女性消費者購買保養品之動機研究

張文華

doi:10.6846/TKU.2008.00153

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女性消費者購買保養品之動機研究

A Study on the Motivation of Purchasing Skin Care Products by the Female Consumers

張文華 , Masters　　Advisor：李月華　　

繁體中文 DOI： 10.6846/TKU.2008.00153

保養品；購買動機；方法目的鏈；購買考量因素；購買行為；消費者行為； Skin Care Products ； Purchase Motivation ； Means-End Chains Analysis ； Purchase Factors ； Purchase Behavior ； Consumer behavior

Abstract │ Reference (83) │ Times Cited (6) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Due to the increasing demand of skin care products by the female consumers, the toiletry retailers must compete with others to provide desirable products to satisfy the needs of female consumers.  The objectives of this research are to study the motivation of purchasing skin care products by the female consumers and to analyze their purchase factors, purchase behavior accordingly.  This research findings will also be the references for toiletry retailers to set up their marketing strategies.
This research applies the “Means-End Chains Analysis” which is based on the one-to-one interview method to explore the motivation of each female respondent to purchase skin care products and the correlation with different market segments.  Then subject motivation will be analyzed with purchase factors and purchase behavior.  This research provided 150 questionnaires and 120 effective ones are obtained.
This research indicates that subject motivation can be differentiated into four different groups, namely the “budgetary group”, “prudential and sentimental group”, “mental fulfillment group”, and “efficacy group”.  Each motivation group has positive correlations with the purchase factors such as product information, country-of-origin, product quality and efficacy, price, advertisement, promotion, product packing and the purchase behavior such as what types of products to choose from.

Reference ( 83 ) 〈TOP〉

1. 王昭正(2005)。保養品消費者購買行為之研究。國立台灣大學國際企業學研究所碩士論文。
連結：
4. 行政院衛生署發布(民91修正版)，化妝品衛生管理條例施行細則。
連結：
7. 何珊珊(2005)。化妝品製造業景氣動態報告-2005年第四季。台灣經濟研究院產經資料庫。上網日期：2006年03月01日。
連結：
27. 溫正忠(2002)。影響化妝品品牌權益因素之實證研究。元智大學管理所碩士論文。
連結：
1. Aaker, D. A. (1996). Measuring Brand Equity across Products and Markets, California Management Review, Vol. 38(3), 102-120.
連結：

Times Cited (6) 〈TOP〉

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