彩妝部落格資訊搜尋者生活型態與購買行為之研究

Abstract

本研究從使用者的角度，針對以彩妝為特定討論主題的類型部落格之資訊搜尋者進行研究。探討該族群在生活型態、媒體使用與購買行為間之關聯。研究首先借用涉入理論及AISAS與AIDEES兩消費者行為模式為概念架構，再以深訪十一位彩妝部落格資訊搜尋者，界定研究內涵範圍與深化研究問題，隨後進行問卷調查，針對四百一十份有效問卷分析並解釋先前歸納出該族群的新行為模式AIDSAES。研究發現彩妝部落格資訊搜尋者特徵大致為有高度自信、品味或妝扮，十分在意時下流行，講究髮型與服飾，對於市售的新產品頗具好奇心，自主性強，在團體中具影響力。個性開朗活潑，喜好參與各種活動，偏愛異國文藝流行與美食。同時也屬重度的網路依賴者，容易相信網路上具有口碑的訊息，但通常是在沒有理性思考的形況下產生衝動購物行為。在購買通路部份，「自信滿意」、「追求流行」及「科技依賴」類型的資訊搜尋者，其未來購買通路為實體店面。本研究結果可供彩妝保養品相關業者有效擬定日後整合行銷傳播策略之參考。

Based on the perspective of users, the purpose of this study is to examine the information searchers on the cosmetic blogs in general and to analyze the relationships among their lifestyles, media uses and purchase behaviors in particular. This study firstly adopts the involvement theory, the AISAS and the AIDEES consumer behavior models as a conceptive framework, and then conducts in-depth interviews with eleven cosmetic blog information searchers in order to define the content of this research and to develop items of the questionnaire. Finally, data from the following survey are analyzed and the results are used to explain a new model of AIDSAES, also an induction from literature review. Findings indicate that information searchers on cosmetic blogs tend to be highly self-confident of their better taste and dressing up. They are not only very fashion conscious of hairstyle, clothes and adornment but also curious about new and different products. Independent and extrovert, this sort of person is rather influential in a group and enjoys outdoor activities, exotic food as well as arts much more than others. Given as heavy Internet users, they are vulnerable to the Internet buzz and tend to be impulsive buyers. In terms of purchase channel, there is a strong probability that subjects with lifestyle of `self confidence and satisfaction,` `fashion following,` and `technology dependence` will buy make-up at physical shops in future. Results of this study could help marketers in cosmetic industry to gain an insight into the issue of information searchers on cosmetic blogs and to develop a more effective integrated marketing communication strategy.