影響消費者網購美妝保養品的資訊來源研究

A Study on Source of Information to Affect Online Buying Cosmetics Consumer

徐騏緯(Chi-Wei Hsu)

指導教授 ： 張文華

國立臺北科技大學/管理學院/工業工程與管理系碩士班/碩士(2012年)

https://doi.org/10.6841/NTUT.2012.00258

摘要

隨著國人消費品質提升，化妝品可說是大眾生活之必需品之一，並隨著科技日新月異，國人消費美妝保養品的方式從傳統的實體店面增加了網路購物的選擇，並利用網路無遠弗屆的特性進行產品的比較、資訊的搜尋，或是利用雲端科技以影像或圖片向親朋好友傾訴產品的好壞等。
　　本研究從消費者角度分析，試圖探索顧客購買產品的資訊來源方式，包含口碑、置入性行銷、網路廣告以及網路社群經營，並從中探討哪一種資訊來源能夠引起消費者購買美妝保養品，此次研究將帶給網路經營美妝保養品之相關業者進行網路行銷方式的構思以及進行產品行銷之決策分析。
　　本研究採用問卷調查法來找出消費者網購美妝保養品時，主要考慮的資訊來源種類為何，並且使用敘述統計以及因素分析將消費者普遍購買之美妝保養品與網路資訊來源的相關性做聯結，利用集群分析進一步將消費者之特性分為代言群、網路群以及口碑群的消費者，探討其購買產品屬性及種類與資訊來源的關係。研究發現資訊來源的變數中以網路行銷與介面互動的構面解釋變異量最大，在消費者眾多特性中以代言群所占的比例最多。本研究結果突顯消費者雖然喜歡使用網路的資訊來源了解產品資訊，但對於傳統的代言及口碑資訊同樣受到關注，美妝保養品相關業者在兼顧傳統資訊來源進行行銷的同時，如何在網路眾多資訊來源中，取得消費者信任並產生購買慾望也是很重要的課題。

關鍵字

網購 ； 美妝保養品 ； 資訊來源 ； 因素分析 ； 集群分析

並列摘要

Nowadays, cosmetics can be said to enhance the quality of domestic consumption is one of the necessities of public life, with the advancement of technology, the domestic consumption Beauty skin care products from the traditional physical store to increase the choice of online shopping. Consumers use the Internet far and wide the characteristics of product comparisons, information search, or use of cloud technology to talk to friends and family of image or picture quality of products.
In this study, analysis from a consumer point of view, trying to explore the customer purchased the product information sources, including word of mouth, product placement, Internet advertising and online community business, and to explore what kind of information sources can cause consumers to buy Beauty-skin care products.
This study will bring the network operators Beauty care products industry, the idea of Internet marketing methods as well as product marketing, decision analysis.
This study used a questionnaire to find out why the types of consumer online shopping Beauty care products, the main source of information to be considered. Moreover, this study used descriptive statistics and factor analysis of consumers generally purchase Beauty care products and Internet sources of information links. This study used cluster analysis to further the characteristics of the consumer into the endorsement of the group, network groups and word of mouth the group of consumers, to investigate the purchase of the relationship between product attributes, and types and sources of information. The study found that the sources of information variables to the dimensions of Internet Marketing and interface interaction explained variance. However, the proportion of " endorsement group " up to the many features of consumers. The results of this study highlight the consumers like the use of Internet sources of information to understand the product information, but the same concern for the endorsement and word of mouth information. Beauty care products industry marketing in both traditional sources of information, how to network a number of sources of information, consumer trust and a desire to buy is very important subject.

並列關鍵字

On-line Shopping ； Cosmetics ； Sources of Information ； Factor Analysis ； Cluster Analysis

參考文獻

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