服飾消費族群對保養品購買偏好的探討

Discussion on the Clothing Consumption Group's Purchasing Preference towards Skin Care Products

蔡宜錦(I.C. Tsai) ； 黃基正(J.C. Huang)

《華岡紡織期刊》 15卷2期 (2008/06) Pp. 146-155

https://doi.org/10.29984/JHGT.200806.0007

摘要

愛美是女人的天性，後天的保養絕對是為美麗增值的一大法寶，保養品產業是美產業，此觀點上與服飾產業的論點不謀而合。在以往的研究裡，多數人會將流行與彩妝品作為相關的探討，但較少針對保養品進行相關的研究，本研究針對化妝產品中的保養品為主題，試圖以服飾消費族群的穿著偏好來探討對保養品購買行為的影響情形，透過服飾消費族群的服飾偏好風格做為劃分穿著偏好的類別，進一步評估服飾消費族群在保養品購買行為上是否有其偏好情形。本研究對象為台南地區18至25歲的在學大學生進行便利性問卷調查，實得有效樣本413份，並透過單因子變異數分析，觀察研究對象在人口統計變數上與在保養品購買偏好上是否有顯著關條。研究結果可知不同的服飾偏好風格族群會因年齡別、職業身分別、每月收入所得別的差異而有服飾穿著風格的偏好差別，但不受居住別、教育程度別的差異而有所影響。在保養品購買偏好上以(1)何處購買保養品、(2)選購保養品時，以何種包裝最為喜歡、(3)購買保養品時最先注意的內容與(4)在購買保養商品時的選擇等四項研究問題上表現出顯著相關性影響。

關鍵字

服飾消費族群 ； 保養品

並列摘要

A woman has an inherent love of beauty, and the acquired skin care is a powerful magic weapon to enhance beauty. Therefore, the skin care industry is the beauty industry actually. In this point, it happens to have the same view of the clothing industry. In the previous researches, the majority associated the fashion with the makeup product, but never went deeply into the skin care one. On the contrary, this research centered on the skin care product of the cosmetic, tried to discuss how the dressing preference of the clothing consumption group influenced their purchasing preference towards skin care products, and further estimated whether or not the clothing consumption group had any purchasing preference towards skin care products by using their preferred dressing styles as the classifications of dressing preferences. This research conducted a convenient questionnaire survey among the on-campus college students at the age of 18~25 in Tainan and gained 413 valid samples. In addition, the one-way ANOVA was used to analyze whether there was a c10se relation between the demographic variable and the purchasing preference towards skin care products. The results of this research showed that the dressing preference of the clothing consumption groups with different preferred dressing styles varied with their age, occupations and month1y incomes, but not with dwel1ing places and educational backgrounds. The following four research issues on the purchasing preference towards skin care products: (1) where to buy skin care products, (2) what kind of packing was most popular, (3) what contents drew their attention first, and (4) what choices were available when buying skin care products, in f1uenced each other significantly

並列關鍵字

clothing consumption group ； skin care products