消費者產品屬性區隔、知覺價值與顧客滿意度之研究－以男性保養品為例

Consumer Product Attributes Segmentation、Perceived Value and Customer Satisfaction－An Example of Male Skin Care Products

郭復生(Fu-Sheng Kuo)

指導教授 ： 葛維鈞

朝陽科技大學/管理學院/企業管理系/碩士(2013年)

摘要

保養在過去往往是女人的天性，但現今這股愛美的風潮，伴隨社會風氣的開放以及日韓美型男效應，保養品已不在受過去刻板印象被認為女性化，促使這程序逐漸跨越了性別的區分，不再是女性的專利。因此本研究目的將以男性臉部保養使用者為研究範圍，從消費者屬性需求本質切入，進一步了解消費者心理所產生的知覺價值及顧客滿意度，有效掌握消費者心態，為本研究的重點。
本研究以15歲至40歲男性使用過男性臉部保養品的消費者為研究對象，主要透過網路問卷方式於國內BBS網站PTT實業坊中男性保養看板，以及相關男性保養網站進行發放，問卷內容分成五個部分，分別為：保養品使用情況、產品屬性量表、知覺價值量表、顧客滿意度量表及人口統計變數，回收問卷共262份，有效問卷合計為253份。
本研究萃取出三個產品屬性因素，進一步透過集群分析將男性保養品之消費者區分為四個屬性區隔，分別命名為「深思熟慮型」、「嚴謹務實型」、「漠不關注型」、「自我追求型」。四個集群在人口統計變數上，年齡、每年購買保養品金額上有顯著差異性；使用行為中在保濕效用、毛孔緊緻/收斂效用上有顯著差異性；購買通路中在百貨公司與藥妝店有顯著差異性；四個集群在知覺價值與顧客滿意度有顯著差異性。

關鍵字

男性保養品 ； 產品屬性 ； 顧客滿意度 ； 知覺價值

並列摘要

The maintenance is women''s nature in the past, but now this is trand, along with the social atmosphere of open, as well as Japan and South Korea celebrity-driven effect, maintain article is no longer the past stereotype is considered feminine, prompted the application gradually across gender distinction, and is no longer a woman''s patent. So the purpose of this study will take the men face maintenance users as the research scope, from nature attribute demand, further understand the consumer psychology of perceived value and customer satisfaction, effective grasp the consumer mentality, is the focus of this study.
This study used with 15 to 40 year-old male male facial care product consumers as the research object, mainly through the network questionnaire survey on domestic websites PTT BBS male maintenance in industrial workshop, kanban, and related maintenance men website, questionnaire content is divided into five parts, respectively is: care product usage, product attributes, scale, perceived value, customer satisfaction scale and demographic variables, recycling questionnaire, a total of 262 copies of valid questionnaires totaled 253.
Three product attribute factors are extracted from this study, further through the cluster analysis of the male consumers of maintain article is divided into four attributes segments, respectively named "thoughtful" type, "rigorous practical", "indifferent" and "self pursuit". Four clusters on the demographic variables, age, annual purchase amount of maintain article on significant differences; The act of using the moisturizing effect, pore firming/utility has significant differences on the convergence; Buy pathways in department stores and medicine makeup shop has significant difference; Four clusters have significant differences in perceived value and customer satisfaction.

並列關鍵字

ProductsMen''s Skin Care Products ； Perceived Value ； Product AttributesP ； Customer Satisfaction

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