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

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.

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

參考文獻

一、中文文獻

1. 工商時報（1996.12），邱莉玲，個人用品市場要成長得靠男性了。
2. 中央社（1997.6），男性保養品市場起飛，開架專櫃積極搶攻。
3. 化妝保養品產業資訊網http://www.cosmetic.org.tw。
4. 行政院主計處編印（2004），中華民國行業分類標準。
5. 吳明隆（2003.2），SPSS統計應用學習實務，台北：松崗電腦圖書有限公司。
6. 吳昭怡（2003），現代男人要裡子更要面子，天下雜誌267期，pp.86-87。
7. 吳韻儀（2004），都會美形男才會是下一個好男人，cheers雜誌048期，
pp128-129。
8. 洪芸家（2007），「生活型態與消費者購買行為之研究-以男性開架式保養品為例」，國立交通大學管理科學研究所碩士論文。
9. 徐慧芳（2008），「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」，國立交通大學管理科學研究所碩士論文。
10.時報周刊（1997.2），男人愛面子，每年花十億。
11.許士軍（2002），行銷管理，1版，台北：華泰文化事業股份有限公司，pp.417。
12.張玉貞（2004.8.4），美形男是都會女人最愛的新品種男人，中國時報E2版。
13.陳香甯（2003），「美白保養品資訊來源與零售地點型態地點型態關係之研究」，國立台北大學企業管理研究所碩士論文。
14.黃俊英（1999），企業研究方法，東華書局股份有限公司。
15.黃惠如（1999），男人也愛美，康建雜誌013期，pp.188-191。
16.郭振鶴（1999），行銷管理，台北，三民書局股份有限公司。
17.單聖玲（1991），「影響男士購買專用化妝品之心理與社會性變數探討」，國立中興大學企業管理研究所碩士論文。
18.楊世塋（2005），SPSS統計分析實務，旗標出版股份有限公司。
19.榮泰生（2006），SPSS與研究方法，1版，台北市，五南圖書出版有限公司，pp617。
20.湯志寧（2004），「男性保養品使用行為之研究」，國立台北大學企業管理研究所碩士論文。
21.賴耿欣（2004），「男性保養品購買行為之研究」，南台科技大學國際企業研究所碩士論文。
22.賴慧如（2004），「男性保養品市場關鍵成功因素之探討」，淡江大學國際商學所碩士論文。
23.戴雁如（1999），「女用保養品消費者購買行為之研究-以台北市大學日間部女生為例」，國立交通大學經營管理所碩士論文。
24.簡仁傑（1984），「台北市男士保養化妝品使用者生活型態之研究」，國立政治大學企管所碩士論文。






















