男性臉部保養品之消費者生活型態區隔研究

A Study of Life Style Segmentation of Male Facial Skin Care Products’ Users

楊曉惠(Hsiao-Hui Yang)

指導教授 ： 吳鼎武 ； 王如鈺

中原大學/設計學院/商業設計學系/碩士(2006年)

https://doi.org/10.6840/CYCU.2006.00438

摘要

伴隨著社會風氣的開放，男性對於使用保養化妝品的觀念日益普及，使男性購買及使用保養化妝品的比率逐年增加。有鑒於男性保養化妝品市場的崛起，而針對男性保養化妝品消費者相關研究為數較少的前提之下，遂選定以男性臉部保養品消費者為研究對象，以了解男性臉部保養品不同的消費型態。
本研究以15-45歲的男性臉部保養品消費者為研究對象，採便利抽樣方式進行網路問卷施測，問卷內容涵蓋四個部分，分別是：男性臉部保養品購買及使用行為、產品屬性重視程度量表、生活型態量表以及人口統計變數。回收有效問卷共計381份。研究萃取出六個生活型態因素，分別是愛好保養因素、社交活躍因素、積極進取因素、流行時髦因素、熱愛運動因素以及害羞內斂因素，進一步透過集群分析將男性臉部保養品消費者區分成四個消費族群區隔，分別是「流行時髦，愛好保養」群、「積極踏實，熱愛運動」群、「社交活躍，享受休閒」群以及「保守平實，精打細算」群，各區隔在各生活型態因素上皆有顯著差異。人口統計變數部分僅在年齡、職業上有顯著差異，針對臉部保養品購買及使用行為方面，各生活型態區隔在主要購買地點、單次購買金額、主要產品訊息來源方面皆達顯著差異。至於產品屬性重視程度部分，各區隔之消費者在產品特性因素、廣告行銷因素以及品牌包裝因素的重視程度上也有顯著差異產生。
此外，研究發現男性消費者較注重的產品屬性為功效明顯、適合膚質以及價格合理。主要購買地點集中在藥妝店、百貨公司專櫃、超市/軍公教福利中心。主要產品訊息來源多為親朋好友推薦、書報雜誌、電視，以及賣場展示陳列。

關鍵字

市場區隔 ； 男性臉部保養品 ； 生活型態

並列摘要

The male skin care market is on the increase, and there are more and more men starting to use male skin care products. So it becomes important to understand what men want and like when they are buying those products. Therefore, the main purpose of this study is to find out what men concern about when they purchase facial skin care products and their consumption behavior. Moreover, this study uses life style as variable to segment male consumers into different consumption groups.

The results show that male facial skin care products’ users can be divided into four types. The first type is those who love to use skin care products and have great interest on them. Besides they are also more fashionable. The second type is sporty guys; they show less desire to use skin care products. The third one are the so-called “social animals“, they love to make friends and want to be in the spotlight among a group of people. So they like to use skin care products to make themselves attractive. The final one is those who are shy and conservative, they don’t show strong need of facial skin care products, all they want is cleaning. The four segments show differences in age and occupation. As for other consumption behavior, the four groups also show great diversities.

As regards the overall consumers’ behavior, evidence shows that men emphasize on product efficiency, fitness on complexion and reasonable price. Their main products information resources are their friends or relatives, newspapers, publications, advertisements, and public promotion displays. About main buying channels, men tend to buy skin care products in drug stores, supermarkets and department stores.

並列關鍵字

Market Segmentation ； Male Facial Skin Care Product ； Life Style

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