購買保養品女性之網路資訊使用行為 研究

The Influence of Internet to the Women Buying Behavior of Skincare

高雅琳(Ya-Lin Kau)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000329

摘要

摘要
隨著時代變遷及女性地位的提高，新時代女性注重內在涵養外，更重視外在表徵，不僅頭髮延伸到腳，更注重肌膚由內而外散發光采。早在九十年代，因為女性保養產品價格驟降，打開國人保養風潮。發達的網際網路，更是對女性消費者購買習慣產生重大影響力，使消費者願意在虛擬世界展開保養品資訊搜尋功課，並且將自身的使用經驗透過網路口碑傳達到世界各個角落。即使現在女性保養品需求有增無減，但是國內針對女性保養品與網路資訊使用的連結主題卻不多，因此想要更深一層了解女性對生活型態的認同程度，會如何影響網路資訊使用行為，及不同化粧族群的女性偏好何種網路資訊使用方式。並且發掘不同生活型態的女性是否有不同的基本特色，及不同的化粧族群對生活型態認同程度為何。
本研究對象界定在20到50歲之女性網路使用者。本研究採網路問卷調查方式，問卷內容包含女性化粧族群規屬、網路使用者資訊搜尋行為及態度、網路使用者口碑傳播、及詢問女性對保養品的看法及日常生活情形之問題。
所得知的研究結果如下：﹙一﹚人口統計變數會影響女性消費者化粧族群的歸屬：自然素淨群多為31~40歲，已婚非學生之女性；彩色化粧群多為20~30歲，職業為學生之未婚女性。﹙二﹚不同化粧族群對不同生活型態的認同程度差異：彩色化粧族群對化粧知識專業的認同程度，大於其他三群；並且彩色化粧群也極重視外貌與吸引力。﹙三﹚人口統計變數會影響生活型態的認同程度：年齡越長、教育程度越高，越認同果斷、獨立，及已婚族群不愛做家事。﹙四﹚人口統計變數會影響網路資訊的使用：教育會影響BBS搜尋；職業會影響網站郵件轉寄的網路口碑傳播。﹙五﹚越愛用名牌女性，越常使用郵件與聊天搜尋；越不愛做家事，越常使用廣告搜尋，偏愛名牌又不愛做家事則常用BBS搜尋。﹙六﹚認同化粧保養很專業越常用網站郵件轉寄；認為化粧知識專業又重視外貌與吸引力，又偏愛名牌及不愛做家事，則越常用BBS傳播。

關鍵字

女性保養品 ； 網路資訊使用 ； 網路口碑

並列摘要

Abstract
As the age change and female status higher much over the years, not only female take internal seriously but also appearance from hair to feet, pay more attention to beauty skin. Because the skincare product price decrease early in 90 decade, the demand of the skincare product get greatly increase. Female buying behavior get impactd by the prosper of the internet, buyers enjoy search product information in virtual community, share experience by electronic word of mouth to every corner all of the world. Even female skincare product get increase contineuously, but few study connect female skincare product with internet. In order to know more how life style identification can influence internet use behavior as well as different make up group prefer what kind of manner of internet. Explore different life style have some basic trait, and understand the life style identification for different kind of make up group.
Therefore, the study object can limit to 20~30 years old female and they are also internet user.The study uses the questionnaire which contains make up groups, internet use behavior including information searching, electronic word of mouth, ask female the opinion about skincare product and daily life and demographics.
Obtained findings are as follows︰(1) demographics will influence female belong to what kind of make up group：31~40 years old, married and not student female are native and plain make up group; 20~30 years old, unmarried and as student are full-colour make up group.(2) different make up groups have different life style identification, full-colour make up group most agree with make up knowledge specialized and most value appearance and attraction.(3) demographics will influence life style identification：female get older, higher education most agree with determined, independence. Therefore, married female reject to do housework.(4) demographics will influence the internet use：education will influence searching information on BBS；occupation will influence electronic word of mouth of maill send out.(5)female like fashion brand,prefer to use mail and chat room doing research；the female reject to doing housework,prefer to searching advertisement；like fashion brand and reject to do housework,prefer to searching product information on BBS.(6)Agree with make up and skincare are specialized,prefer electronic word of mouth of mail send out methd; think make up and skincare are specialized and value appearance, attraction, like fashion brand and reject to do housework, prefer to use BBS.

並列關鍵字

female skincare product ； internate use ； electronic word of mouth

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