二、	英文文獻

1. A.A. Mitchell(19790, “Involvement：A Potentially Important Mediator of Con-
sumer Behavio”r,  Advances in Consumer Research, Vol.6, pp.191-196.
2.	A.Henry  (1987), “Consumer Behavior and Marketing Action”, 3rd Ed, Boston,Mass.：/PWS-Kent Press.
3.	A.H. Maslow(1970),” Motivation and Personality 2ND ed.” New York：Harperand Row.
4.	A.L.Vreeman(1985), “Apparel Purchase Behavior：An Investigation of Apparel asa High Product Involovement”, University of Illinois Urbana, IL.
5.	A S. Mattila and Wirtz, J.(2002), “The impact of knowledge type on the consumersearch services”, International Journal of Industry Management, Vol.13(3), pp.
214-230.
6.	C.P. Duncan and Olshavsky, R.W. ( 1982), “External Search：The Role of Con-
sumer Beliefs”, Journal of Marketing Research, Vol.19, pp.32-43.
7.	C.W. Park, Jaworski, B.J. and Maclnnis, D.J.(1986), ”Strategic Brand Concept-
Image Management”, Journal of Marketing, Vol.50, pp.135-145.
8.	C.W. Park and Young, S.M.(1986), “Consumer Response to Television Commer-
cials：The Impact of Involvement and Background Music on Brand Attitude Form-ation”, Journal of Marketing Research, Vol.23, pp.11-24.
9.	C.Y. Glock and Nicosia, F.M.( 1963), “Sociology and the Study of Consumers”, Journal of Advertising Research, Vol.3(3), pp.21-27.
10.	D.V. Day and Lord, R.G.. ( 1988), “Excetive Leadership and Organizational Per-
formance：Suggestions for a New Theory and Methodology”, Journal of Mana-
gement, Vol 14, pp.453-64.
11.	E.C. Hirschman and Holbrook, M.B. (1982), “Hedonic Consumption：EmergingConcepts, Methods and Propositions”, Journal of Marketing, pp.184-187.
12.	E.C. Hirschman and Holbrook, M.B.(1982), “Hedonic Consumption：EmergingConcepts, Methods and Propositions”, Journal of Marketing, Vol.46, pp.92-101.
13.	E.F. McQuarrie and Muson, J.M.(1987), “The Zaichkowsky personal Involvement inventory：Modification and extension”,  Advances in Consumer Research, Vol.
14, pp.36-40
14.	F.M. Nicosia(1966), “Consumer Decision Process：Marketing and Advertising Im-
plications”, Prentice-Hall, Englewood Cliffs, N.J.
15.	G.E. Belch, and Belch, M.A.( 195), “Introduction to advertising and Promotion：an Integrated Marketing Communications Perspective” , 3rd edition. New York, Rich-
ard D, Irwin, Inc.
16.	G.J.Biehal and Chakravarti, D.(1983), “Information Accessibility as a Moderatorof Consumer Choice” , Journal of Consumer Research, Vol.10, pp.1-14.
17.	G. Laurent and Kapferer, J.N.( 1985), “Consumer Involovment Profiles：A NewPractical Approach to Consumer Involvement”,  Journal of Advertising Research,Vol.25(6), pp.48-56.
18.	G. Puth, Mostert, P. and Ewing, M.(1999), “Consumer Perceptions of MentionedProduct and Brand Attributes in Magazine Advertising”, The Journal of Productand Brand Management, Vol8, Iss.1, pp.38.
19.	G Zaltman(2000）,Consumer Researchers：Take a Hike, Journal of Consumer Re-
search, Vol.26, pp.423-428.
20.	H. Barki and Hartwick, J.(1989), “ Rethinking the Concept of User Involvement
” , Vol.13(1), pp.56-63.
21.	H.E. Kruman(1965), “The Impact of Television Advertisting：Learning WithoiutInvolvement, Public Opinion Quarterly”, Vol.29, pp.349-356.
22.	J.B. Schmidt, and Spreng, R.A.(1996),” A Proposed Model of External ConsumerInformation Search”, Journal of Acdemy of Marketing Science, Vol.24(3), pp.246
-256.
23.	J.f. Engel, Blackwell, R. D. and Minard, P.W.( 1995), “Consumer Behavior 8th ed.
”, The Dryden Press.
24.	J.f Engel, Kollat, D.T and Blackwell, R.D.( 1978), “Consumber Behavior 3th ed.,”The Dryden Press.
25.	J.L. Lastovicka and Gardner, D.M.( 1978), “Low Involovement versus High Invo-
lvement Cognitive Structures”, Advances in Consumer Research, Vol.5, pp.87-
92.
26.	J.L Zaichkowsky (1985), ‘Mesuring the Involvement Costruct”, Journal of Con-
sumer Research, Vol.12, pp.341-352.
27.	J.L. Zaichkowsky(1986),“ Conceptualizing Involvement”, Journal of AdvertisingVol.15(2), pp.4-14.
