生活型態對台北市女性消費者在連鎖藥妝店消費行為影響之研究

Abstract

隨著國內國民所得與教育水準的提高，以及自我保養與護理的觀念日漸盛行，消費者對於健康與美麗的追求已是趨勢；此外，因國內之物價水準不斷攀升，使得消費者對於更平價與具有高效果的藥妝產品與保健食品也更加渴望。基於上述之原因，近年來台灣連鎖藥妝店可說是逢勃發展。 本研究目的在於得知台北市女性消費者於連鎖藥妝店之消費行為。我們希望得知消費者於連鎖藥妝店消費時，重視哪些通路結構屬性與商店形象屬性而影響其消費行為。此外，本研究根據生活型態與人口統計資料，並且以AIO生活型態變數當做分類基準將消費者分群。因此，本研究探討不同生活型態集群的消費者之消費習性並根據研究結果提出可行之行銷建議。 本研究以在台北市連鎖藥妝店之女性消費者為問卷調查對象，研究結果來自於395份之有效問卷。研究結果發現：本研究可透過生活型態變數將消費者分為三個集群，而且不同生活型態的女性消費集群在人口統計變數、消費實態、商店形象與通路結構屬性上均有顯著差異。

Along with the rising of the capita income and the level of education, the popularity of body maintenance, pursuing health and beauty has become a trend. Furthermore, consumers long for cosmeceutical products and health-care food at a more reasonable price because prices keep going up in Taiwan. With all the causes above, cosmeceutical chain stores in Taiwan develop rapidly. The research aims to realize the consumer’s consuming behavior at cosmeceutical chain stores. We hope to understand what store image and distribution channel attributes customers put emphasis on. Additionally, we examine the life style and demographic data, and take the AIO lifestyle variables as the categorization basis to divide consumers into different consumer groups. Then we try to generalize consuming behavior of each consumer groups, and give some marketing suggestions to cosmeceutical chain stores in Taiwan. The study is conducted with a questionnaires survey from customers at cosmeceutical chain stores. The result came to 395 effective samples, and female consumers can be segregated into three groups. The results shows consumers of different groups have significant difference on demographic variables, actual consumption, and the evaluation principles of store image and distribution channel attributes.