以交易成本觀點探討消費者對開架式化妝品之再購意願分析－以台北市大專院校大學部女學生為例

Abstract

近年來由於化妝品消費年齡層下降，且根據統計台灣開架式化妝品市場目前正以年成長百分之十五至二十的比例逐年成長中，而女性開始化妝的年齡也降至十二歲，顯示出消費者的消費型態正在快速改變外，也讓化妝品業者開始了解到，開架式化妝品或許比專櫃化妝品對女性消費者的吸引力更大。因此對於開架式化妝品業者而言，了解與消費者間的交易關係及再購意願，為一非常重要的課題。 過去研究尚無以交易成本為理論基礎分析開架式化妝品之再購意願的相關文章，且過去研究常以專櫃化妝品為實證，但隨著M型社會時代的來臨，開架式化妝品愈趨熱門。故本研究嘗試以交易成本的觀點分析廠商之因應策略，探討廠商實際採行的行銷策略或工具對消費者再購買意之影響，並針對曾購買開架式化妝品的消費者發放問卷，總計蒐集有效樣本400份，並進行複迴歸分析。 結果發現：開架式化妝品業者的行銷策略得以提高消費者的再購買意願，主要是因為這些策略有助於降低消費者的交易成本，提升了交換的效率。業者提供折扣或贈品、創新或加強商品功能及商品包裝美觀可降低消費者的外顯單位效益成本；而建立網站、增設通路及商品分類清楚可降低資訊搜尋成本；強調來源國、知名集團開架式及代言人可降低道德危機成本；特殊彩妝功能、特殊使用方法及名人使用案例則提高了專屬陷入成本；而交易成本中以道德危機成本及專屬陷入成本影響再購意願的程度最大。此研究結果可提供開架式化妝品業者在行銷策略上的參考及資源分配的先後順序。

The average shopping age for cosmetics has been declining in recent years. From the statistics, Taiwan’s open shelf cosmetics market is seeing an annual increase of 15~20% and growing; and that on average, the age for girls to do their first make-ups has also lowered to just 12 years old. This shows not only that the consumers’ shopping pattern for cosmetics is shifting in haste, but also a trend for cosmetic businesses to realize how open shelf cosmetics can be more attractive for female consumers compared to the cosmetic counter method. Therefore, it is of utmost importance for businesses engaging in open shelf cosmetics to understand the transaction relations and the potential repurchase intentions of their customers.

Past researches in the field had not attempted to use the transaction cost as the basis to examine the repurchase intentions for consumers on open shelf cosmetics. And similar researches were done only on cosmetic counters. With the current trend of the “M society”, it is inevitable for open shelf cosmetics to become ever more popular. The research conducted in this thesis paper will try to attempt to use the theory of transaction costs as a frame of reference to analyze the strategies that were used by the firms. Questionnaires were sent out to people who purchased their cosmetics from open shelves, and 400 of them were retrieved and evaluated using multiple regression analysis.

Results found that open shelf cosmetic businesses’ marketing strategies successfully increased consumers’ repurchase intentions mainly because those strategies helped to cut down transaction costs for their customers- and thus improved the efficiency of the transactions. Firms provide discounts or gifts, innovation or improve product attributes, and product packaging to reduce the external cost on utility for the customers; setting up of websites, channel creation, and clear product classification to reduce the cost of information search; stressing on country of origin, known organizations, and spokesperson to reduce the cost the moral hazard; special features of cosmetics, special usages, and usages by famous celebrities can increase hold-up cost. The factors having the most influence on consumers’ repurchase decisions are found to be the cost of moral hazard and hold-up cost. This research result can provide a reference for businesses in open shelf cosmetics when engaging in their marketing and resource allocation strategies.