| dc.contributor.advisor | 祝鳳岡 | zh_TW |
| dc.contributor.author (作者) | 黃浩群 | zh_TW |
| dc.contributor.author (作者) | Huang, Hao Chun | en_US |
| dc.creator (作者) | 黃浩群 | zh_TW |
| dc.creator (作者) | Huang, Hao Chun | en_US |
| dc.date (日期) | 2007 | en_US |
| dc.date.accessioned | 11-九月-2009 16:12:27 (UTC+8) | - |
| dc.date.available | 11-九月-2009 16:12:27 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-九月-2009 16:12:27 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0094452006 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29735 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 94452006 | zh_TW |
| dc.description (描述) | 96 | zh_TW |
| dc.description.abstract (摘要) | 男性保養品市場在近幾年相當受到市場注目，許多大型化妝品集團均針對男性開發男性專屬的皮膚保養用品，在2000年之後，每一年全球的市場均達到二位數之高度成長。從數據上看來，最近幾年的化妝品產業的連年成長，有很大部份是來自於男性消費者的消費主力逐漸產生，他們對於自我外貌的觀念，因為產業、媒體、社會環境的交相傳播影響，使得產品及品牌的觀念漸漸成型，品牌忠誠度與產品的再購也有不少提昇。 本研究即就此一現象做男性專櫃保養品之生活型態與購買決策研究。透過問卷調查，探析男性專櫃保養品消費者的生活型態，並輔以非專櫃保養品之消費者，做兩者的比較分析。本研究共回收937份有效問卷，其中591份是專櫃消費者，346份是非專櫃消費者。本研究利用利用因素分析及集群分析將消費者做生活型態分類；用ANOVA、卡方分析、獨立樣本t檢定分析消費者在購買行為、生活型態、人口變項上的差異；最後用迴歸分析探討品牌滿意度對品牌忠誠度的影響。 研究結果顯示，時尚先鋒族是男性專櫃保養品的目標消費者，其人口變項、生活型態都與其他集群有顯著差異。這個族群對於流行訊息非常敏感，在團體中很活躍、重視社交，並且在意自我形象。他們會透過多元的管道購買專櫃保養品，也會透過網路與其他使用者交換使用心得。而在非專櫃消費者中的時尚先鋒族則是男性專櫃保養品的潛在消費者，他們同樣重視自我的外貌，也會利用較低價的開架式保養品，只是年紀較輕，收入較少，尚未有足夠的預算購買專櫃產品。此外本研究也發現有部分消費者的需求並沒有完全被滿足，某些肌膚問題無法對應該有的專櫃產品。 根據研究結果，企業應加強對時尚先鋒族的行銷，加強價格定位，做好專櫃通路的品牌形象及服務，以提高時尚先鋒族的品牌態度，進而形塑品牌忠誠；強化網路在行銷溝通上的地位，做好網路上的議題管理與公關策略，以強化消費者的品牌滿意度；並且企業應針對目前尚未滿足的需求，發展出對應的專櫃產品，以增加獲利。 | zh_TW |
| dc.description.abstract (摘要) | It’s been a wide attention to the men’s skin care matkets in recent years. Many of the large cosmetic groups are developing skin care products specifically for men. After the year of 2000, men’s skin care markets around the world are enjoying double-digit growth every year. Also, based on the numbers, the growth of the entire cosmetic industry in these years has largely benefited from the emerging men’s skin care product consumers. The concept of male consumers’ own look, is changing by the communication of the skin care industry, media information, and the whole atmosphere in the society. This phenominon has the power to form the concept of men’s skin care brands and products, and also raises the brand loyalty and repeated product buying. This research is based on this situation and doing a survey of the consumer lifestyle and purchase decision of men’s skin care products. Through an Internet survey, this research is to analyze the lifestyle of men’s luxury skin care product comsumers, and to compare with the lifestyle of men’s non-luxury skin care product comsumers. Effective samples are in the amount of 937 in total, 591 in luxury consumers, and 346 in non-luxury consumers. The statistics are conducted with factor analysis and cluster analysis to categorize the consumers by their lifestyles; with ANOVA, Chi-square, and independent sample T-test to see the consumer differences in purchase behavior, lifestyles, and demographics; and with regression analysis to discover the impact of the brand satisfaction to the brand loyalty. Based on the prominent differences in demographics and lifestyles, the result shows that the trend-pioneers are the target of the men’s luxury skin care products. This cluster is especially sensitive to fashion information, active in a group, caring