台灣社會少數族群的人數比例日漸增加,而這股新興族群的誕生,未來皆會深深影響著台灣的社會、經濟、教育、及文化等各層面。本文欲針對在異國婚配風潮之下,所伴隨著人口大量遷移入境的新消費族群作消費行為之探索性研究。本研究以化妝品為例,試圖瞭解在不同文化背景之下的消費者,其購買動機、行為及產品資訊取得方式是否會受過去經驗及母國文化的影響,並探討越南新娘在台居住期間的長短及其購買行為之關係。 本研究採用問卷調查法及焦點團體訪談法進行資料蒐集,以台中縣之太平市、大里市及霧峰鄉之越南新娘為研究對象。問卷調查法共取得了167個樣本資料,發放問卷方式係以一對一的個人訪談及滾雪球抽樣方式進行。對問卷調查所得之資料以樣本描述性統計、信度分析、交叉列聯分析、單因子變異數分析及皮爾森相關分析進行統計推論;並將焦點團體訪談所蒐集之資料進行分析與整理。 所得研究結果發現,越南新娘來台初期,在台灣購買保養用化妝品的確會受過去經驗及母國文化的影響。由於在台灣生活並非使用母國語言,因此,在不懂中文文字的情況下,產品訊息多數是透過越南友人的推薦,而在語言稍有進步時,其產品訊息來源則會拓展至家人及專櫃小姐。
The population of ethnic minorities in Taiwan is rapidly increasing as a result of interracial marriages. The emergence of these ethnic minorities will certainly impact Taiwan's society, economy, education, and culture considerably. The purpose of this exploratory research is to examine purchasing behavior of Vietnamese brides in the country. Using cosmetics products as an example, this study attempted to verify if their home country experiences and culture would affect their purchasing motive and behavior, as well as information search method. In addition, this study also examined the relationship between the length of stay of these Vietnamese brides and their purchasing behavior. This study utilized questionnaire survey and focus group interview to collect data. Vietnamese brides who live in Taiping, Dali, and Wufeng of Taichung County were included as research subjects. A total of 167 samples were collected. Data were analyzed using statistical methods such as reliability analysis, correlation analysis, one-way ANOVA and Pearson correlation. Information collected through focus group interview was used for further qualitative analysis. Research findings clearly showed that home country experience and culture of Vietnamese brides affect their purchasing behavior. The length of stay and the proficiency level of Chinese also played significant roles, particularly in information search behavior.