女性嬰兒潮世代保養品涉入程度對購買決策過程與顧客價值之影響研究

重視保養的議題逐漸增加，市場需求大幅提升，行政院農業委員會2012年發表，我國化妝保養品之市場規模為新台幣1108.5億元，較前一年成長5.48%。嬰兒潮世代逐漸退休，高齡人口大增，高齡者將成為消費市場的重要客群。本研究探討不同涉入程度對消費者購買決策過程及顧客價值之影響，以立意抽樣方式，調查1946～1964年出生，目前50~68歲的女性，以涉入量表、E.K.B模式分析女性嬰兒潮世代在保養品市場中需求問題、資訊收集、方案評估、方案選擇與購後結果之決策過程與消費者追尋的顧客價值，問卷之有效回收率達92.76%。利用SPSS12.0軟體分析，信度分析、敘述性統計、獨立樣本t檢定、因素分析、單因子變異數分析。研究結果發現：一、人口統計變數中「教育程度」、「平均每次購買金額」及「每月平均月收入」在涉入程度皆達顯著差異水準;碩博士族群、購買金額高及月收入越高者，涉入程度越高。二、人口統計變數「居住地」、「婚姻狀況」、「教育程度」在購買決策過程中皆達顯著差異水準;南部受試者在資訊收集、方案評估、方案選擇及購後結果比中部重視、北部受試者在方案選擇及方案評估比中部重視。未婚者及碩博士族群較重視購買決策過程。。三、人口變數「平均每次購買金額」、「每月平均月收入」在顧客價值追尋上皆達顯著差異水準；購買金額高及月收入高者較重視追尋顧客價值。四、不同涉入程度在購買決策過程上皆達顯著差異水準。五、不同涉入程度所追尋的顧客價值為個人價值、流行自我、功能價值、情感價值，皆具有顯著差異水準；但高低涉入程度的消費者皆較重視「功能價值」。研究結果提供保養品業者制訂行銷策略之建議。

關鍵字

涉入程度、購買決策過程、顧客價值、嬰兒潮世代

並列摘要

In 2012, the Executive Council of Agriculture released a report on the country’s market size for cosmetic and skincare products. The report states that the market grew by 5.48% year-on-year to an estimated value of NT$110.85 billion dollar. This significant increase is an indication that the market gradually understands the importance of good skincare. As more and more baby boomers retire and the overall population becomes older, the increase in aging population is bound to have some influence on the country’s political scene, economy, and social development. They will become important consumers in the future market. This study investigates the effects on the varying degree of purchasing involvement vis-à-vis the purchasing decisions and customer values. The research adopts the purposive sampling method and the respondents are female, born during 1946–1964 and are currently 50–68 years old. As for the analysis, he involvement scale and E.K.B model are used. In terms of the respondents’ decision-making process and customer values, the following are analyzed: “needs for skincare products,” “information collection,” “program evaluation,” “program selection,” and “post-purchase evaluation.” The effective return rate for this research is 96.31%. The software used is SPSS version 12.0. The analyses include “reliability analysis,” “descriptive statistic,” “independent sample t test,” “factor analysis,”and“ANOVA analysis.” The study results indicate that significant differences exist (1) when comparing the varying degree of involvement with level of education, amount spent each time when purchasing skincare products, and monthly income; Master's population, high purchase price and the higher the income, the higher the degree of involvement. (2) when comparing the purchasing decisions with demographic variables such as residential areas, marital status, and level of education; Central and Southern subjects in the information collection, program evaluation, selection and purchase after the program results than the central importance, northern subjects and program evaluation plan selection than the central importance. Unmarried and master's greater emphasis purchase decision process. (3) when comparing customer values with demographic variables such as average purchase amount on each purchase, and average monthly income; the higher average purchase amount on each purchase and higher average monthly income greater emphasis pursue customer value (4) when comparing the varying degree of involvement with purchasing decision factors such as market needs for skincare products, information collection, program evaluation, program selection, and post-purchase evaluation; (5) when comparing the varying degree of involvement with customer value factors, such as personal value, individualism, functional value, and emotional value; high involvement and low involvement emphasis on functional value, These findings are recommended to be used by skincare companies for their marketing strategies.