about social activities, and their self images. They purchase luxury skin care products in diversed channels, and exchange information after using products with other users through the Internet. And we discover that the potential consumers are inhabited in the trend-pioneers in the non-luxury product consumers. They’re younger, having less income, also caring about their looks, using cheaper skin care products sold in supermarkets and drugstores, and very willing to buy luxury products in the future. They just need some time to get enough budgets. Another discovery in this research is that some comsumer needs are not fulfilled entirely; certain skin problems do not correspond to products with specific solutions. Men’s luxury skin care companies, based on the research results, should reinforce the marketing strategies to trend-pioneers, the price positioning strategies, brand images and services in luxury products channels to raise the trend-pioneers’ brand attitudes, and then to form the brand loyalty. The Internet should get more attention in marketing communication, and be used to enhance the issue management and PR strategies in cyber world, to raise consumers’ brand satisfaction. Additionally, to raise the profits, companies involved should develop corresponding luxury products to specific unfulfilled needs. | en_US |
| dc.description.tableofcontents | 摘要 3 Abstract 5 誌謝 7 第一章 緒論 15 第一節 研究背景與動機 15 一、 近年男性保養品市場趨勢 15 二、 台灣化妝保養品市場 16 三、 男性保養品牌 16 四、 專櫃通路 17 第二節 研究目的 19 第三節 研究流程 20 第二章 文獻探討 21 第一節 消費者購買決策模式 21 一、 EKB模式 21 二、 科特勒模式 23 第二節 消費者生活型態 25 第三節 意見領袖特質 28 第四節 男性消費者研究 29 一、 傳統男性研究 29 二、 男性消費觀念的典範轉移（paradigm shift） 29 第五節 網路媒體的力量 31 第六節 來源國形象與品牌形象之間的關係 32 第七節 消費者滿意度 33 第八節 消費者忠誠度 35 一、 忠誠度 35 二、 滿意度與忠誠度之關係 35 第三章 研究方法 36 第一節 研究方法 36 一、 問卷調查法 36 二、 焦點訪談法 36 第二節 研究架構 38 第三節 研究假設 39 第四節 抽樣 41 一、 研究母體 41 二、 抽樣方法 41 三、 樣本數之決定 41 第五節 焦點訪談 43 一、 產品與品牌的高度認知 43 二、 滿意程度與不滿意之因素 44 三、 購買產品與管道的多元性 44 小結 44 第六節 問卷設計 45 第四章 研究結果與分析 49 第一節 樣本分布與人口變項差異初步分析 49 第二節 男性保養品消費行為分析 51 壹、 品牌 51 貳、 購買考量因素及未購買因素 57 參、 購買考量因素分析 58 肆、 近期購買意願 60 伍、 購買金額 61 陸、 購買通路 62 柒、 會購買的產品功能 64 捌、 購前焦慮 65 第三節 媒體資訊 66 第四節 生活型態 68 壹、因素分析 68 貳、集群分析 70 一、 K-Means集群分析 70 二、 集群之命名與差異性分析 71 三、 集群人口統計變項與差異性分析 72 四、 各集群的人口變項差異性分析 74 五、 各集群的人口變項特徵 74 第五節 假設驗證 76 第五章 結論與建議 84 第一節 研究結果與發現 84 一、 男性專櫃保養品消費行為 84 二、 生活型態對男性專櫃保養品消費行為之影響 85 三、 人口變項對男性專櫃保養品消費行為之影響 85 四、 品牌滿意度對品牌忠誠度之影響 86 五、 潛在消費者 86 第二節 研究限制 87 第三節 研究建議 88 壹、後續研究建議 88 貳、實務建議 88 第四節 研究貢獻 90 參考文獻 91 附錄1A：專櫃消費者問卷 94 附錄1B：非專櫃消費者問卷 101 附錄2：問卷過濾網頁 107 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0094452006 | en_US |
| dc.subject (關鍵詞) | 男性保養品 | zh_TW |
| dc.subject (關鍵詞) | 購買決策 | zh_TW |
| dc.subject (關鍵詞) | 生活型態 | zh_TW |
| dc.subject (關鍵詞) | men’s skin care products | en_US |
| dc.subject (關鍵詞) | purchase decision | en_US |
| dc.subject (關鍵詞) | lifestyle | en_US |
| dc.title (題名) | 從生活型態及購買決策模式探析男性專櫃保養品之消費行為 | zh_TW |
| dc.title (題名) | A Research of the consumer behavior of men`s luxury skin care products: In the perspective of lifestyle and purchase decision model | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 邱志聖（2006）。策略行銷分析：架構與實務應用，第二版。台北：智勝文化。 | zh_TW |
| dc.relation.reference (參考文獻) | 詹偉雄（2006）。美學的經濟：台灣社會變遷的60個微型觀察。台北：臉譜。 | zh_TW |
| dc.relation.reference (參考文獻) | 中村奈都子（2005）。化粧品の購入決め手は「効果、効能」と「価格」。日経新産品ウォッチャー、第13号。東京：日本経済新聞社。 | zh_TW |
