現今的消費者對於延緩衰老及常保青春等美容保養議題相當重視，不論是女性亦或是男性，越來越多人有購買美容產品來維持美麗的習慣，在此風氣之下，使得化妝品相關產業在近年來有著大幅度的成長，儘管2008年第三季後遭遇全球經濟環境的嚴重衰退，但全球化妝品市場之需求仍然快速增長。尤其在男性臉部保養品市場的商機更是大有可為。2010年《GQ》雜誌跟東方快線合作進行全省網路調查，有關男士護膚的市調報告指出：台灣有91％的男性開始注意面子問題。而個人的決策行為常會受到很多因素的影響，如外在環境因素或個人因素即有很大的差異，其中產品涉入程度就是很重要的干擾因素。本研究將利用Zaichkowsky學者的PII量表，來衝量男性保養品市場的涉入程度，以探討不同的涉入程度與購買決策行為的關係以及對其顧客價值的影響。參考許多學者對顧客價值之定義與分類，作為問卷設計之依據。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，高涉入群比低涉入群不論在購買決策過程，或是在追尋的臉部保養顧客價值都反應出更強烈的重視程度，甚至在購買臉部保養品的消費實力都比低涉入群明顯的高出許多。所以建議，在廠商有限資源的情況下，可優先針對高涉入群組進行相關策略之制定。

Nowadays, many customers are very concerned about how to keep beauty and postpone senility, Regardlss of either gender, more and more people are used to purchase Cosmetology product in order to maintain their younghood. Under this circumstance, the cosmetic industry has been vigorously developed in recent years. In spite of the global economic recession after Q3 , 2008, the cosmetic industry around the world is still in fast growth. Particularly, the market of men’s maintenance is much more potential.  In 2010, GQ magazine conducted a internet survey in Taiwan which revealed 91% of male customers in Taiwan pay close attention to their face. However, an individual’s decision-making behavior will be affected by many factors, including environmental factors and individual factors, Among which, product involvement degree is the key disturbance factor. This research uses Zaichkowsky’s PII (Personal involvement Inventory)meter to measure the involvement degree of male cosmetics market, and to further discuss the corelation between different involvement degree and purchase decision making behavior, and its influence to customer value. 
The questionnaire, recovered 327, is designed according to scholars’ definition and classification to customer value, and delivered via the internet and by paper-and-pencil.
The research concludes that high involvement group pays more attention on decision-making and customer-value than low involvement group.. In addition, purchase strength of high involvement grouop is much stronger than low involvement group. In that, this research suggests that under limited resource, a corporation must focus on high involvement group for further strategy-making.
Key word: men’s maintenance market, involvement degree, customer value, purchase decision making

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 研究目的...................................... 3
第三節 研究範圍與對象................................ 4
第四節研究流程........................................5

第二章 文獻回顧...................................... 6
第一節 男性保養品之定義.............................. 6
第二節 顧客價值.......................................7
第三節 購買決策行為................................. 14
第四節 涉入......................................... 17

第三章 研究方法..................................... 21
第一節 觀念架構..................................... 21
第二節 研究假說..................................... 22
第三節 正式問卷研究變數之操作性定義與衡量........... 24
第四節 正式問卷之架構與資料蒐集..................... 32
第五節 資料分析方法................................. 33 

第四章 資料分析與結果............................... 35
第一節 樣本資料之敘述性統計分析..................... 35
第二節 男性保養不同涉入在購買決策過程之分析......... 41
第三節 男性保養顧客價值之因素分析................... 54
第四節 研究假說之驗證與結果......................... 60

第五章 結論與發現................................... 65
第一節 研究結論與發現............................... 65
第二節 行銷策略建議................................. 67
第三節 研究限制與未來建議........................... 69

