中草藥面膜美白抗老化的認知與消費行為之研究─以大台北地區女性為例

Anti-aging Cognitive Effects on Consumer Behavior for the Chinese Herbal Whitening Mask Product

10.30001/JIES.201212.0001

葉庭佑(Ting-Yu Yea)；林慧生(Hwei-Shen Lin)

中草藥 ； 面膜 ； 美白 ； 抗老化 ； 認知 ； 消費行為 ； Chinese herbal medicine ； mask ； whitening ； anti-aging ； cognitive ； consumer behavior

美容科技學刊

9卷4期（2012 / 12 / 01）

5 - 24

繁體中文

中草藥化妝品早在明清年代即使用於人類的皮膚，關鍵課題就是必須對皮膚不產生任何傷害，故中草藥材的使用必須先瞭解其安全性，再對其功效進行評估，最後應確保製作成劑型時的品質。近來由於健康美學意識抬頭，因此人們迫切希望對人體既安全又無傷害，且有一定功效或具有療效的美容化妝品問世。然而國內對中草藥面膜的相關研究極其有限，因而本研究即針對中草藥面膜之消費者的認知與消費行為做現況的了解及其影響消費行為因素的調查研究，並據之以擬定行銷策略供業者日後發展方向參考。研究採立意取樣方式問卷調查，在大台北地區之中草藥面膜消費者500個研究對象。研究工具包括個人背景變項、消費行為、生活型態、產品品質調查表等四種量表。施測所得資料運用SPSS17.0 視窗套裝軟體進行資料分析，以描述性統計、t檢定、卡方獨立檢定、單因子變異數分析、雪費事後比較、皮爾遜積差相關等統計資料進行分析，本研究結果如下：一、中草藥面膜消費者使用時間大多在一年以下；金額多在五百元以下；每次購買一包最多；美白是購買主因；考慮購買因素以功能性為最；資訊來源多來自消費者信任的專業人士；大多在專賣店且多以現金支付；現場提貨方式購買；未來不使用原因多認為價格太貴。二、不同「個人背景變項」中，年齡、職業、個人平均月收入、飲食偏好、自覺健康狀況、教育程度、抽菸習慣、運動習慣，對於選購中草藥面膜美白抗老化產品之「消費行為」有顯著性差異存在。其中婚姻狀況並沒有顯著影響，表示女性真正關心自己美白抗老化的皮膚保養與婚姻無關。三、不同「個人背景變項」中年齡、個人平均月收入、飲食偏好、自覺健康狀況、教育程度，對於中草藥面膜美白抗老化「購買產品品質認知」有顯著性差異存在。其中以飲食習慣中海鮮水果最顯著。四、消費者對涉入動機與程度與購買產品的品質認知及生活型態有極顯著性相關性。

Herbal cosmentics had long been applied in human skin since the early Ming-Ching Dynasty. The safty was the major concern, therefor, the priority of the herbal selection was safty of raw materials, then followed by it's function and products' quality. The consciousness of health and beauty was rapidly growing resulted in a lot of these kind of products such as herbal mask in market. However, there are still lack of understanding on the situation of this topic and factors affecting the choices of this special product. The reason for this study is trying to understand the anti-aging cognition and involvement effects of Chinese herbal whitening mask on consumer behavior. The information will be provided to relevant business and consumers for their reflerence. Five hundred consumers of purposive sampling from18 to 60 years old femal in Taipei area were participated for this study. The question naires were including the personal profile, consumer behavior, composition cognition of product quality and consumer involvement, of which the posterior two with linker five points scale were used to conduct quantitative research. The data was further analyzed with spss for windows 17.0 as follow:First, Anti-ageing and whitening skin are significant influence by age, income per month and all females seeking for whether health or not health.Second, Consumers age, occupation, education, personal income, per month, health by selfevaluation were shown significant influence on the motives and degree of involve ment, but age did not show direct impacts on the degree of involvement.Third, Fruit, regetable and seafood were most favour of consumers. Personal selected dietary did show siguificant influence on the cognition of products quality.Forth, Consumers' age, occupation, personal income per month, self-ated dietary, self-evaluation, education, exercise habbit, were found significant influence on th choices of mask punchasing. Marriage status was the only one item of personal background shown totally no significant influence on the consumer behavior. The marriage situation did not show any influeuce on the mask products 'choices due to the females are really concern the anti-ageing and whitening their skin.Fifth, Degree of knowledge involvement were revealed significant highest corel ation and followed by motives of involvement and life style.Sixth, Regarding th possibility to use this mask contineously by consumers, the information of products' quality and life style were found significant prediction (p＜0.01 ) respectively, however, knowledge involvement did show influence but not significant(p＞ 0.05)

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