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| Title: | 台灣女性消費者抗痘產品使用和購買行為研究–以M公司為例
Exploring Female Consumers’ Usage and Buying Behavior of Anti-Acne Products–A Case Study of M Company |
| Authors: | 柯均薇
Ko, Jyun Wei |
| Contributors: | 別蓮蒂
Bei, Lien Ti
柯均薇
Ko, Jyun Wei |
| Keywords: | 經驗屬性
產品涉入
尋求多樣化的購買行為
Experience attribute
Product involvement
Variety-seeking buying behavior |
| Date: | 2017 |
| Issue Date: | 2017-09-28 13:59:51 (UTC+8) |
| Abstract: | 本研究以M公司的D品牌為例，透過抗痘市場消費者行為調查，提出適合M公司之行銷建議，研究採線上調查問卷與團體焦點訪談深入了解台灣女性抗痘產品之使用與購買行為，線上問卷共計387份有效問卷，樣本集中在15~25歲；團體焦點訪談分別針對大學生與在職者共十六人做深入調查，對象年齡介於22~28歲。
研究結果發現受痘痘困擾者因職業、痘痘嚴重度有不太一樣的使用與購買行為，再者，消費者對各類抗痘產品的預期效果也有差異，因此，開發產品時應注意目標消費者之消費行為與最重視之產品屬性為何。研究結果也發現，消費者對於抗痘軟膏等治療型抗痘產品的涉入程度相對比抗痘清潔產品高一些，因此，建議D品牌先推出治療型抗痘產品，較易累積忠實顧客。消費者選購治療型抗痘產品會考慮與自身的合適性，為了找尋適合的產品也會嘗試新品，偏尋求多樣化的購買行為，又該類產品屬經驗屬性，建議D品牌在推出治療型抗痘產品時可以搭配試用，讓消費者體驗產品的有效。
Taking the D brand of M Company for example, the study conducted the survey of consumer behavior in the anti-acne market and gave marketing advice for M Company. The online questionnaire and focus group interviews were adopted to understand Taiwanese females’ usage and buying behavior of anti-acne products. A total of 387 questionnaires were valid and most of the respondents were aged 15~25; a total of 16 respondents aged 22~28, including university students and office workers, participated in the focus group interviews.
According to the results of the study, consumers suffering from acne use and buy anti-acne products differently due to the skin texture and the severity of acne. In addition, as consumers’ expectations of different anti-acne products vary, it is important to know consumers’ behavior and the product attributes which consumers care about the most. The result also found that consumers’ involvement in treatment-based products, such as anti-acne ointment, is slightly higher than that in cleaning products. It is recommended that the D brand launch treatment-based products first to accumulate loyal customers. When choosing treatment-based products, consumers will consider the suitability of the products and intend to buy new ones, which reflects their variety-seeking buying behavior; besides, treatment-based products belong to experience goods. When the D brand launches treatment-based products, testers may be provided for consumers to experience the effectiveness of the products.
第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究背景 2
第二章 文獻探討 4
第一節 產品分類與行銷 4
第二節 涉入定義與分類 8
第三節 購買行為型態 10
第三章 研究方法 11
第一節 質化研究方法－團體焦點訪談 11
第二節 量化研究方法－線上調查問卷 13
第四章 消費者行為研究 17
第一節 質化分析結果－消費者使用行為 17
一、 困擾點 17
二、 抗痘知識 19
三、 五大類抗痘產品之使用行為 31
四、 抗痘產品之副作用處理 53
五、 抗痘產品之品牌忠誠度 54
第二節 量化分析結果（一）– 消費者購買行為 57
一、 樣本輪廓與基本膚質狀況 57
二、 抗痘產品使用分布 60
三、 產品訊息來源 72
四、 購買通路 73
五、 第一次購買關鍵決策因素 75
六、 目前使用抗痘產品之回購意願 79
七、 五大類抗痘產品品牌與價格 80
第三節 量化分析結果（二） – 五大類產品滿意度分析 86
一、 抗痘軟膏/凝膠 86
二、 抗痘清潔類產品 87
三、 痘痘貼 88
四、 抗痘化妝水/調理水 90
五、 抗痘精華液/原液 91
第五章 結論與建議 93
第一節 結論與討論 93
第二節 建議 98
第三節 研究限制 100
參考文獻 101
附錄一、團體焦點訪談 – 受訪者基本資料 103
附錄二、抗痘品牌分類表 105
附錄三、線上調查問卷內容 107 |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363061 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1043630611 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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