意見領袖對消費者購買行為之影響-以化妝保養品為例

How Consumers' Are Affected by Opinion Leadership -Take Cosmetic Products as Example

彭莉芬(LI-FEN PENG)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200774

摘要

化妝保養品產業是一種與美麗相關的傳統產業，結合理性高科技與感性虛幻美學、成為多采多姿之精密化學工業，而其特徵在於低污染、高附加價值、重視形象與品牌的產業；Cosmetic Sector Analysis (2009 – 2012)分析指出，現今的化妝不再只是禮儀，更是追逐流行意識的呈現，伴隨著電視、網路媒體等大眾傳播系統，不斷散佈美麗流行訊息，無形中反應女性對於完美外貌的慾望，並強化國人對於保養的認知與需求。在現今的情況是，過去被認為是奢侈品的化妝保養品已變成日常生活的一部分，全球需求量不斷的成長，消費值也持續成長，化妝保養品已是女性在日常生活中不可或缺的必需品。
本研究以意見領袖為干擾變數，生活型態及人口統計變數為主要變數，並以E-K-B消費者行為模式中的資訊尋求、購買管道、購買金額、使用時間等變數作為消費行為之敘述，分析意見領袖對消費者受的影響。共發放470份問卷，實際有效回收問卷為453份。
研究結果發現：各種類型的消費者在購買化妝保養品上，在購買種類、購買頻率、購買金額、購買資訊來源、購買通路皆有顯著差異；並且在購買種類、購買資訊來源、購買通路上受到意見領袖的影響達顯著差異。並且將生活型態進行集群分析，分為五種類型的消費者，發現不同生活型態的消費者在購買化妝保養品的種類、頻率及購買通路會有顯著差異。

關鍵字

購買行為 ； 意見領袖 ； 人口統計變數 ； 化妝保養品 ； 生活型態

並列摘要

Cosmetic products industry is a traditional business combining high technology and sensational beauty, which presents a versatile precision chemical industry. The vivid characters are based on its low-pollution, high value-added, unique image and brand. Cosmetic Sector Analysis (200-2012) points out that making up is no longer out of etiquette but also for a fashion pursue. Through broadcasting by television, Internet media and all kinds of advertisement spread the importance of taking good care of our own skins, increasing women’s desire to become more and more beautiful and enhance the basic knowledge and needs of cosmetic products. Nowadays, those which once be seemed as luxury cosmetic products have become part of women’s daily maintenance. Following by the growing demands of cosmetic globally and the increasing consumption value, cosmetic products has become an essential to women’s everyday life.
The research takes opinion leadership to be the moderating, lifestyle and demographic variables to be the main variables. Also we adopt variables as seeking information, purchase channel, purchase amounts, time of use etc. of E-B-K consumer behavior mode to describe buying behavior, and analyze the effect that the opinion leadership has brought to consumers. We totally release 470 questionnaires, and 453 were effective.
The following study shows that in all kinds of purchasing on cosmetic products, there is significant difference amongst purchase types, purchase frequency, purchase amounts, purchase information source, and purchase channel; and within the result, by the effect of opinion leadership, there is significant difference among purchase types, purchase information source, and purchase channel. We continue in analyzing consumers’ lifestyle and find out that there are five types of them, and there is a significant difference in purchase types, frequency, and channel over distinct lifestyle.

並列關鍵字

lifestyle ； demographic variables ； purchase behavior ； opinion leadership ； cosmetic products

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