| dc.relation.reference (參考文獻) | 水野英莉（2002）。スポーツと下位文化についての一考察。京都社会学年報、第10号。京都：京都大学。 | zh_TW |
| dc.relation.reference (參考文獻) | Aaker, David A. (2001). Strategic Market Management, 7th Ed. New York, NY: John Wiley & Sons. | zh_TW |
| dc.relation.reference (參考文獻) | Bittar, Christine (2004). Men`s Grooming: Past the Surface. Brandweek, 45(45), p. 24. | zh_TW |
| dc.relation.reference (參考文獻) | Blackwell, Cathy; Vincent-Wayne Mitchell; Morgan Rothwell (2006). UK Generation Y Male Fashion Consciousness. Journal of Fashion Marketing and Management, 10(2), p. 169. | zh_TW |
| dc.relation.reference (參考文獻) | Byrnes, Nanette (2006). The Secrets of Male Shoppers. Business Week. Sep. 4, 2006; (3999), p. 44. | zh_TW |
| dc.relation.reference (參考文獻) | Chakraborty, Barnini (2005). Market for Men`s Skin Care Grows. Wall Street Journal, Eastern Edition. New York, NY: Apr 20, 2005. p. 1. | zh_TW |
| dc.relation.reference (參考文獻) | Chan Lai K. et al. (2003). Consumer satisfaction index: New practice and findings. European Journal of Marketing, Vol. 37, No. 5/6; p. 872. | zh_TW |
| dc.relation.reference (參考文獻) | Chaudhuri, Arjun and Morris B. Holbrook (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, Vol. 65, No. 2, p81-93. | zh_TW |
| dc.relation.reference (參考文獻) | Dubé, Laurette; Bernd H. Schmitt; France Leclerc (1994). Foreign Branding and Its Effects on Product Perceptions and Attitudes. Journal of Marketing Research, Vol. 31, No. 2, p. 263. | zh_TW |
| dc.relation.reference (參考文獻) | Dubé, Laurette; Michael S. Morgan (1996). Trend Effects and Gender Differences in Retrospective Judgements of Consumption Emotions. Journal of Consumer Research, Vol.23, No.2, p. 156. | zh_TW |
| dc.relation.reference (參考文獻) | Engel, James F.; Roger D. Blackwell, and Paul W. Miniard (1995). Consumer Behavior, 8th Ed., Forth Worth, TX: Dryen Press. | zh_TW |
| dc.relation.reference (參考文獻) | Evans, Matthew W. (2006). The Men`s Market: Innovative Launches from Names New and Established Continue to Fuel Double-digit Growth In the Men`s Market. WWD. New York: Jun 16, 2006; Vol. 191, Iss. 127, p. 20. | zh_TW |
| dc.relation.reference (參考文獻) | Feller, Gorden (2005). Challenging Tradition: A New Taiwan Emerges. Global Cosmetic Industry; Dec 2005; Vol. 173, No. 12, p. 22 | zh_TW |
| dc.relation.reference (參考文獻) | Goldsmith, Ronald E.; Thomas S. De Witt (2003). The Predictive Validity of an Opinion Leadership Scale. Journal of Marketing Theory and Practice, Vol. 11, No. 1, p. 28. | zh_TW |
| dc.relation.reference (參考文獻) | Hale, Sondra (1987). Women`s Culture/Men`s Culture: Gender, Separation, and Space in Africa and North America. The American Behavioral Scientist, Vol. 31, No. 1 p. 115. | zh_TW |
| dc.relation.reference (參考文獻) | Holt, Douglas B. (1995). How Consumers Consume: A Typology of Consumption Practices. Journal of Consumer Research, Vol. 22, No. 1, p. 1. | zh_TW |
| dc.relation.reference (參考文獻) | Holt, Douglas B. (1998). Does Cultural Capital Structure American Consumption?. Journal of Consumer Research, Vol. 25, No.1, p. 1. | zh_TW |
| dc.relation.reference (參考文獻) | Holt, Douglas B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. Journal of Consumer Research. Vol. 29, No. 1, p. 70. | zh_TW |
| dc.relation.reference (參考文獻) | Holt, Douglas B. (2004a). How Brands Become Icons, Boston, MA: Harvard Business School Press. | zh_TW |
