探討男性保養品購買意願影響因素之研究

近年來男性保養意識興起，男性消費者逐漸重視面子問題。而注重個人臉部保養之情況日益增多，導致男性保養品市場紛紛崛起；此外，女性化妝品廠商轉型研發、生產男性保養品之比例也愈來愈多，加上男性保養品在量販店及其他銷售通路已占有一席之地，顯見未來商機無限。本研究係針對影響男性保養品購買意願因素進行研究。本研究以涉入程度、銷售通路及知覺風險作為自變項，購買意願作為依變項，建立研究架構面及研究假說。研究問卷共發放450份，刪除無效問卷38份，有效問卷為412份，有效回收比例91.56%。在進行信效度分析以及敘述性統計分析後，資料以回歸模式進行分析。研究結果發現：1.銷售通路正向影響男性保養品購買意願，實體通路比虛擬商店購買意願高。2.涉入程度正向影響男性保養品購買意願。3.知覺風險對男性保養品購買意願無顯著負向影響。本研究依據實證結果，提供管理意涵及未來研究建議。

關鍵字

男性保養品；購買意願；銷售通路；涉入程度；知覺風險

並列摘要

The awareness of male skincare has been increasing in recent years, as male consumers are more concerned with their public appearance. The cosmetic factories, traditionally manufacturing female cosmetic products, have now entered into research, developing, and producing male skincare products. As a result, the male skincare products have fast expanded their shelf space in retail outlets. Obviously, there is a lucrative commercial potential in this business area. This study focuses on indentifying the factors impacting the purchasing intention of male skincare product consumers. After extensive literature reviews, types of channel, product involvement, and perceptive risk are identified as independent variables which have significant influence on the purchasing intention of male skincare product consumers. Four hundred and twelve valid questionnaires were collected and coded for hypotheses testing by utilizing the regression model analysis. Three findings emerge from the analysis: (1) The physical channel has higher influence on the purchasing intention of male skincare products than the virtual channel; (2) The product involvement level has a positive impact on the purchasing intention of male skincare product; (3) The negative influence of perceived risk on the purchasing intention of male skincare product is not supported. Managerial implications and future research directions are suggested.