參考文獻............................................ 70

附錄一.............................................. 81

表目錄
表2-1: 顧客價值之定義.................................8
表2-2: 顧客價值之構面............................... 13
表2-3: 涉入之定義................................... 18
表3-1: 涉入程度之操作性定義與衡量項目............... 24
表3-2: 顧客價值之操作性定義與衡量項目............... 25
表3-3: 需求確認之操作性定義與衡量項目............... 27
表3-4: 資訊搜尋之操作性定義與衡量項目............... 28
表3-5: 方案評估之操作性定義與衡量項目............... 29
表3-6: 購買行為之操作性定義與衡量項目............... 30
表3-7: 購後行為之操作性定義與衡量項目............... 31
表3-8: 問卷回收情況................................. 32
表3-9: Cronbach’s α數值分析....................... 33
表4-1: 有效問卷之保養品使用種類..................... 36
表4-2: 有效問卷之保養品購買通路..................... 36
表4-3: 有效問卷之保養品平均購買次數................. 37
表4-4: 有效問卷之保養品平均購買金額................. 37
表4-5: 有效問卷之年齡資料........................... 38
表4-6: 有效問卷之教育程度資料....................... 38
表4-7: 有效問卷之居住地區資料....................... 39
表4-8: 有效問卷之職業資料........................... 39
表4-9: 有效問卷之婚姻狀況資料....................... 40
表4-10: 有效問卷之月收入資料........................ 40
表4-11: 高低涉入群人數.............................. 41
表4-12: 高低涉入群在購買力的差...................... 42
表4-13: 高低涉入群之需求確認T檢定....................43
表4-14: 高低涉入群之資訊搜尋T檢定................... 44
表4-15: 高低涉入群之方案評估T檢定....................46
表4-16: 高低涉入群之購買行為T檢定................... 48
表4-17: 高低涉入群之購後行為T檢定................... 49
表4-18: 高/低涉入群之使用保養品種類分析............. 50
表4-19: 高/低涉入群之購買通路分析................... 51
表4-20: 高/低涉入群之在購買保養品平均單次花費分析... 51
表4-21: 高/低涉入群之在購買保養品平均購買次數分析... 52
表4-22: 高/低涉入群之年齡分析....................... 52
表4-23: 高/低涉入群之教育程度....................... 53
表4-24: 高/低涉入群之職業........................... 53
表4-25: KMO判定取樣適切性........................... 54
表4-26: 男性保養顧客價值因素分析之KMO與巴氏求形檢定. 55
表4-27: 因素解說總變異量............................ 55
表4-28: 男性保養價值因素一分析...................... 56
表4-29: 男性保養價值因素二分析...................... 57
表4-30: 男性保養價值因素三分析...................... 58
表4-31: 男性保養價值因素四分析...................... 58
表4-32: 顧客價值個構面之信度表...................... 59
表4-33: 不同涉入程度對其顧客價值之多變量檢定.........60
表4-34: 高/低涉入二群之受試者間效應項的檢定..........61
表4-35: 不同涉入程度對其購買決策之多變量檢定.........62
表4-36: 高/低涉入二群之受試者間效應項的檢定..........63
表4-37: 假說驗證結果.................................64

圖目錄
圖1-1: 研究流圖程..................................................................... 5
圖2-1: 消費者行為模式.............................................................................................15
圖2-2: 涉入的本質與來源........................................................................................ 19
圖3-1: 本研究之觀念架構圖.................................................................................... 21
圖4-1: 兩群總消費金額佔整體之比例................................................................... .42
圖4-2: 高涉入群之需求確認.................................................................................... 43
圖4-3: 高涉入群之資訊搜尋.................................................................................... 45
圖4-4: 高涉入群之方案評估.................................................................................... 47
圖4-5: 高涉入群購買行為........................................................................................ 48
圖4-6: 高涉入群購後行為........................................................................................ 49

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黃政安（2008），男性臉部保養品消費者購買決策之研究，南台科技大學，企業管理糸所碩士論文。

黃暐智 (2009)，Part2：男性保養品市場從教育做起。(東方線上E-ICP, 2009-09-21)

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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)

動腦雜誌(Brain.com 2009-10-08)，【調查報告】進化「型男」！男性保養品的有效溝通法則

Nielsen (2009)，尼爾森研究：23％台灣男性投資更多金額在外貌上。http://tw.cn.acnielsen.com/site/news20070911.htm

中時報子報(2009)，保養品市場 男勢力崛起。