| dc.relation.reference (參考文獻) | Holt, Douglas B. and J. Craig Thompson (2004b). Man-of-action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption. Journal of Consumer Research, Vol. 31, No. 2, p. 425. | zh_TW |
| dc.relation.reference (參考文獻) | Hunt,H.Keith (1977). Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, Cambridge, MA: Market Science Institute. | zh_TW |
| dc.relation.reference (參考文獻) | Kapferer, Jean-Noël (2001). [Re] inventing the Brand. London: Kogan Page. | zh_TW |
| dc.relation.reference (參考文獻) | Kapferer, Jean-Noël (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. London: Kogan Page. | zh_TW |
| dc.relation.reference (參考文獻) | Kimmel, Michael (1986). Introduction Toward Men`s Studies. The American Behavioral Scientist, Vol. 29, No. 5, p. 517. | zh_TW |
| dc.relation.reference (參考文獻) | Lastovicka, John L.; John P. Murry Jr.; Erich A. Joachimsthaler; Gaurav Bhalla; Jim Scheurich (1987). A Lifestyle Typology to Model Young Male Drinking and Driving, Journal of Consumer Research, Vol. 14, No. 2, p. 257. | zh_TW |
| dc.relation.reference (參考文獻) | Lastovicka, John L.; John P. Murry Jr.; Erich A. Joachimsthaler (1990). Evaluating The Measurement Validity Of Lifestyle Typologies, Journal of Marketing Research, Vol. 27, No. 1, p. 11. | zh_TW |
| dc.relation.reference (參考文獻) | Lee, Yuri (2001). Male Consumers` Behaviour in a High-Priced Clothing Market -Based on Depth Interviews for Brand Image Evaluation-. Journal of Korean Home Economics Association English Edition, Vol. 2, No. 1, p. 57. | zh_TW |
| dc.relation.reference (參考文獻) | Levin, J. and James Alan Fox (2005). Elementary Statistics in Social Research, 10th ed., Boston, MA: Pearson Education. | zh_TW |
| dc.relation.reference (參考文獻) | Levy, Sidney J. (1999). Brands, Consumers, Symbols & Research: Sidney J. Levy on marketing. Thousand Oaks, CA: Sage Publications. | zh_TW |
| dc.relation.reference (參考文獻) | Messner, Michael A. (2005). Still a Man`s World?. in Handbook of Studies on Men & Masculinities, ed. Kimmel, et al.. Thousand Oaks, CA: Sage Publications. | zh_TW |
| dc.relation.reference (參考文獻) | Messner, Michael A.; Jeffery Mentez de Oca (2005). The Male Consumer as Loser: Beer and Liquor Ads in Mega Sports Media Events. Signs, Vol. 30, No. 3, p. 1879. | zh_TW |
| dc.relation.reference (參考文獻) | Oliver, Richard L. (1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Response. Journal of Consumer Research, 20(3), 418. | zh_TW |
| dc.relation.reference (參考文獻) | Oliver, Richard L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Boston, MA: McGraw-Hill. | zh_TW |
| dc.relation.reference (參考文獻) | Passariello, Christina (2004). Sales to Men Lifts Beauty Market. Wall Street Journal (Eastern edition). New York, NY: Apr 7, 2004. p. 1. | zh_TW |
| dc.relation.reference (參考文獻) | Solomon, Michael R. (2002). Consumer Behavior, 5th Ed. Upper Saddle River, NJ: Prentice Hall. | zh_TW |
| dc.relation.reference (參考文獻) | Thompson, Craig J. (1999). Trying to Be Cosmopolitan. Journal of Consumer Research, Vol. 26, No. 3, p. 214. | zh_TW |
| dc.relation.reference (參考文獻) | Yi, Youjae (1993). The Determinants of Consumer Satisfaction: the Moderating Role of Ambiguity. Advances in Consumer Research, Vol. 20, eds. L. McAlister and M. Rothschild. Provo, UT: Association of Consumer Research, pp. 502-506. | zh_TW |
