- 學位論文
女性消費者面膜購買及使用相關因素之初步研究
A preliminary study on the purchasing and usage factor of facial mask in a sample of famale customers
摘要
摘要 近年來由於面膜對臉部皮膚保養的好處一直受到重視，加上許多廠商非常看好此市場，因此在市場逐漸擴大的環境中，業者如何掌握消費者的需求及特性？ 本研究之目的在於了解面膜消費者之消費情況，以女性消費者為對象，採用立意抽樣之自陳式問卷調查，消費者共330人接受問卷調查，回收有效問卷300份。所蒐集之資料以SPSS10.0套裝統計軟體進行統計分析。 研究結果顯示，高達96.3﹪的受訪者都使用過面膜，其中有21.7%的人使用過生物纖維面膜，以13.9﹪為最常購買的品牌是「伊」，且42.9﹪最喜好「玫瑰」的香味，而34.3﹪的相關訊息來源主要來自「親友介紹」。受訪者在面膜的使用上，以51.6%的「外在美使用者」比例為最高，購買通路則以29.2%「專業美容店」為多數。使用面膜的頻率依年齡、教育程度、婚姻狀況及家庭收入分類而有所不同，但皆以「中度使用」為最高。 女性消費者在面膜購買動機或使用頻率的考慮因素上，前五項的重要因素根據依平均得分高低依序為：面膜功效為(4.82±.41分)、面膜的衛生安全為(4.73±0.47分)、面膜的製造日期為(4.63±0.57分)、面膜成份為(4.54±0.54分)、國家認證為(4.54±0.71分)。女性消費者面膜購買及使用考慮因素量表，總量表的得分介於18分至90分之間，平均得分為72.02±7.54分，而量表的得分越高，代表對產品購買的考量因素(如：面膜的功效、衛生安全等)越重視，反之則越不重視。 在便利性方面，消費者注重購買使用方便之片膜狀的不織布面膜；在價格上，生物纖維面膜售價較高，消費者接受度較低，所以生物纖維面膜的銷售市場仍然有待開發的空間。 本研究依上述結果提出相關建議，以作為面膜廠商行銷策略之參考。
並列摘要
ABSTRACT In recent years the issue that facial mask is beneficial to the face skin care has been noticed. Besides, many manufacturers have an optimistic view on this market. It is important for the entrepreneurs to know the consumers’ demands and characters in the expanding market. The purpose of this study was to understand the features of facial mask consumers. A self-report questionnaire of purposive sampling was carried out in a sample of females. A total of 330 questionnaires were distributed and 300 valid copies were returned. The statistic software package SPSS10.0 was employed to analyze the collected data. The results showed that 96.3% of the female subjects had the experience of using facial masks and 21.7% of them to had used bio-fiber facial masks. The most frequently purchased brand name was E 13.9%. The most favored fragrance is Rose 42.9%. The message sources mainly came from friend’s introduction 34.3%. External beauty was the motivation for most female customers to use the facial mask 51.6%. For the purchase channels, professional beauty salons were dominant 29.2%. The frequencies of facial mask usage were different depending on age, education, marital status and family income. However, the frequency of using facial masks was highest for the medium demand users regardless of age, education, marital status and family income. The top five factors which affected the usage frequency of facial mask were listed as follows in the order of their average scores: the efficacy of facial mask (4.82±.41), the health and safety of facial mask (4.73±0.47), the manufacture date of facial mask (4.63±0.57), the ingredients of facial mask (4.54±0.54), and accredited by government (4.54±0.71scores). From the total scale on average scores of purchasing and usage consider factors of facial mask of female customers, the lowest score were 18 and the highest score was 90. The average score was 72.02±7.54. In the scale, the higher the score, the more the purchase factors to be considered. On the contrary, there were fewer purchase factors to be considered. Results of this study indicated that the female consumers preferred an easy-to-use non-woven piece facial mask. These consumers had less acceptability for bio-fiber facial mask because of higher expense. Therefore, there is still a need to expand the market of bio-fiber facial mask.