Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/29735
|
| Title: | 從生活型態及購買決策模式探析男性專櫃保養品之消費行為
A Research of the consumer behavior of men`s luxury skin care products: In the perspective of lifestyle and purchase decision model |
| Authors: | 黃浩群
Huang, Hao Chun |
| Contributors: | 祝鳳岡
黃浩群
Huang, Hao Chun |
| Keywords: | 男性保養品
購買決策
生活型態
men’s skin care products
purchase decision
lifestyle |
| Date: | 2007 |
| Issue Date: | 2009-09-11 16:12:27 (UTC+8) |
| Abstract: | 男性保養品市場在近幾年相當受到市場注目，許多大型化妝品集團均針對男性開發男性專屬的皮膚保養用品，在2000年之後，每一年全球的市場均達到二位數之高度成長。從數據上看來，最近幾年的化妝品產業的連年成長，有很大部份是來自於男性消費者的消費主力逐漸產生，他們對於自我外貌的觀念，因為產業、媒體、社會環境的交相傳播影響，使得產品及品牌的觀念漸漸成型，品牌忠誠度與產品的再購也有不少提昇。
本研究即就此一現象做男性專櫃保養品之生活型態與購買決策研究。透過問卷調查，探析男性專櫃保養品消費者的生活型態，並輔以非專櫃保養品之消費者，做兩者的比較分析。本研究共回收937份有效問卷，其中591份是專櫃消費者，346份是非專櫃消費者。本研究利用利用因素分析及集群分析將消費者做生活型態分類；用ANOVA、卡方分析、獨立樣本t檢定分析消費者在購買行為、生活型態、人口變項上的差異；最後用迴歸分析探討品牌滿意度對品牌忠誠度的影響。
研究結果顯示，時尚先鋒族是男性專櫃保養品的目標消費者，其人口變項、生活型態都與其他集群有顯著差異。這個族群對於流行訊息非常敏感，在團體中很活躍、重視社交，並且在意自我形象。他們會透過多元的管道購買專櫃保養品，也會透過網路與其他使用者交換使用心得。而在非專櫃消費者中的時尚先鋒族則是男性專櫃保養品的潛在消費者，他們同樣重視自我的外貌，也會利用較低價的開架式保養品，只是年紀較輕，收入較少，尚未有足夠的預算購買專櫃產品。此外本研究也發現有部分消費者的需求並沒有完全被滿足，某些肌膚問題無法對應該有的專櫃產品。
根據研究結果，企業應加強對時尚先鋒族的行銷，加強價格定位，做好專櫃通路的品牌形象及服務，以提高時尚先鋒族的品牌態度，進而形塑品牌忠誠；強化網路在行銷溝通上的地位，做好網路上的議題管理與公關策略，以強化消費者的品牌滿意度；並且企業應針對目前尚未滿足的需求，發展出對應的專櫃產品，以增加獲利。
It’s been a wide attention to the men’s skin care matkets in recent years. Many of the large cosmetic groups are developing skin care products specifically for men. After the year of 2000, men’s skin care markets around the world are enjoying double-digit growth every year. Also, based on the numbers, the growth of the entire cosmetic industry in these years has largely benefited from the emerging men’s skin care product consumers. The concept of male consumers’ own look, is changing by the communication of the skin care industry, media information, and the whole atmosphere in the society. This phenominon has the power to form the concept of men’s skin care brands and products, and also raises the brand loyalty and repeated product buying.
This research is based on this situation and doing a survey of the consumer lifestyle and purchase decision of men’s skin care products. Through an Internet survey, this research is to analyze the lifestyle of men’s luxury skin care product comsumers, and to compare with the lifestyle of men’s non-luxury skin care product comsumers. Effective samples are in the amount of 937 in total, 591 in luxury consumers, and 346 in non-luxury consumers. The statistics are conducted with factor analysis and cluster analysis to categorize the consumers by their lifestyles; with ANOVA, Chi-square, and independent sample T-test to see the consumer differences in purchase behavior, lifestyles, and demographics; and with regression analysis to discover the impact of the brand satisfaction to the brand loyalty.
