隨著時代的變革，愛美已經不再是女性的專利，新時代的男性不僅在乎內在涵養，也重視外在的表徵，從衣著服飾到髮型設計，現在更把注意力放在肌膚的保養上。因此近年來，在這股型男熱潮下，台灣男性保養風潮隨之興起。由相關的市調公司也紛紛針對男性保養市場進行調查，可看出男性保養市場受到矚目的程度。以創世紀市調(2009)之調查結果，台灣將近有1/4的男性已經有固定使用臉部保養品的習慣。因此本研究重點，是想要了解在男性也顧面子的時代，究竟哪些男性是使用保養品的主力客群，其追尋的顧客價值為何？並進一步探討他們的購買決策行為，以利廠商有效進行溝通。因此，為了能清楚了解台灣男性臉部保養品市場，消費者所追尋的顧客價值。本研究參考Smith and Colgate(2007)，等許多學者對顧客價值之定義與分類，作問卷設計之依據。以男性保養品使用者為研究對象，以紙本與網路問卷發放方式。最終以327份有效問卷，進行相關的統計分析。

    研究結果與發現，台灣男性追尋的臉部保養顧客價值，分別為展現自我的「個人表徵價值」、功能性需求的「實用功能價值」、深度保養的「精緻保養價值」與情感反應的「情感驅動價值」。其中最重視的價值為「個人表徵價值」，所以在行銷意涵上，特別是廠商在有限資源下，在與消費者的溝通上，可優先針對此價值進行溝通，傳達具有「個人表徵價值」的保養觀念。

As times change, beauty has no longer a female of the patent, a new era of men not only care about the Internal conservation, also attached importance to external representation, from the dress to hair styling, and now more to Attention on the skin maintenance on. Thus in recent years, the craze in the sportsman, Taiwan followed the rise of men's skin care trend. By the relevant market research companies have also come for the men's skin care market survey, we can see that men's skin care market is affected by the degree of attention. Market research to CyberPanal (2009) of survey results, Taiwan nearly 1 / 4 of men have a fixed habit of using facial care products. Focus of this study is to want to know also beauty in the male age, what is the use of skin care products men's main customer base, their pursuit of customer value for that? And to further explore the behavior of their purchasing decisions in order to facilitate effective communication between manufacturers. Therefore, in order to understand the male face care products in Taiwan market, consumers are pursuing customer value. This study Reference Smith and Colgate (2007), and many scholars, the definition of customer value and classification, a basis for questionnaire design. To men's skin care product users as the sampling object to release paper and online questionnaire form. Eventually 327 valid questionnaires, the associated statistical analysis.

Results and found that maintenance of Taiwan men pursuit of customer value, respectively, show themselves "personal characterization of value" functional needs "practical function value", the depth of maintenance of "exquisite care value" and the emotional response of "emotional drive value " One of the most important value of "personal characterization of value", The implication for marketing, particularly manufacturers limited resources, communication with the consumer, be given priority for this value to communicate, to convey a "personal characterization of the value of" maintenance concept.

目錄…………………………………………………………………………………Ⅰ
表目錄………………………………………………………………………………Ⅲ
圖目錄………………………………………………………………………………Ⅴ

第一章 緒論…………………………………………………………………………1
第一節 研究背景……………………………………………………………………1
第二節 研究動機……………………………………………………………………4
第三節 研究目的……………………………………………………………………5
第四節 研究範圍與對象……………………………………………………………6
第五節 研究流程……………………………………………………………………7

第二章 文獻探討……………………………………………………………………8
第一節 男性保養品之定義…………………………………………………………8
第二節 男性保養品市場概況………………………………………………………9
第三節 顧客價值……………………………………………………………………11
第四節 消費者行為模式……………………………………………………………22

第三章 研究方法……………………………………………………………………29
第一節 觀念架構……………………………………………………………………29
第二節 研究假說……………………………………………………………………30
第三節 研究變數之操作性定義與衡量……………………………………………31
第四節 正式問卷之架構與資料蒐集………………………………………………39
第五節 資料分析方法………………………………………………………………40

第四章 資料分析與結果……………………………………………………………42
第一節 樣本資料之敘述性統計分析………………………………………………42
第二節 樣本資料之信度分析………………………………………………………48
第三節 男性保養顧客價值之因素分析與命名……………………………………53
第四節 男性保養顧客價值之集群分析……………………………………………54
第五節 男性保養顧客價值群之購買決策行為差異………………………………56
第六節 研究假說之驗證與結果……………………………………………………65

