- 學位論文
應用ZMET探討專櫃及開架式化妝品消費者之心智模式
Using ZMET to explore Mental Model of Counter Cosmetics versus Open-Shelf Cosmetics consumers
摘要
本研究透過隱喻誘引法（ZMET）誘引受訪者闡述專櫃及開架式化妝品對於自身產生的意義，以獲取消費者之心智模式，接著運用方法目的鏈將類別（專櫃/開架式）受訪者的心智模式進行分層，並繪製成共識地圖，從中理解產生行為的關鍵驅動因素。研究結果顯示專櫃化妝品消費者之心智模式為「禮物-犒賞-愉快」、「明亮-乾淨衛生-安心感」、「專業-女王-信任」、「伺候-女王-獨特」及「多樣化-漂亮美麗-獨特」；而開架式化妝品消費者之心智模式為「通路多-方便-安心感」、「多樣化-輕鬆自在-無壓力」、「多樣化-嘗試-愉快」、「便宜-嘗試-愉快」、「便宜-容易入手-無壓力」及「開放-容易入手-無壓力」。另外，本研究也發現專櫃及開架式化妝品消費者均有「自信」、「滿足」、「安心感」、及「愉快」四項最終價值，但引導最終價值產生的屬性卻不相同。最後藉由研究結果了解專櫃及開架式化妝品消費者心智模式背後的價值感受，並將其應用於化妝品業者擬定行銷策略參考之用。
並列摘要
Using the Zaltman metaphor elicitation technique, this study elicited respondents’ self-generated meanings of counter and open-shelf cosmetics to obtain the mental models of consumers. Means-end chains analysis was then applied to categorize the respondents’ mental models into levels based on the product type (counter or open-shelf). Subsequently, a consensus map was obtained, from which the key driving factors that lead to action are determined. Results show that the mental models of counter cosmetic consumers are as follows: present–reward–pleasure, brightness–cleanness–sense of security, professionalism–princess–trust, servitude– princess–uniqueness, and diversity–beauty–uniqueness. Similarly, the mental models of open-shelf cosmetic consumers are as follows: numerous channels– convenience–sense of security, diversity–relaxation–carefreeness, diversity– test–pleasure, inexpensiveness–test–pleasure, inexpensiveness–accessibility– carefreeness, andopenness–accessibility–carefreeness. The research findings explain how value is perceived in the mental models of counter and open-shelf cosmetic consumers, which may serve as a reference for cosmetic companies in formulating marketing strategies.