Based on the prominent differences in demographics and lifestyles, the result shows that the trend-pioneers are the target of the men’s luxury skin care products. This cluster is especially sensitive to fashion information, active in a group, caring about social activities, and their self images. They purchase luxury skin care products in diversed channels, and exchange information after using products with other users through the Internet. And we discover that the potential consumers are inhabited in the trend-pioneers in the non-luxury product consumers. They’re younger, having less income, also caring about their looks, using cheaper skin care products sold in supermarkets and drugstores, and very willing to buy luxury products in the future. They just need some time to get enough budgets. Another discovery in this research is that some comsumer needs are not fulfilled entirely; certain skin problems do not correspond to products with specific solutions.
Men’s luxury skin care companies, based on the research results, should reinforce the marketing strategies to trend-pioneers, the price positioning strategies, brand images and services in luxury products channels to raise the trend-pioneers’ brand attitudes, and then to form the brand loyalty. The Internet should get more attention in marketing communication, and be used to enhance the issue management and PR strategies in cyber world, to raise consumers’ brand satisfaction. Additionally, to raise the profits, companies involved should develop corresponding luxury products to specific unfulfilled needs. |
| Reference: | 邱志聖（2006）。策略行銷分析：架構與實務應用，第二版。台北：智勝文化。
詹偉雄（2006）。美學的經濟：台灣社會變遷的60個微型觀察。台北：臉譜。
中村奈都子（2005）。化粧品の購入決め手は「効果、効能」と「価格」。日経新産品ウォッチャー、第13号。東京：日本経済新聞社。
水野英莉（2002）。スポーツと下位文化についての一考察。京都社会学年報、第10号。京都：京都大学。
Aaker, David A. (2001). Strategic Market Management, 7th Ed. New York, NY: John Wiley & Sons.
Bittar, Christine (2004). Men`s Grooming: Past the Surface. Brandweek, 45(45), p. 24.
Blackwell, Cathy; Vincent-Wayne Mitchell; Morgan Rothwell (2006). UK Generation Y Male Fashion Consciousness. Journal of Fashion Marketing and Management, 10(2), p. 169.
Byrnes, Nanette (2006). The Secrets of Male Shoppers. Business Week. Sep. 4, 2006; (3999), p. 44.
Chakraborty, Barnini (2005). Market for Men`s Skin Care Grows. Wall Street Journal, Eastern Edition. New York, NY: Apr 20, 2005. p. 1.
Chan Lai K. et al. (2003). Consumer satisfaction index: New practice and findings. European Journal of Marketing, Vol. 37, No. 5/6; p. 872.
Chaudhuri, Arjun and Morris B. Holbrook (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, Vol. 65, No. 2, p81-93.
Dubé, Laurette; Bernd H. Schmitt; France Leclerc (1994). Foreign Branding and Its Effects on Product Perceptions and Attitudes. Journal of Marketing Research, Vol. 31, No. 2, p. 263.
Dubé, Laurette; Michael S. Morgan (1996). Trend Effects and Gender Differences in Retrospective Judgements of Consumption Emotions. Journal of Consumer Research, Vol.23, No.2, p. 156.
Engel, James F.; Roger D. Blackwell, and Paul W. Miniard (1995). Consumer Behavior, 8th Ed., Forth Worth, TX: Dryen Press.
Evans, Matthew W. (2006). The Men`s Market: Innovative Launches from Names New and Established Continue to Fuel Double-digit Growth In the Men`s Market. WWD. New York: Jun 16, 2006; Vol. 191, Iss. 127, p. 20.
Feller, Gorden (2005). Challenging Tradition: A New Taiwan Emerges. Global Cosmetic Industry; Dec 2005; Vol. 173, No. 12, p. 22
Goldsmith, Ronald E.; Thomas S. De Witt (2003). The Predictive Validity of an Opinion Leadership Scale. Journal of Marketing Theory and Practice, Vol. 11, No. 1, p. 28.
