網路水貨化妝保養品之消費者特性、態度及購買行為之關係

Abstract

綜觀國內化妝保養品通路變革，從過去百貨公司化妝品專櫃獨大，到後來由於市場區隔，有一些比較中低價產品或比較小的品牌跑到屈臣氏、康是美、超市及量販店等通路。接著開放化妝品真品平行輸入，化妝保養品的通路又多了真品平行輸入店。而網際網路興的發展，及隨著上網人口的增加，網際網路的普及，不單單只是讓人們蒐集資料更加方便，更成為一個新的商務環境，帶動了電子商務的發展，也開啟了購買化妝品保養品真品平行輸入的另一扇門。 為了探討有購買水貨化妝保養品習慣但不同購買通路的消費者對於網路水貨化妝保品的態度，如何影響其實際上在網路上購買水貨化妝保養品，並且進一步找出會影響對網路水貨化妝保養品態度的消費者特性，本研究首先對有購買水貨化妝保養品習慣之消費者，包含曾經有購買網路化妝保養品水貨經驗與無此經驗之消費者進行問卷調查，以得知水貨化妝保養品消費者的主要消費者特性，其次，再將兩群消費者進行羅吉斯分析，以釐清消費者對水貨化妝保養品態度對其實際購買行為的影響。 研究顯示價格知覺、採購明智性、性能價格比推論、風險厭惡以及便利性等五種消費者特性對於網路水貨化妝保養品消費者態度三成份各有影響，而網路水貨化妝保養品消費者態度又顯著影響水貨化妝保養品消費者實際購買行為，因此本研究推論，具有不同之價格知覺、採購明智性、性能價格比推論、風險厭惡以及便利性等消費者特性之水貨化妝保養品消費者，其選擇於實體通路或網路通路購買水貨化妝保養品之行為會有所差異。

The appearance of Internet has contributed to rapid growth of both surfer population and business applications. As a result, the Internet-based E-commerce has become a new business practices in the information society. Under the impact, the new consumption trend of gray-market cosmetics through internet is growing. The study is intended to explore how differently consumers’ attitudes towards cosmetics in gray market channels, affect their purchasing behavior of gray-market cosmetics on the internet, and proceed to distinguish the consumer characteristics which have an impact on their attitude towards gray-market cosmetics on the internet. The research conducts a survey of consumers buying cosmetics in the gray market, whatever on the internet or not. A convenient sampling method is used to select respondents. The major finding of this study includes: First, five of the consumer characteristics, price perception, purchasing intelligent, price-quality inference, risk averseness, and convenience differently affect consumer’s attitude towards gray-market cosmetics on the internet. Secondly, consumer’s attitude towards gray-market cosmetics on the internet further has an impact significantly on consumer’s purchasing behavior. Therefore, this research infers that choice for physical or virtual channels to buy gray-market cosmetics depends on consumer’s different characteristics as mentioned above.