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| 題名: | Z世代女性對臉部護膚品牌會員活動之參與行為研究
Participation behavior of Generation Z women toward facial skincare brand membership programs |
| 作者: | 黃敬源
Huang, Jing-Yuan |
| 貢獻者: | 白佩玉
黃敬源
Huang, Jing-Yuan |
| 關鍵詞: | Z 世代
CRM 顧客關係管理
品牌會員活動
Fogg 行為模型
Generation Z
Customer relationship management (CRM)
Brand membership programs
Fogg Behavior Model |
| 日期: | 2025 |
| 上傳時間: | 2025-08-04 13:44:18 (UTC+8) |
| 摘要: | 隨著顧客關係管理(CRM)系統在行銷領域的廣泛應用，品牌會員制度已成為企業深化顧客關係與蒐集行為數據的重要工具。然而，現行多數制度設計仍未能因應Z世代的消費特性，導致其參與意願與實際使用率偏低。本研究以Z世代女性對專櫃臉部保養品牌會員活動的參與行為為主題，旨在探討其會員活動註冊動機、參與障礙與痛點、設計偏好，進而提出具體制度設計建議。
本研究採用Fogg行為模型為理論架構，透過問卷篩選出具代表性之受訪者，並依品牌會員活動涉入程度劃分為三類族群（未註冊、註冊未使用、註冊且有使用），進行半結構式質性訪談。根據114份有效問卷，本研究先描述Z世代女性於臉部保養品市場的消費行為輪廓，再從中篩選出9位受訪者進行質性訪談。本次研究樣本年齡集中於20–29歲；購買頻率主要為每2–3個月補貨一次；平均單次消費金額多落在NTD 1001–2000元之間；品牌偏好類型為 67%偏好開架品牌，29%偏好專櫃品牌；主要購買通路為實體通路者佔58%，線上通路者佔42%；且約八成受訪者表示品牌知名度影響其購買行為。研究發現，在跨族群共通偏好上，Z世代女性普遍重視註冊誘因的「選擇性與立即性」、點數規則的「彈性與提醒設計」、流程的「簡潔化」、以及互動方式的「非干擾性」。例如，有受訪者指出註冊會員活動後可自選註冊禮將提高參與意願，亦有多人反映不想一直被品牌打擾，偏好在有購買意圖時再主動接收品牌資訊。此外，不同涉入程度的消費者對會員活動具有不同面向的期待：未註冊者更偏好零接觸與低干擾的註冊方式；註冊未使用者則在意會員權益的實用性與兌換門檻；註冊且有使用者則期望透過分級制度獲得尊榮感與會員身份上的識別。實務建議方面，品牌應於註冊初期提供具選擇性的即時獎勵，簡化會員註冊與兌換流程，並強化情緒連結與認同感，以有效提升Z世代女性對品牌會員活動的參與率與忠誠度。
With the widespread application of Customer Relationship Management (CRM) systems in marketing, brand membership programs have become essential tools for companies to deepen customer relationships and collect behavioral data. However, many existing membership programs fail to address the unique consumption characteristics of Generation Z, resulting in low registration willingness and limited actual usage. This study focuses on the participation behavior of Gen Z women in department store skincare brand membership programs, aiming to explore their motivations for registration, barriers and pain points, and design preferences—ultimately providing concrete recommendations for program optimization.
Guided by the Fogg Behavior Model, this study first conducted a screening questionnaire to identify representative respondents. Based on their level of involvement in membership activities, participants were categorized into three groups: non-members, registered non-users, and active users. In-depth semi-structured interviews were conducted with 9 Gen Z female respondents. Based on 114 valid survey responses, the study first outlines the consumption behavior profile of Generation Z females in the facial skincare market, and subsequently selects nine participants for in-depth interviews. The sample primarily comprises individuals aged 20–29, with most reporting a purchase frequency of once every 2–3 months and a typical spending range of NTD 1,001–2,000 per transaction. In terms of brand preference, 67% favor mass open-shelf brands, while 29% prefer premium counter brands. Regarding purchasing channels, 58% primarily shop in physical stores, whereas 42% prefer online platforms. Additionally, approximately 80% of respondents indicate that brand awareness significantly influences their purchasing decisions. The findings reveal several shared preferences across all groups: a desire for "immediate and customizable" registration incentives, "flexible and reminder-supported" point accumulation systems, simplified processes, and a clear aversion to intrusive brand interactions. For example, some participants indicated they would be more likely to register if they could choose their welcome gift, while others expressed a preference for receiving brand information only when they had a clear purchase intention.
Additionally, each group exhibited distinct expectations: non-members preferred zero-contact, low-pressure registration methods; registered non-users emphasized the practical value and clarity of rewards; and active users sought hierarchical membership systems that offer prestige and identity recognition.
In terms of practical recommendations, brands should offer customizable and immediate rewards at the point of registration, simplify both the sign-up and reward redemption process, and strengthen emotional resonance and consumer-brand identity, in order to increase Gen Z women's engagement and loyalty toward membership programs. |
| 參考文獻: | 一、英文文獻
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三、書籍文獻
1. Creswell, J. W. (2013). Qualitative inquiry & research design: Choosing among five approaches (3rd ed.). SAGE Publications.
2. 科特勒，P.，陳就學，& 塞提亞宛，I. 2021。行銷5.0：科技與人性完美融合時代的全方位戰略，運用MarTech，設計顧客旅程，開啟數位消費新商機。台北：天下雜誌。 |
| 描述: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363031 |
| 資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0112363031 |
| 資料類型: | thesis |
| 顯示於類別: | [企業管理研究所（MBA學位學程）] 學位論文
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