品牌形象影響開架式保養品購買行為及顧客滿意度之研究—以台北市女性消費者為例

Abstract

「愛美是女人的天性」，近年來女性意識抬頭以及經濟獨立，隨著化妝保養品消費者年齡層下降，市面上女性對保養品的選擇越來越多，使得化妝保養品的市場規模不斷擴張，再加上近年許多知名品牌化妝保養品集團以副品牌搶攻開架保養品市場，因此開架式保養品業者面對如此競爭的市場，如何因應潮流並掌握消費者特性與需求，建立良好的品牌形象以及提升顧客滿意度是未來發展之重點，而本研究目的即探討品牌形象對開架式保養品消費行為及顧客滿意度之關係。

本研究採用Howard-Sheth 模式作為本研究之架構，並以台北市女性消費者為調查對象，以人口統計變數、開架式保養品產品屬性變數、資訊來源變數、消費動機變數及消費實態變數作為投入變數，藉由干擾變數品牌形象探討對消費者購買開架式保養品行為及顧客滿意度影響的關係。本研究採用網路問卷調查法，共回收456份有效問卷，並使用敘述性統計、因素分析、信度分析、卡方檢定、雪費檢定、變異數分析和迴歸分析等統計方法進行分析，對蒐集之樣本資料進行分析。

根據本研究結果顯示，開架式保養品消費者在人口統計變數對資訊來源、消費實態變數、消費動機變數、產品屬性及品牌形象評估準則，皆有顯著差異，而品牌形象對開架式保養品消費者之顧客滿意度呈現正向相關，因此本研究結果可提供開架式保養品業者進行市場區隔以及訂定行銷策略之建議與參考。

“Desires for beauty is woman’s instinct.” Nowadays the market scale of Cosmetics and Toiletries (C&T) products has grown rapidly because of several reasons and trends like the awakening of feminist consciousness, economic independence of women, more selections of C&T products than before and more target consumers move toward younger groups. In addition, a great deal of famous C&T enterprise groups have used subsidiary brand to enter the market of skin care products in open-shelf channels recently. As a result, the key points of future development to open-shelf type skin care Product companies are how to know the information of customer characteristics and demands, establish good brand image and improve customer satisfaction. The purpose of this research is to study whether brand image has the relationship on consumer behavior and customer satisfaction of open-shelf type skin care products.

The Howard-Sheth model is used as a conceptual framework in the study. The research uses internet questionnaire survey method to understand female customers who have purchased open-shelf type skin care products in Taipei City as the primary studying group. Moreover, the research uses demographic variables, product attributes variables of open-shelf type skin care products, sources of information variables, consumption variables and purchasing motive variables as input variables, then uses brand image as a moderator to observe if the brand image will affect the consumer behavior and the customer satisfaction. Moreover, 456 valid questionnaires were collected from female consumers in Taipei City. All data were analyzed by the main statistic methods which were Descriptive Analysis, factor analysis, Reliability Analysis, ANOVA analysis, Chi-Square test, Scheffe's Test and Regression Analysis.

The results show that demographic variables have significant differences from sources of information, consumption variables, purchasing motive variables, product attributes, and brand image. Moreover, brand image has positive relationship on customer satisfaction. Therefore, companies of C&T products can focus on different target customers to do market segmentation and establish the proper marketing strategies.