Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/92510
標題: 以聯合分析法探究消費者對臉部肌膚保養產品屬性偏好之研究
A study of consumers' preferences for attributes of facial skincare product–An application of conjoint analysis
作者: Yun-Ju Chen
陳韻如
關鍵字: 臉部肌膚保養產品;產品屬性;聯合分析;Facial skincare products;product attributes;conjoint analysis
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(2013年7月). 化粧品製造業之現況與展望. 蔡雅雯. (2007). 消費者對搜尋品、體驗品及相信品品牌線索偏好之研究.
摘要: 
People desire to stay forever young rather than aging, and the dramatic growth of skincare market shows that the increasing needs. In addition, it was mentioned that the method of dealing with product information and the preference for attributes of products differ from consumers. In the past, the research in cosmetic industry focuses on the consumers' motivations and decision-making behavior. However, to know how consumers search product information and what consumers prefer are significantly important. This study aims to estimate preference for attributes of facial skincare products while consumers with a variety of traits choose facial skincare products, and examines the relative importance of search attributes, experience attributes and credence attributes. This study uses quota sampling and collects 459 usable questionnaires, and then takes conjoint analysis methodology for investigating consumers' preference for attributes of facial skincare products. The finding indicated that the differences of consumers' preference for attributes of facial skincare product did exist. Generally, people consider the search attributes more important, while the credence attributes and the experience attributes as followed. According to the relative weight of importance, it also illustrates the order of attributes that consumers focus on. Safety of the product is the first, and brand, days of use to see visible results, and product texture as followed. Finally this study suggests on the implement of helping marketer in developing new facial skincare products and marketing strategy.

由於價值觀的改變、高齡化社會趨勢與生活環境改善,保養的觀念越來越受重視,化妝品需求因而產生,不只是女性市場成長,男性市場近年來更是有驚人的成長,加上政府持續推動化妝品產業,更顯示化妝品市場具有很大的發展潛力。
以往化妝品之消費者研究中,主要在探討消費者購買化妝品的動機及購買決策,卻忽略了消費者在決策過程中蒐集資訊及消費者屬性偏好的部分,而消費者處理資訊方式上的不同,因此本研究欲了解消費者對於臉部肌膚保養產品屬性偏好,並且瞭解消費者對於搜尋屬性、經驗屬性及信任屬性的相對重要性,進而提供業者未來推出新產品以及擬定行銷策略時之參考。

為探究產品屬性偏好,本研究採用聯合分析法,透過量化的方式明確了解消費者心中的偏好,從分析中可得知消費者對於臉部肌膚保養產品屬性的相對重要性比重,以及各水準之效用值,進而了解消費者心中產品屬性的最佳化組合。整體分析結果為:
1.全體分析結果之臉部肌膚產品屬性排序,依相對重要性比重排列依序為安全性、品牌、產生功效所需時間、質地。
2.全體受測者對於解決不同肌膚問題之臉部肌膚產品屬性排序結果,敘述如下。改善膚色功能之臉部肌膚產品屬性排序為品牌、安全性、產生功效所需時間、質地,改善肌膚狀況之臉部肌膚產品屬性排序為安全性、產生功效所需時間、品牌、質地。保濕之臉部肌膚產品屬性排序為品牌、安全性、產生功效所需時間、質地。
3.整體受測者偏好之最佳臉部肌膚保養產品屬性組合是品牌為資生堂、質地偏液狀、有標示經皮膚科醫生測試、三天產生功效的臉部肌膚保養產品。
URI: http://hdl.handle.net/11455/92510
Rights: 同意授權瀏覽/列印電子全文服務,2015-07-07起公開。
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