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中文論文名稱 男性面膜消費者之購買行為研究
英文論文名稱 A study of the Purchasing Behavior on Male Mask Products.
校院名稱 淡江大學
系所名稱(中) 國際商學碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration (EMBA) in International Commerce
學年度 98
學期 1
出版年 99
研究生中文姓名 吳書華
研究生英文姓名 Shu-Hua Wu
學號 796520129
學位類別 碩士
語文別 中文
口試日期 2010-01-11
論文頁數 79頁
口試委員 指導教授-曾義明
共同指導教授-林美榕
委員-黃哲盛
委員-方文昌
中文關鍵字 男性面膜  消費者的購買行為 
英文關鍵字 Male Mask  consumer behavior 
學科別分類 學科別社會科學商學
中文摘要 保養品一直以來都是以女性使用為主,不過隨著時代的進步,男性也開始注重外在,
追求自我的整體美感。

在男性保養風潮開始之際,因市場上男性保養品產品較少,又本身保養觀念不足及錯誤,男生常會使用女性(老婆或女朋友)的保養品,但是因為男女膚質的大不同,男性皮膚往往比女性皮膚較容易流汗及出油,且痘皰及毛孔粗的問題也多於女性,所以共用女性的保養品,實在不能得到真正的保養效果,因此 業者嗅到這股男性想要讓自己變得更好的需求,及背後廣大的商機,開始針對男性皮膚,提供男性專用產品。

本研究欲站在面膜廠商的角度,以Engel,Blackwell and Miniard的CDP購買行為
決策做為研究架構,透過有系統性的分析,欲了解男性購買面膜的行為及動機、資訊來源,購買考慮因素及其消費者特性等重要資訊,期能讓廠商先了解男性在採購面膜產品上在乎的項目為何,進而提供廠商在後續產品行銷策略的訂定有一定助益。

本研究對象為大台北地區男性消費者,以大台北地區藥妝店為調查區域,直接在藥妝店門口,鎖定已消費完的男性客人,以面對面方式,請其填答問卷,另輔以鎖定四周親朋好友,限定為男性受測者,請其以書面或是e-mail方式協助填答問卷,總共發出223份問卷,有效問卷數量為200份,問卷發放回收期間一個月,自98年5月起至98年6月止。
資料分析採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,之後以迴歸及變異數分析等方法檢定各項研究假設。

研究結果發現男性面膜消費者,可透過生活型態變數區分為並分別命名為「重視流行資訊」、「注重社交生活」、「喜愛旅遊活動」等三項類型,只有「喜愛旅遊活動」對產品價格、使用方法簡單性、品牌知名度、購買通路及販售人員的專業知識重視程度,皆有顯著差異。



關鍵字:男性面膜,消費者的購買行為

英文摘要 Skincare products have traditionally been seen as a beauty aid and focused primarily on the female consumer. However, in today’s modern times women are no longer the only ones concerned about how they look. Men realize that their
individual appearance can dramatically alter their self-image as well as impact other people’s perception of them. As men become more cognizant of these realities regard-
ing appearance they begin search for ways to improve or enhance their facial features.

Although there is a heightened awareness and emphasis on appearance by males, there are very few male-specific skincare products in the marketplace. Along with a lack of products there is a lack of male oriented skincare information. As a result, it is commonplace for a man concerned with his appearance to use skin care products that were originally intended for females. This is an incorrect approach to male skincare because there are numerous gender specific differences in male and female skin types. This makes a male’s skin more prone to sweating and oilier than a female’s. Also, skin issues that confront men and women are vastly different. As noted by one entrepreneur, this gender gap in skincare products has created a demand and is an excellent opportunity for companies in the cosmetic and skincare industry. It is time for these companies to invest in research and development of
Products that cater specifically to a man’s special needs.