Hale, Sondra (1987). Women`s Culture/Men`s Culture: Gender, Separation, and Space in Africa and North America. The American Behavioral Scientist, Vol. 31, No. 1 p. 115.
Holt, Douglas B. (1995). How Consumers Consume: A Typology of Consumption Practices. Journal of Consumer Research, Vol. 22, No. 1, p. 1.
Holt, Douglas B. (1998). Does Cultural Capital Structure American Consumption?. Journal of Consumer Research, Vol. 25, No.1, p. 1.
Holt, Douglas B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. Journal of Consumer Research. Vol. 29, No. 1, p. 70.
Holt, Douglas B. (2004a). How Brands Become Icons, Boston, MA: Harvard Business School Press.
Holt, Douglas B. and J. Craig Thompson (2004b). Man-of-action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption. Journal of Consumer Research, Vol. 31, No. 2, p. 425.
Hunt,H.Keith (1977). Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, Cambridge, MA: Market Science Institute.
Kapferer, Jean-Noël (2001). [Re] inventing the Brand. London: Kogan Page.
Kapferer, Jean-Noël (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. London: Kogan Page.
Kimmel, Michael (1986). Introduction Toward Men`s Studies. The American Behavioral Scientist, Vol. 29, No. 5, p. 517.
Lastovicka, John L.; John P. Murry Jr.; Erich A. Joachimsthaler; Gaurav Bhalla; Jim Scheurich (1987). A Lifestyle Typology to Model Young Male Drinking and Driving, Journal of Consumer Research, Vol. 14, No. 2, p. 257.
Lastovicka, John L.; John P. Murry Jr.; Erich A. Joachimsthaler (1990). Evaluating The Measurement Validity Of Lifestyle Typologies, Journal of Marketing Research, Vol. 27, No. 1, p. 11.
Lee, Yuri (2001). Male Consumers` Behaviour in a High-Priced Clothing Market -Based on Depth Interviews for Brand Image Evaluation-. Journal of Korean Home Economics Association English Edition, Vol. 2, No. 1, p. 57.
Levin, J. and James Alan Fox (2005). Elementary Statistics in Social Research, 10th ed., Boston, MA: Pearson Education.
Levy, Sidney J. (1999). Brands, Consumers, Symbols & Research: Sidney J. Levy on marketing. Thousand Oaks, CA: Sage Publications.
Messner, Michael A. (2005). Still a Man`s World?. in Handbook of Studies on Men & Masculinities, ed. Kimmel, et al.. Thousand Oaks, CA: Sage Publications.
Messner, Michael A.; Jeffery Mentez de Oca (2005). The Male Consumer as Loser: Beer and Liquor Ads in Mega Sports Media Events. Signs, Vol. 30, No. 3, p. 1879.
Oliver, Richard L. (1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, 20(3), 418.
Oliver, Richard L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Boston, MA: McGraw-Hill.
Passariello, Christina (2004). Sales to Men Lifts Beauty Market. Wall Street Journal (Eastern edition). New York, NY: Apr 7, 2004. p. 1.
Solomon, Michael R. (2002). Consumer Behavior, 5th Ed. Upper Saddle River, NJ: Prentice Hall.
Thompson, Craig J. (1999). Trying to Be Cosmopolitan. Journal of Consumer Research, Vol. 26, No. 3, p. 214.
Yi, Youjae (1993). The Determinants of Consumer Satisfaction: the Moderating Role of Ambiguity. Advances in Consumer Research, Vol. 20, eds. L. McAlister and M. Rothschild. Provo, UT: Association of Consumer Research, pp. 502-506. |
| Description: | 碩士
國立政治大學
廣告研究所
94452006
96 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0094452006 |
| Data Type: | thesis |
| Appears in Collections: | [廣告學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 533 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