28.	J.L. Zaichkowsky(1994), “The Personal Involvement Inventory：Reduction, Re-
vision, and Application to Advertising”, Journal of Advertising, Vol.23(4), pp.59-
70.
29.	J.R. Bettman and Park, C.W. (1980) , ‘Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes：Aprotocol Ana
-lysis, Journal of Consumer Research”, Vol.7(December), pp.234-238.
30.	J.R Bettman, Johnson, E.J., and Payne, J.W. (1991),” Consumer Decision-MakingHandbook of Consumer Research, Prentice Hall：New Jersey” ,  pp.50-84.
31.	J.W. Alba and Hutchinson, W. (1987), Dimensions of Consumer Expertise, Jounalof Consumer Research, Vol.13, pp.411-454.
32.	J.W. Payne(1976),” Task Complexity and Contingent Processing in Decision Ma-
king：An Information Search and Protocal Analysis”, Organiztional Behavior andHuman Performance, Vol.16, pp.366-387.
33.	K.B. Monroe (1976), “The Influence of Price Differences and Brand Familiarityon Brand Preferences”, Journal of Consumer Research, Vol.3, pp.42-49. 
34.	K.B. Murray(1991), “ A Test of Sevices Marketing Theory：Consumer InformationAcquistion Activities”, Journal of Marketing, Vol.55, pp.10-25.
35.	K. Lancaster(1971), “Consumer Demand：A new Approach, New York：Columbia University Press.”
36.	K.L. Kller(1993), “Conceptualizing, Measuring and Managing Customer-basedBrand Equity”, Journal of Marketing, Vol.57, pp.1-22.
37.	K. Mitra, Reiss, M.C. and Cpella, L.M.(1999), “An Examination of PerceivedRisk, Information Search and Behavioral Intentions in Search, Experience andCredence Services”, The Journal of Service Marketing, Vol.13(3), pp.208-228.
38.	L.G. Schiffman and Kanuk, L.L.(1994),” Consumer Behavior, 5th ed., Prentice Hall, Inc.”
39.	L.Y. Li(1997), “Effect of Collectivist Orintation and Ecological Attitude on Actual Environmental Commitment：The Moderating Role of Consumer Demographics,and Product Involement”, Journal of International Consumer Marketing, Vol.9(4),
pp.31-53
40.	M. Brucks (1985), “The Effects of Product Class Knowledge on Information Sear-
ch Behavior”, Journal of Consumer Research, Vol.12, pp.1-16.
41.	M.C Gilly, Graham, J.L., Wolfinbarger, M.F. and Yale, L.J.(1998), “A Dyadic Stu-
dy of Interpersonal Information Search”, Journal of the academy of Marketing Science, Vol.23, pp.83-100.
42.	M.J Houston and Rothschild, M.L. ( 1978), “The Effects of Social Class and Per-
spectives and Involvement”, Research Frontiers in Marketing, Vol.4(2), pp.41-46.
43.	M.L Richins and Bloch, P.H.(1986),” After the New Wears off：The TemporalContext of Product Involvement, Journal of Consumer Researc, Vol.13, pp.280
-285.
44.	M.L. Rothschild(1984), “Perspectives in Involovement：Curent Problems andFuture Directions”, Advances in Consumer Research, Vol.11, pp.216-217.
45.	M. Mourali, Laroche, M. and Pons, F.(2005), “ Antecedents of Consumer RelativePreference for Interpersonal Information Sources in Pre-Purchase Search” , Jour-
nal of Consumer Behavior；Vol.4(5), pp.307.
46.	M.R. Solomon(1999),” Consumer Behavior, 4th ed. Englewood Cliffs, New Jersey：Prentice-Hall, Inc”. 
47.	M.S. Roth(1995),” The Effects of Culture and Socioeconomices on the Perfor-
mance of Global Brand Image Strategies, Journal of Marketing Research, Vol.32,
pp.163-175.
48.	M.T. Copeland (1917), “Relation of Consumer’s Consumer’s Buying Habits ofMarketing Methods, Harvard Business Review”, Vol.1, pp.282-289.
49.	M.Y.C Chung (1998), “How Positively Do They Talk? “ An Investigation on How Self-Promotion Motive Induces Consumers to Give Positive Word-of-Mouth, Uni-
versity of British Columbia, Vancouver.
50.	N. Strinivasan and Ratchford, B.T.(1991), “An Empirical Test of a Model of Ex-
ternal Search for Automobiles”, Journal of CONSUMER Research, Vol.18, pp.233
-242.
51.	P.A .LaBarbera and Mazursky, D. (1983), “A Longitudinal A new Approach, NewYork：Columbia University Press.”
