塑身保養品消費者購買行為及其市場區隔研究- 以台北市女性消費者為例

Abstract

本研究以 EKB 消費者行為理論之模式探討購買決策過程，包括需求認知、資訊尋求等五個階段，發展出消費者行為變數，同時選擇適當生活型態變數作為市場區隔基礎，將市場分割為數個區隔，再加上人口統計變數，具此描述與剖析各區隔市場之女性消費者的行為特性，最後根據上述的分析，提出行銷策略的建議以提供塑身保養品業者作參考。本研究對象為大台北地區女性消費者，於96年9月27日到10月31日間,對參與台北市百貨公司周年慶期間之女性消費者進行問卷調查。採簡單隨機抽樣方式，總計發放982份問卷，最終取得673份回函，實得有效問卷總計 411份。資料分析方面，採用因素分析法對生活型態變數進行資料縮減，再以集群分析法將消費者分群，之後以卡方檢定及變異數分析等方法檢定各項研究假設。 研究結果發現，塑身保養品女性消費者可透過生活型態變數，區隔為「衝動善變型」、「傳統務實型」及「精打細算型」三種類型。而各區隔市場的消費者在人口統計、資訊尋求、產品屬性評估準則及各項消費實態(使用年限除外)，皆有顯著差異。

The study adopts E-K-B consumer behavior model as the conceptual framework. The life style variables and demographic variables are input variables. The AIO life style variables are taken as categorization basis. Consumption reality variables describe the consumers' behavior in order to analyze the characteristics of female consumers. The study subjects are Taipei female consumers who went to attend the department stores' annual on-sale events during September 27th to October 31st 2007. The study is conducted with questionnaires to gather data. As for the data analysis, we use the methods of factoring and life style variables to reduce the data and then adopt group analysis to divide the subjects into different groups. After that, variance and Chi-square methods are used to check all study hypotheses. In the end, we found that female consumers of body slim lotion products can be categorized through life style variables as three types. These consumers in different types have obvious differences in demographic variables, sources of information, the evaluation principles of product attributes, and consuming style.