消費者消費動機及消費決策型態之相關性研究
—以嘉義市美髮沙龍為例

摘要面對現今美髮產業競爭激烈的市場，美髮業者應有新思維、新概念、新做法否則將被淘汰！因此業者在面對激烈競爭市場，若是業者能充分了解消費者的消費動機及消費決策，對美髮業的經營者來說是非常重要的，可藉以調整企業的經營策略來獲得消費者的青睞。本研究目的在探討嘉義市美髮沙龍消費者，消費動機、消費決策型態。透過問卷調查方式對嘉義市美髮業消費者進行消費動機及消費決策型態之問卷調查，共計發出600份問卷，並以SPSS 17.0作為資料分析之統計工具，進行描述性統計、t檢定、單因子變異數分析、及皮爾森積差相關分析處理。本研究之結果如下：一、嘉義市美髮沙龍消費者就消費動機各層面而言，首要重視為「惠顧動機」，依次為「理性動機」、「選擇動機」及「情感動機」。二、嘉義市美髮沙龍消費者就消費決策型態各層面而言，消費者主要傾向為「完美主義型」，依次為「習慣忠誠型」、「價格意識型」、「流行新穎型」及「決策困擾型」。三、嘉義市美髮沙龍消費者性別、年齡、教育程度、職業、婚姻、每月可支所得及居住地區變項在消費動機上有顯著差異。四、嘉義市美髮沙龍消費者婚姻、年齡、教育程度、職業及每月可支所得變項在消費決策型態上有顯著差異。五、嘉義市美髮沙龍消費者消費動機與消費決策型態呈現高度正相關，表示當消費動機越高，消費決策也會越明確。根據以上結果，提出以下建議：一、業者資產即是美髮技能業者應該把經營重點放在提升設計師的專業技術，加強訓練設計師剪髮技能及髮質判斷知能與染髮色彩學概念，深入了解燙髮藥水屬性等等加強各領域的專業能力，加強訓練設計師溝通造型的能力，提供消費者有質感、美感的造型，專業的技術才能服務顧客，所以技術條件的優劣將會是影響業者競爭優勢主要的因素。二、服務品質為核心價值美髮業在服務消費者時一切都是由人來執行，所以建立標準服務流程就顯得非常重要，因為助理服務人員不一定每次都服務同一個客人，消費者的條件也有所不同，消費項目也會有所不同，所以建立標準服務流程有一致的品質才能讓消費者在服務過程中滿意，並且注重消費感受的服務方式為核心價值，提供給消費者高水準的服務品質，讓消費者感受到優良的服務品質及乾淨舒適的環境，定會獲得消費者的青睞，其增加消費者重複上門惠顧意願。三、業者基礎乃顧客忠誠度主要應該把經營重點放在專業技術與知識等教育，不斷創新保持技術領先，加強訓練設計師造型的能力，審美觀，來符合消費者對於造型的需求，提供消費者有質感、美感的造型，提供給消費者高水準的服務品質，定會獲得「完美主義型」消費者的青睞，其增加顧客對該美髮業者產生高消費意願度的顧客，成為永遠的忠誠支持者。

關鍵字

美髮沙龍；消費動機；消費決策型態

並列摘要

Abstract Facing the increasingly fierce competition in hairdressing industry, hairdressing service providers shall obtain new mentality, concept and actions to avoid being replaced. It is paramount for them to learn consumers’ motivations and decisions thoroughly to cope with such intense market, through which the operation strategies can be adjusted to bring popularity among consumers. This study aims to explore the consumers’ motivations and decision-making patterns of hairdressing salon consumers in Chia-yi City via questionnaires survey. A total of 600 questionnaires were issued and the results were processed with SPSS17.0 statistical package for Descriptive Statistics, t-test, One-way ANOVA and Pearson Product-moment Correlation Analysis. Results are as follows. 1.In terms of consumption motivations, the “patronage motivation” was on top priority, followed by “rational motivation”, “selecting motivation” and “emotional motivation”. 2.In respect of consumption decision-making patterns,, the “perfectionism type” was given top priority, followed by “habitual-loyalty type”, “price-consciousness type”, “popular-innovation type” and “decision-obsession type”. 3.There were significant differences in consumption motivation due to different genders, ages, education levels, occupations, marital, monthly income and living areas of consumers. 4.There were significant differences in decision-making patterns due to different genders, ages, education levels, occupations, marital, monthly income and living areas of consumers. 5.Consumption motivation and consumption decisions were highly correlated, indicating that the higher the consumer motivations are, the clearer the consumption decision-making patterns are. Based on the above findings, the following suggestions are proposed: 1.Skill is assets: the business should put focus on upgrading the designers’ techniques, strengthening the training of haircut skills as well as identification of hair quality and the chromatics of hair-dyeing, deeply learning the property of marcel potion and other professional capacity as required by various fields. Improved capacity of communication styling and professional skills are also necessary to provide consumers with high-quality and beautiful styling. Thus, the pros and cons of technical conditions are the main factors affecting operators’ competitive advantages. 2.Service qualities are core values: the services in hair industry depend on labor force, so it is important to establish standard service process. Since assistant service personnel may not necessarily serve the same guest at each time and consumption types also differ, an established consistent standard service process is vital to generate satisfaction among consumers. It is the core value to focus on service ways directed at consumer’s feelings, providing high-quality service for consumers and allowing consumers to feel a clean and comfortable environment, which will gain the favor of consumers and increase repeat business. 3.Customer loyalty is the business foundation: main focuses should be put on the training of professional skills and expertise, constantly innovating to remain top class and strengthening designers’ capacity of styling and aesthetic so as to meet consumers’ needs of hairdressing. With the high-quality and beautiful styling and first-class services, the “perfectionism type” consumers’ favor will be obtained and consumers with high loyalty degrees will be increased, which will also become forever supporters for the business.