52.	P.G. Quester and Smart, J.(1998),” The Influence of Consumption Situation and Product Involivement over Consumers Use of Product Attribute” , The Journal of Consumer Marketing, Vol.15(3), pp.220-238.
53.	P.H. Bloch and Richins, M.L. (1983), “ A Theoretical Model for the Study of Pro-
duct Importance Perceptions”, Journal of Marketing, Vol.47. pp. 69-81.
54.	P.H Bloch, and Sherrell, D.L. and Ridgway, N.M.(1986), “Consumer Search：AnExtended Framework, Journal of Consumer Research” , 13(June), pp.119-126.
55.	P. Hugstad , Taylor, J.W. and Bruce, G.D.(1987), “The Effects of Social Class and Perceived Risk on Consumer Information Search”, The Journal of Consumer Mar-
keting, Vol. 4(2), pp.41-46. 
56.	P. Kotler(1997), “Marketing Management：Management：Analysis, Planning, Im-
plementation, and Control, 9th ed.“, Prentice Hall.
57.	P.S. Richardson, Dick, A.S. and A.K.(1994),” Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality”, Journal of Marketing Research,Vol. 58,pp.28-36.
58.	P. Warrington and Shim, S.( 2000), “An Empirical Investigation of Relationshipbetween Product Involvement and Brand commitment” , Pshchology& Marketing,Vol.17(9), pp.761-782.
59.	R.D. Anderson and Engledow, J.L. and Becker, H. (1979), “ Evaluating the Rela-
tionships among Attitude toward Business, Product Satiffaction, Expeiene and Se-
arch Effort” , Jurnal of Marketing Research, Vol.16, pp.394-360.
60.	R.E. Petty and Caccioppo, J.T.(1981), “Issue Involvement as a Moderator of theEffects on Attitude of Advertising Content and Context Advances in ConsumerResearch” , Vol.8, pp.20-24.
61.	R.L. Celsi and Olson, J.C.( 1998), “The Role of Involvement in Attention andComprehension Processes”, Journal of Consumer Research, Vol.15, pp.210-214.
62.	R. Lefkoff-Haugius and Mason, C.H. (1993), “Characteristic, Beneficial, and Im-
age Attributes, in Consumer Judgments of Similarity and Preference”, Journal ofConsumer Research, 20,p.100-110.
63.	R. Yalch and Brunel, F.(1996),” Need Hierachies in Consumer Judgments of Pro-
duct Designs：Is it Time to Reconsider Maslow Theory？”Advances in Sonsumer Research, Vol23, pp.405-410.
64.	S. Bhat and Reddy, S.K.(1998), “Symbolic and Functional Positioning of Brands,Journal of Consumer Marketing” , Vol.15(1), pp.32-44.
65.	S.E. Beatty and Smith, S.M. (1987), “ External Search Effort：An Investigation across Several Product Categories, Journal of Consumer Research” , Vol.14(1), pp
.83-95.
66.	S.H. Britt (1950), “The Strategy of Consumer Motivation” , Journal of Marketing,Vol.14(5), pp.666-674.
67.	T.A. Oliva, Oliver, R. L. and Bearden W.O.(1995), “The Relationships amongConsumer Satisfaction, Involvement, and Product Performance：A catastrophe the-
ory application”, Behavioral Science, Vol.40(2), pp.104.
68.	T.l Baker. And Hunt, J.B. and Scribner, L.L.(2002), “ The Effect of Introducing a
New Brand of Consumer Perceptions of Current Brand Similarity：The Roles of 
Product Knowledge and Involvement” , Journal of Marketing Theory and Practice, Vol.10(4), pp.45-56.
69.	T.W. Wu, Day, R.L. and Mackay, D.B.(1988),” Consumer Benefits Versus ProductAttributes：An Expermental Test” , Quarterly Journal of Business and Economice,Vol.27(3), pp.88-114.
70.	V.W. Michell (1992), “Understanding Consumer’Behavior：Can Perceived RiskTheory Help’？Management Decision, Vol.30(3), pp.26-31.
71.	U. M. Dholakia (2001), “A Motivational Process Model of Product Involvement and Consumer Risk Perception”, European Journal of Marketing, Vol.35, pp.
1340-1360.
72.	W.J. Mcguire(1974), ”Psycholgical Motives and Communication Gratification”,  The uses of Mass Communications：Current Perspectives on Gratification Re-
search, J.G. Blumer and E.Katz, eds.,Beverly hills, CA：Sage Publications, pp.
167-196.
73.	W.L. Moore and Lehmann, D.R.(1980), “Individual Differences in Search Beha-
vior for Nondurable”, Journal of Consumer Research, 7(Dec), pp.296-307.