消費者美感生活型態對口罩購買行爲之研究

A Study of Consumers’ Aesthesis Lifestyle of Purchasing Face Mask

李欣倪(SING-NI LEE)

指導教授 ： 林漢裕

國立高雄師範大學/科技學院/工業設計學系/碩士(2022年)

摘要

        隨著全球新冠疫情持續的蔓延，口罩作爲現今生活不可或缺的產品，並隨著科技發展口罩功能、材質及種類不斷的進步，同時口罩也在造型設計方面上，滿足了不同消費者的生活需求且成爲了這幾年的流行趨勢。如今消費者在購買口罩上不僅考量功能需求，在生活上也具有一定美感生活水準，選擇樣式的同時也會考量口罩給予外觀的代表性而影響消費者在購買行爲上做的決策。
        本研究以 EKB 購買行爲模式爲基礎架構，探討消費者在有圖案造型口罩的購買決策之研究；接著，以美感生活型態量表及人口統計變數調查消費者買決策過程之間的差異。研究方法運用單因子變異數分析、簡單迴歸分析以及路徑分析，並透過 202 份有效樣本結果發現，在人口統計變數當中，只有「年齡」、「近期花費」、「願意花費」對購買動機與購買行爲有顯著差異；美感生活型態中「奢華品味」構面對「購買動機」與「購買行爲」有正向的影響；美感生活型態中「流行時尚」與「重視氣氛」構面則對「評估準則」有正向的影響；「美感生活型態」對「購買行爲」有正向影響；「美感生活型態」經由「購買動機」對「購買行爲」有正向的影響；「美感生活型態」經由「評估準則」對「購買行爲」有正向的影響。

關鍵字

購買行爲模式、美感生活型態、圖案造型口罩

並列摘要

With the continuous spread of the global COVID-19 epidemic, masks are anindispensable product in today's life. With the development of science andtechnology, the functions, materials, and types of masks are constantlyimproving. Demand and product design for the mask has become a popular trend inIn recent years. Nowadays, when consumers buy masks, they not only considerfunctional requirements but also have a certain aesthetic standard of living inlife. When choosing styles, they also consider the representative appearance ofmasks, which affects consumers' decision-making in purchasing behavior.Based on the EKB purchasing behavior model, thisstudy explores the research on consumers' purchasing decision-making forpatterned masks; then, the differences between consumers' purchasing decision-makingprocesses are investigated using the Aesthetic Lifestyle Scale and demographicvariables. The research method uses one-way analysis, simple regressionanalysis, and path analysis, and through the results of 202 valid samples, itis found that among the demographic variables, only "age","recent spending", and "willingness to spend" have asignificant difference on purchasing behavior and purchasing. They also have apositive and significant effect on the "luxury taste" faceted ofaesthetic lifestyle on the "purchasing motivation" and"purchasing behavior"; then "fashion" and "atmosphere”have a positive and significant effect on "assessment criteria". "Aestheticlifestyle" has a positive and significant effect on "purchasingbehavior"; "Aesthetic lifestyle" has a positive and significanteffect on "purchasing behavior" through "purchasemotivation"; "Aesthetic lifestyle" has a positive andsignificant effect on "purchasing behavior" through "assessmentcriteria".

並列關鍵字

Purchasing Behavior Model, Aesthetic lifestyle, Patterned Masks

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