This study looks at the facial mask industry from a manufacturer’s perspective and applies Blackwell, Miniard, & Engel’s CDP model as the foundation of the research. The findings are analyzed to determine male facial mask purchase behavior, motivation, information sources, purchase considerations, and consumer demographics. This data can be used by facial mask manufactures to help them develop an understanding of the factors men consider important when making a purchase decision. This newfound understanding can be applied to create more
effective future sales and marketing strategies by the manufacture.
論文目次 目錄
中文提要內容 I
Abstract II
表目錄. IV
圖目錄. VI
第一章 緒論 1
第一節 研究目的 3
第二節 研究程序 4
第二章 文獻探討 5
第一節 男性面膜的定義 5
第二節 消費者行理論 13
第三節 生活型態理論 22
第四節 購買動機理論 26
第三章 研究方法 31
第一節 研究架構 31
第二節 研究假說 32
第三節 問卷設計 33
第四節 抽樣方法 37
第五節 資料分析方法 38
第四章 資料分析 40
第一節 樣本資料統計分析 40
第二節 購買行為分析 45
第三節 生活形態因素與信度分析 49
第四節 迴歸分析 52
第五節 變異數分析 57
第五章 結論 60
第一節 研究結果 60
第二節 實務建議 62
第三節 研究限制 64
第四節 後續研究建議 65
參考文獻 66
附錄1.. 73
附錄2.. 77



表目錄
表2.1工業生產統計資料之化妝品種類表 6
表2.2化妝品的種類 7
表2.3國內百貨專櫃的男性保養品 10
表2.4國內百貨專櫃的男性保養品 10
表2.5近年來男用保養品之相關文獻整理 12
表2.6知名學者之「消費者行為的定義」匯整表 14
表2.7 E-K-B模式的五個主要程序 17
表2.8消費者行為模式 19
表2.9生活型態定義 22
表2.10 AIO變數定義說明 24
表2.11生活型態之構面 25
表2.12購買動機定義 26
表3.2購買動機的問卷設計 33
表3.3評估準則的問卷設計 34
表3.4 AIO生活型態構面的問卷設計 35
表 3.5人口統計的問卷設計 36
表4.1全數問卷抽樣人數統計 41
表4.2是否使用面膜問卷情況 42
表 4.3是否以有使用面膜之問卷抽樣人數統計 43
表4.4使用面膜頻率分配 45
表4.5使用面膜產品形式分配 45
表4.6面膜的主要來源 46
表4.7面膜購買地點的分配 46
表4.8採購面膜的消費金額分配 47
表4.9購買面膜頻率分配 47
表4.10獲得面膜產品的資訊來源 48
表4.11 KMO與Bartlett檢定 49
表4.12生活形態之因素分析 50
表4.13生活型態對是否有使用面膜之變異數分析 51
表4.14 生活型態各構面對面膜價格重視程度的迴歸分析表 52
表4.15 生活型態各構面對面膜品質重視程度的迴歸分析表 53
表4.16 生活型態各構面對面膜使用方法簡單性重視程度的迴歸分析表 54
表4.17 生活型態各構面對面膜品牌知名度重視程度的迴歸分析表 54
表4.18 生活型態各構面對面膜購買通路方便重視程度的迴歸分析表 55
表4.19 生活型態各構面對面膜販售人員的專業知識重視程度的迴歸分析表 56
表4.20 購買行為描述對購買面膜價格重視程度之變異數分析 57
表4.21 購買行為決策之購買頻率對單價重視程度之雪費檢定分析 58
表4.22 購買行為描述對購買面膜知名度重視程度之變異數分析 58
表4.23 購買行為決策之使用面膜頻率描述對知名度程度之雪費檢定分析 59


















圖目錄
圖2.1 E-K-B消費者行為模式 16
圖2.3 Nicosia 消費者行為模式 19
圖2.4 Howard-Sheth 消費者購買行為模式 21
圖2.5 生活型態與消費影響過程 23
圖2.6動機過程 27
圖3.1研究架構 31


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