新竹市女性消費者購買化妝品之通路選擇與購買意願之研究

Abstract

由於社會經濟的發展以及國民生活水準的提升，加上女性的消費能力因女性就業市場的擴大而提高，並隨著科技日新月異，化妝產品不斷推陳出新，且消費者可經由各種不同通路購買，使得化妝品產業日益蓬勃發展。 本研究以Howard 的修訂模式做為觀念性架構，探討新竹市女性化妝品通路型態的選擇與購買意願，採用的變數包括人口統計變數、產品屬性變數、通路型態變數及消費者購買過程等四組變數，發放回收有效問卷計408 份，並以卡方檢定、因素分析、變異數分析等統計分析方法進行資料分析。 最後本文根據研究結論，提出幾項針對化妝品通路業者的行銷建議，以供相關業者擬定行銷策略之參考。

The industry of cosmetics becomes booming due to the following reasons: the rising of economics and living standard, the higher purchasing ability of more and more career girls, the variety of cosmetic product because of the brand-new technology, and several kinds of the channels that consumers may choose. The study adopts Howard-Sheth model as the conceptual framework to research female consumers’ choice of cosmetics channels and purchase intention in Hsinchu City. The total effective samples are 408 units. The main statistical methods are ANOVA, Chi-square analysis, factor analysis, etc. After the survey and analysis, the study gives some suggestion for the companies related to make marketing strategy.