影響中國女性消費者購買化妝品行為因素之研究— 以上海地區為例

Female Consumers’ Buying Behavior of Cosmetic Products-A Case of Shanghai Female Consumers

劉怡惠(Yi-Hui Liu)

指導教授 ： 李小梅

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2008年)

摘要

由於中國近年來GDP逐年攀昇,中國女性消費者對於消費產品的重視程度及消費型態產生相當大的改變，她們的行為意識的變化,導致消費意識的變化,連帶影響了婦女們追求新時尚和新式的化妝習慣,化妝品使用年齡層有擴大的跡象。化妝被認定為是一種禮貌的表現與化妝品知識的擴散、教育程度提高、社會觀念改變及人際互動的頻繁等因素的影響,使得,中國女性消費者對化妝品的需求日益增加,化妝品的消費值也持續成長。並在中國宏觀經濟快速發展的環境下,化妝品及美容行業在中國得到迅速發展。
本研究以E-K-B消費者行為模式作為觀念性架構，以生活型態變及人口統計
變數作為投入變數，並以AIO生活型態變數作為分類基礎，再以消費實態變數作為消費行為之描述，分析中國女性消費者特性，研究範圍包含購買者和潛在消費者，研究對象為中國上海有購買能力之女性消費者。於2月18日至3月05日至中國20家中大型公司進行問卷調查，採便利抽樣方式，共發放300份問卷，實際有效問卷為163份，以資料分析部分則使用因素分析對生活型態變數進行資料縮減，再以集群分析法將消費者分群，之後以卡方檢定與變異數分析等方法檢定各項研究假設。研究結果發現：化妝品女性消費者可透過生活型態變數，將中國女性消費者分為｢理性消費型｣、｢非理性消費型｣二種類型。各類消費者在購買動機、資訊來源、產品屬性評估準則、消費實態、人口統計變數均有顯著差異。

關鍵字

人口統計變數 ； 消費者行為 ； 產品屬性 ； 生活型態變數 ； 購買行為

並列摘要

With the increasing of Chinese''s consumption power, the development of cosmetics trade has also entered the new era, demonstrates the splendid growth momentum. However women between 18-40 years old are a group with the fastest-rising income, as more and more women enter the society, life consciousness also follows the change, are not merely professional women increasing, and the other women who even though are not working formally but want and keep in contact in the society also are increasing. The change of their action of consciousness that cause the change of color cosmetic consciousness, related to influence women pursue new cosmetics and new-type cosmetic fashion, tend to attach importance to quality and brand.
The study adopts E-K-B consumer behavior model as the conceptual framework. The life style variables and demographic variables are input variables. The AIO life style variables are taken as categorization basis.
Consumption reality variables describe the consumers’ behavior in order to analyze the characteristics of female consumers. The study range includes buyers and potential consumers. The study subjects are Chinese female consumers with consuming ability who live and work in Shanghai. The study is conducted with questionnaire to gather data. As for the data analysis, we use the methods of factoring and life style variables to reduce the data and then adopt group analysis to divide consumers into different groups. After that, variance and Chi-square methods are used to check all study hypotheses.
We found that the Chinese female consumers of cosmetic products can be categorized through life style variables as three types. Consumers of different types have obvious differences in buying motives, sources of information, the evaluation principles of product attributes, actual consuming style, demographic variables.

並列關鍵字

demographic variables ； consumer behavior ； life style variables ； buying behavior ； product attributes

參考文獻

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