女性選購男性臉部保養品購買行為之研究

The Study of Purchasing Behavior in Selecting Male Facial Skin Care Products From Female Consumers

邱曉涵(Hsiao-han Chiu)

指導教授 ： 嚴國慶

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

男性也愛美，故男性的障礙在於購買的過程；換言之，男性因顧及面子問題，少有相關購買行為。本研究認為，若要擴大男性保養品的市場規模，女性顧客購買男性保養品之消費行為，即成為值得深入研究的議題。
本研究以問卷調查法為主，根據所得資料，以交叉表分析購買行為與不同背景變項的關聯性，並以單因子變異數分析受試者背景變項在購買動機、資訊來源及產品屬性上是否相同。
結果發現不同人口背景變項的消費者，購買保養品的類型以基礎清潔、功能性需求產品為主，而購買通路則以開架式(如屈臣氏)為主且購買保養品的金額多為1000元以下。

關鍵字

資訊來源 ； 男性臉部保養品 ； 購買動機 ； 產品屬性

並列摘要

Beauty is gradually accepted by male now, however there stands barriers when purchasing on male consumers. The aim of this thesis was people focuses on understanding the purchasing behavior of male skin care products in female consumers to expand the market scale of male skin care products.
The data of this research was obtained by questionnaire. According to the result of questionnaire, the crosstab analysis was the key factor to analyze the correlation between purchasing behavior and variable in different background. Moreover, the data was systematically analyzed through ANOVA to estimate the variation in people''s background on purchasing motive, source of information and product attribute.
The result of this dissertation showed that the consumers of different variation in population background focus their skincare products on essential cleansing and functional products. The main physical purchasing channel was in open-shelf type store such as Watson''s, and the expense was under NTD 1,000.

並列關鍵字

infromation the source ； purchase motivation ； male facial skin care products ； product attributes

參考文獻

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