品牌形象影響拋棄式隱形眼鏡購買行為之研究－以台北市大學生為例

Abstract

近年來，台灣的近視人口不斷的上升，且對於視力輔助品之美觀和安全性的需求也越來越高，導致隱形眼鏡使用者的增加。儘管拋棄式隱形眼鏡的價格高於傳統式隱形眼鏡和一般框架眼鏡，但為了滿足外觀和健康等自我追求，許多消費者願意購買相對高價的拋棄式隱形鏡片，而這可能是由企業創造出來的品牌標識之結果。因此，本研究以隱形眼鏡的主要消費族群之一的大學生作為研究對象，探討品牌形象對購買拋棄式隱形眼鏡消費者之影響，以及消費者行為決策之過程。 本研究之問卷調查共回收 388 份有效樣本，進行統計分析，研究結果顯示，台北市大學生在購買拋棄式隱形眼鏡之人口統計變數、消費實態、購買動機、資訊來源以及產品屬性評估準則上皆具有顯著差異。此外，統計結果也發現品牌形象與消費實態間有顯著相關，其中經驗性品牌形象和消費實態之購買頻率與購買金額間存在著正向關係。

In recent years, a continuous increase of myopia and diversification of vision aids, whether for cosmetic or sureness eyewear purposes, have been the key drivers of achieving great demand for contact lenses in the eyewear industry in Taiwan. Although disposable contact lenses cost more than traditional contact lenses and glasses in general, many consumers are willing to spend on high-priced expendable lenses in order to fulfill their needs. Such public behavior is often observed among young users and it could be resulted from brand identity created by companies. Setting college students, one of a major consumer of disposable contact lenses industry, for main target population, this article investigates the influence of brand images on purchasing disposable contact lenses as well as the behavior of the consumer decision-making processes. The study analyzed the data of 388 valid poll samples, which were collected from originally designed survey. The results showed that there were statistically significant findings between demographic variables, actual consumption variables, motivation variables, information variables and product attribution variables. In addition to the statistical significane observed between brand image and actual consumption variables, which include amount and frequency of purchase, there was an existing positive correlation between experiential brand image and acual consumption variables.