion trends are also different. Taiwanese people have steadily increased the consumption of cosmetics, purchasing power of young people are also increasing, the cosmetic market of Taiwan is growing year by year. To accompany with times change, the way of producing products has gradually changed from producer orientation to customer orientation. Consumers’ self-consciousness and quality of life are improved, they are more eager to get products that show their personal characteristics so that customization is getting more and more attention. However, customized products are also adopted by self-service technology. Some consumers are high-tech users, others are repulsive. How to make difference and seize the latest trends in a highly competitive environment in order to provide consumers with better choice and consumer preference, is the important topic in the cosmetics industry. Thence, this research explore how consumer trait effect purchase intention of cosmetic products and whether purchase intention of cosmetic products will be interfered by form and degree of customization. The data of the research was collected by online research, recycling 230 valid responses and analyzed by PLS-SEM. The content of the questionnaire is divided into four parts: Purchase Experience、Purchase Intention、Consumer Trait and Basic Information. This research aims to see people who purchase cosmetic and use by themselves. The research’s result shows that (1)Consumer trait has significant positive impact on purchase intention. (2)The form of customization has interference effect on consumer trait and purchase intention. (3)The degree of customization has interference effect on consumer trait and purchase intention. Through the results of this study, This research provides practical advises for companies. Business owners can host event or reward incentive, master the characteristics of customer traits by filling in the relevant questionnaire or interact with consumers. In turn, create a unique differentiated service for consumers. Moreover, the trend of customized product has the advantage to drive consumer from “like it” to “need it”. Cosmetic industry can apply big data to customize the products for its customers.