第五章 研究結論與發現……………………………………………………………68
第一節 研究結論……………………………………………………………………68
第二節 研究發現……………………………………………………………………69
第三節 研究限制與未來建議………………………………………………………72

參考文獻……………………………………………………………………………73

附錄一………………………………………………………………………………80

表目錄
表2-1: 顧客價值之定義……………………………………………………………13
表2-2: 顧客價值之構面……………………………………………………………20
表3-1: 顧客價值之操作性定義與衡量項目………………………………………32
表3-1: 顧客價值之操作性定義與衡量項目(續) …………………………………33
表3-2: 需求確認之操作性定義與衡量項目………………………………………34
表3-3: 資訊搜尋之操作性定義與衡量項目………………………………………35
表3-4: 方案評估之操作性定義與衡量項目………………………………………36
表3-5: 購買行為之操作性定義與衡量項目………………………………………37
表3-6: 購後行為之操作性定義與衡量項目………………………………………38
表3-7: 問卷回收情況………………………………………………………………39
表4-1: 有效問卷之保養品使用種類………………………………………………43
表4-2: 有效問卷之保養品購買通路………………………………………………43
表4-3: 有效問卷之保養品平均購買次數…………………………………………44
表4-4: 有效問卷之保養品平均購買金額…………………………………………44
表4-5: 有效問卷之年齡資料………………………………………………………45
表4-6: 有效問卷之教育程度資料…………………………………………………45
表4-7: 有效問卷之居住地區資料…………………………………………………46
表4-8: 有效問卷之職業資料………………………………………………………46
表4-9: 有效問卷之婚姻狀況資料…………………………………………………47
表4-10:有效問卷之月收入資料 ..…………………………………………………47
表4-11: KMO判定取樣適切性……………………………………………………48
表4-12: 男性保養顧客價值因素分析之KMO與巴氏求形檢定…………………49
表4-13: 因素解說總變異量 ………………………………………………………49
表4-14: 男性保養價值因素一分析..………………………………………………50
表4-15: 男性保養價值因素二分析..………………………………………………51
表4-16: 男性保養價值因素三分析..………………………………………………52
表4-17: 男性保養價值因素四分析..………………………………………………52
表4-18: 顧客價值各構面之信度表..………………………………………………53
表4-19: 顧客價值群數凝聚過程..…………………………………………………54
表4-20: 男性保養顧客價值之集群命名..…………………………………………55
表4-21: 顧客價值群之需求確認 T 檢定………………………………………… 56
表4-22: 顧客價值群之資訊搜尋T 檢定.………………………………………… 57
表4-23: 顧客價值群之方案評估 T 檢定…………………………………………58
表4-24: 顧客價值群之購買行為 T 檢定…………………………………………59
表4-25: 顧客價值群之購後行為 T 檢定…………………………………………60
表4-26: 兩群平均花費交叉分析…………………………………………………..60
表4-27: 兩群平均購買次數交叉分析……………………………………………..61
表4-28: 兩價值群之總消費金額…………………………………………………..61
表4-29: 顧客價值群之多變量檢定………………………………………………..65
表4-30: 顧客價值群之受試者間效應項的檢定…………………………………..66
表4-31: 假說驗證結果……………………………………………………………..67
表5-1: 務實自信取向群之行銷策略………………………………………………71

圖目錄
圖1-1: 2006-2008 男性保養品廣告量………………………………………………3
圖1-2: 研究流程圖…………………………………………………………………...8
圖2-1: Nicosia 消費者行為模式……………………………………………………23
圖2-2: Howard-Sheth 消費者購買行為模式………………………………………24
圖2-3: EKB 消費者行為模式……………………………………………………….26
圖3-1: 本研究之觀念架構圖………………………………………………………29
圖4-1: 兩群總消費金額佔整體之比例……………………………………………61
圖4-2: 務實魅力取向群之需求確認………………………………………………62
圖4-3: 務實魅力取向群之資訊搜尋………………………………………………62
圖4-4: 務實魅力取向群之方案評估………………………………………………63
圖4-5: 務實魅力取向群之購買行為………………………………………………63
圖4-6: 務實魅力取向群之購後行為………………………………………………64

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三、網路資料

東方線上 (2010)，男性保養成趨勢 護膚市場有多大？(Brain.com 2010-02-10)

東方線上 (2010)，【調查報告】男人現在不保養,男人味未來將盡失(2010/2/12)

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http://tw.cn.acnielsen.com/site/news20070911.htm

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http://marketing.chinatimes.com/ItemDetailPage/SearchResult/05SearchResultContent.asp?Keyword=男性保養品&MMContentNoID=46796