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| Title: | 女性健髮產品消費者決策流程研究
An Investigation Into Consumer Decision Process of Female Hair Care Treatment |
| Authors: | 蔣紫緹
Jiang, Tzu-Ti |
| Contributors: | 張愛華
李嘉林
蔣紫緹
Jiang, Tzu-Ti |
| Keywords: | 消費者決策流程
健髮產品
EKB Model |
| Date: | 2018 |
| Issue Date: | 2018-08-07 17:23:41 (UTC+8) |
| Abstract: | 研究發現，台灣具有落髮困擾的女性比例不亞於男性。許多廠商因應女性落髮的趨勢，開始推出女性專屬健髮產品，但目前市面上的產品及廣告主要訴求對象皆以男性為主，因此許多品牌在行銷操作上除了不了解女性消費者，也無前例可做參考。因此本研究希望能夠提供品牌在行銷操作上的建議，讓消費者使用產品後得以解決落髮困擾。本研究主要以消費者決策流程EKB模型為架構，針對六位不同年齡但具有落髮困擾的女性進行質化訪談，並擬定兩大研究問題：
第一為了解25歲以上具有落髮困擾之女性針對健髮產品的產品購買決策歷程。研究結果發現女性主要頭髮困擾為掉髮增加，且多在洗髮後發現或由髮型設計師告知。蒐集資訊除了人際來源外，亦會上網搜尋成功案例。評估產品時，消費者最在意功效，其次為品牌。消費者選擇購買解決落髮的洗髮精解決問題，非健髮產品。原因為擔心使用健髮產品後會產生副作用等。消費者不再使用健髮產品的原因為感覺產品無效、價格偏高，且不想要長期依賴。建議品牌商可以精準掌握消費者痛點，並擬定策略與消費者溝通，且明確的向消費者傳達產品功效，將有效提升選購意願。品牌也需要解決消費者對於健髮產品的疑慮，才能讓更多的女性消費者願意嘗試及購買。
第二為了解如何針對25歲以上具有落髮困擾之女性設計關於健髮產品的平面廣告訴求，由消費者針對不同廣告內容與訴求方式表達喜好度。消費者對於廣告訴求較偏好廣告直接傳遞功效，且希望廣告可以以消費者覺得最短的時間三個月來表達產品產生效果所需的時間。
為使研究更具有代表性，未來研究需增加訪談樣本人數及地區多樣性。此外，在執行上亦可將健髮產品分為含藥與不含藥兩種分別進行研究，並增加量化研究、店中觀察法及網路社群評論等，使論點更為完整。
Recently, researches on hair loss issue show that there has been an increasing concern about female hair loss problem. More and more companies launch the hair care treatment. However, the main appeals for products and advertisements in the market are mainly for male. Brands are hardly to find the reference on marketing to female hair care treatments. There are two main research questions, upon which the investigation results, will be helpful for marketers to draw future marketing plans.
The first one is to figure out the decision making process of women over 25 years old who have concern on hair loss. Therefore, the research interviewed six females with hair problems based on the EKB Model. The results show that respondents have several hair loss problems. The main problem is increasing hair loss. They often find out after washing hair or being told from their hair stylists. They will often look it up through the Internet for solutions of hair loss problems. When they consider the product, they consider more on its efficacy and brand reputation. Most respondents buy special shampoo, instead of hair care treatment, to solve their hair loss problem. The main reason is because they are concerned with the side effects. Some users lapse from the hair care treatment since the treatment doesn’t work for them and the price is too high. Therefore, they don’t want to rely on it forever.
Above all, companies should dedicate to meet consumer needs and communicate to consumers more often. Besides, showing the efficacy directly to consumer could possibly initiate consumer to buy hair care treatment. Most important of all, brands should convince consumers that their hair care treatments aren’t harmful.
The second one is to find out how to design the appeal of print advertising for women over 25 years old who have hair loss problems. Based on the results of our research, consumers prefer advertisements that clearly show the period of treatment to be effective. The preferred period for consumers is within 3 months.
To make the research more generalizable, adding amount of consumers and from different area should be considered in the future. Besides, to make the result more valuable, the research can divide the hair care treatment into two categories (with Minoxidil and without Minoxidil). It is, also suggested that some other methods be used to increase the validity of research findings, such as in-store observation, quantitative research and online word-of-mouth research. |
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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)
105363020 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105363020 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.MBA.060.2018.F08 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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