台南市上班族之生活型態與香草商品消費者決策行為之研究

Study on the Lifestyle of Office Workers in Tainan City and Their Consumer Decision-Making Behavior toward Herbal Products

朱惠英(Hui-Ying Chu)；詹慧珊(Hui-Shan Zhan)；周利娜(Li-Na Chou)

生活型態 ； 消費者決策 ； 香草商品 ； lifestyle ； consumer decision making ； herbal products

創思學刊

35期（2016 / 10 / 01）

27 - 52

繁體中文

本研究旨在探討台南市上班族之生活型態與香草商品消費者決策行為之關係，以問卷調查方式在台南市六個核心區域中進行施測，共取得有效問卷391份。研究結果發現，香草商品的「保健功效」、「新奇性」及「香味」是引發消費者購買動機的三大主因，「親友介紹」則是消費者取得商品資訊的主要方式，由於產品的「產品安全性」、「價格」及「製造保存日期」等商品可靠性的問題是消費者最重視的屬性，因此，消費者會選擇較有安全保障之據點，如：「香草商品專賣店」及「百貨公司」來進行購買，在產品形式上，則以具有「薰衣草」、「玫瑰」或「茶樹」香氣，以「香草萃取液」來製作的「美體商品」最受消費者青睞，對於香草商品業者的「服務態度」則是目前消費者較滿意的屬性，對於不良商品，消費者仍以「拒絕再次消費」等方式來回應。研究結果發現，台南市上班族之生活型態因子包含「流行時尚」、「藝術品味」、「精打細算」、「自然儉約」、「都會娛樂」、「休閒旅遊」等六項因素，藉由受試者之因素得點(factor score)，可將台南市上班族區隔為「自然休閒」、「流行活躍」與「價格精算」三個集群，各集群在性別、婚姻狀況、年齡、職業、個人平均月收入上有顯著的差異，其中「自然休閒」群曾經購買香草商品的比例顯著高於其他集群，此集群消費者以高收入之中年已婚女性為主體，顯示業者應以具備此種特質之消費者為主力客群。此外，在「方案評估」、「購買」及「購買結果」三個消費決策階段上，各集群亦有不同的行為表現，根據研究結果可提供業者擬定行銷策略之參考。

This research aims to investigate the relationships between the lifestyle of office workers in Tainan City and their consumer decision-making behavior toward herbal products by providing a questionnaire survey to six core districts of Tainan City. This survey collected 391 valid questionnaires. The research finds that the ＂health benefits,＂ ＂novelty,＂ and ＂fragrance＂ of herbal products are the three main buying incentives, while ＂referral by friends/relatives＂ is the main channel through which consumers learn about product information. Regarding matters of product reliability, such as ＂product safety,＂ ＂price,＂ and ＂manufacture and expiry dates,＂ the consumers tend to shop at a ＂herbal products supply store,＂ a ＂department store,＂ or other outlets that offer safety assurance. In terms of the product itself, ＂body care products＂ that are produced with ＂herbal extract＂ and have ＂lavender,＂ ＂rose,＂ or ＂tea tree＂ fragrances are the most popular. Currently, customers feel satisfied with the ＂service attitude＂ of herbal sellers. If a product is found to be defective, most buyers respond conventionally with the ＂refusal to buy the same product.＂ Furthermore, the research finds that the lifestyle of office workers in Tainan City features six elements: ＂fashion,＂ ＂taste of art,＂ ＂careful calculation and strict budgeting,＂ ＂simple and natural style,＂ ＂urban entertainment,＂ and ＂outdoor leisure activities.＂ In accordance with the factor scores of the above subjects, office workers in Tainan City can be categorized into three communities of ＂natural and simple,＂ ＂active and fashionable,＂ and ＂careful budgeters.＂ These communities differ from one another with regard to gender, marital status, age, occupation, and median monthly income. The proportion of herbal-product buyers is obviously higher in the ＂natural and simple＂ community than in the other communities. The fact that married, middle-aged women compose the main body of this community implies that businesses should mainly focus on promoting products to this type of customer. Moreover, in the aspects of the three consumer decision-making stages of ＂solution assessment,＂ ＂purchase,＂ and ＂purchase outcome.＂ each community performs differently. The findings of this research may be helpful for many businesses as a reference for establishing a marketing program.