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題名：保養品購買決策之研究--以屏東地區高中職學生為例
書刊名：玄奘管理學報
作者：蔡玲瓏 引用關係／康育綜
作者(外文)：Tsai, Ling-long／Kang, Yu-tsung
出版日期：2008
卷期：5:2
頁次：頁49-88
主題關鍵詞：保養品；購買決策；行銷刺激；生活型態；Cosmetics；Buying decision；Marketing stimulus；Life styles
原始連結：連回原系統網址new window
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本研究之目的在瞭解影響高中職學生購買保養品之決策因素，研究對象色括屏東地區公、私立高中職學生。本研究以人口統計變項、行銷刺激、生活型態、保養品的涉入程度四個構面，探討其對保養品購買決策之影響。本研究以配額抽樣方式進行抽樣，總計回收566份有效問卷。經集群分析後將消費者生活型態分為「追求流行型」、「居家人際型」、「供需取向型」、「居家習慣型」四群；行銷刺激構面分為「品牌機能型」、「價值機能型」、「品牌價值型」、「機能訊息型」、「價值迷失型」、「流行風尚型」等六群。 由研究結果顯示，性別會影響消費者對保養品的行銷刺激、涉入程度、購買地點及購買種類等因素;就讀不同類別學校會影響消費者對保養品的購買種類;每月可支配零用金不同，會影響消費者對保養品的涉入程度、購買種類、購買價格上限與購買因素；家長職業類別不同會影響消費者對保養品的購買地點與購買種類；生活型態會影響消費者對保養品的涉入程度高低;行銷刺激會影響消費者對保養品的涉入程度及購買種類；保養品涉入程度高低，會影響消費者的購買決策。表示消費者購買保養品之決策會受到自身的特質、行銷刺激及對產品的涉入高低的影響，而有不同的決策結果。
The study aims to realize what factors inf1uence high school students’ decisions in purchasing cosmetics. The surveyed subjects involve the public and private high school students. This study explores how decision making in purchasing cosmetics is influenced by population statistics variables, marketing stimulus, life style, and cosmetics involvement. The sample is selected by means of quota sampling, with 566 valid questionnaires. Through cluster analysis, consumers’ life styles are categorized into four kinds: following the trend, home-style and interpersonal, supply-and-demand oriented, and home-style and habitual. In terms of marketing stimulus, there are six groups: brand-and-value, function -and-message, lost-in-value, and trend-and-fashion. The survey shows that gender has an influence on consumers’ reaction to cosmetics marketing stimulus, involvement degree, purchase places, and purchase categories. Besides, school types in which consumers study influence the cosmetics categories they buy. Monthly allowance also affects consumers’ involvement degree in cosmetics, purchase categories, purchase prices, and purchase factors. In addition, their parents’ occupations affect consumers’ purchase places and categories. Life styles also have an influence on consumers' involvement degree in cosmetics. Marketing stimulus affects consumers’ involvement degree in cosmetics and purchase categories as well. Furthermore, consumers' involvement degree in cosmetics influences their decisions in purchasing. Consequently, consumers’ decisions in purchasing cosmetics are influenced by their own personalities, marketing stimulus, and their involvement degree in the products.
期刊論文
1.賴其勛、楊靜芳、許世彥(2000)。臺灣自行車消費者市場區隔與購買決策過程。大葉學報，9(2)，19-28。new window  延伸查詢new window
2.Lazer, W.(1963)。Life Style Concepts and Marketing。Toward Scientific Marketing，15(4)，130-139。  new window
3.Zaichkowky, J. L.(1985)。Measuring the Involvement Constructs。Journal of Consumer Research，12(3)，341-352。  new window
4.Biswas, D.(2004)。Economics of Information in the Web Economy: Towards a New Theory?。Journal of Business Research，57(7)，724-733。  new window
5.Oliver, R. L.(1999)。Whence consumer loyalty?。Journal of Marketing，63，33-44。  new window
6.Plummer, Joseph T.(1974)。The Concept and Application of Life Style Segmentation。Journal of Marketing，38(1)，33-37。  new window
7.黃俊英、賴文彬(19900500)。涉入的理論發展與實務應用。管理科學學報，7(1)，15-29。  延伸查詢new window
8.Zaichkowsky, Judith Lynne(1986)。Conceptualizing involvement。Journal of Advertising，15(2)，4-34。  new window
9.Beatty, Sharon E.、Smith, Scott M.(1987)。External search effort: An investigation across several product categories。Journal of Consumer Research，14(1)，83-95。  new window
10.Zaichkowsky, Judith Lynne(1994)。The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising。Journal of Advertising，23(4)，59-70。  new window
11.Laurent, Gilles、Kapferer, Jean-Noël(1985)。Measuring Consumer Involvement Profiles。Journal of Marketing Research，22(1)，41-53。  new window
12.Mittal, Vikas、Kamakura, Wagner A.(2001)。Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics。Journal of Marketing Research，38(1)，131-142。  new window
13.Hellier, Phillip K.、Geursen, Gus M.、Carr, Rodney A.、Rickard, John A.(2003)。Customer repurchase intention: A general structural equation model。European Journal of Marketing，37(11/12)，1762-1800。  new window
14.Gupta, Alok、Su, Bo-chiuan、Walter, Zhiping(2004)。An Empirical Study of Consumer Switching from Traditional to Electronic Channels: A Purchase-Decision Process Perspective。International Journal of Electronic Commerce，8(3)，131-161。  new window
15.Goldsmith, R. E.、Emmert, J.(19910400)。Measuring Product Category Involvement: A Multitrait-Multimethod Study。Journal of Business Research，23(4)，363-371。  new window
16.徐崇泰、申屠光(2001)。抗紫外線織物消費者購買涉入與消費行為之研究。華岡紡織期刊，8(2)，124-143。  延伸查詢new window
17.Huber, J.、Klein, N.(1991)。Adapting cutoffs to the choice environment: the effects of attribute correlation and reliability。Journal of Consumer Research，18(3)，346-357。  new window
18.Srinivasan V.、Abeele P.V.、Butaye I.(1989)。The Factor Structure of Multidimensional Response to Marketing Stimuli: A Comparison of Two Approaches。Marketing Science，8(1)，78-88。  new window
19.Hauser, J.、Urban, G.、Weinberg, B.(1993)。How consumers allocate their time when searching for information。Journal of Marketing Research，30(4)，452-466。  new window
20.Warrington, P.、Shim, S.(2000)。An Empirical Investigation of The Relations Hip Between Product Involvement and Brand Commitment。Psychology & Marketing，17，761-782。  new window
學位論文
1.陳俊峰(2004)。影響消費者購買保健食品決策因素之研究－以多層次傳銷爲例。國立成功大學，台南。  延伸查詢new window
2.鄭明松(1994)。國人出國旅遊行爲之硏究－以台北市地區局民爲例。國立中山大學，高雄。  延伸查詢new window
3.王天鴻(2002)。生技産業之行銷硏究－以L醫療檢驗公司爲例。國立中山大學，高雄。  延伸查詢new window
圖書
1.Kotler, Pilip(1986)。Principles of Marketing。Englewood Cliffs, N. J.：Prentice Hall。  new window
2.Kotler, P.、Keller, K. L.(2006)。Marketing Management。Upper Saddle River, NJ：Pearson Prentice Hall。  new window
3.Kotler, Philip、方世榮(2003)。行銷管理學。臺北：臺灣東華書局。  延伸查詢new window
4.麥素蓮、Michael J. Etzel、Bruce J. Walker、William J. Stanton(2001)。行銷學。台北市：麥格羅希爾。  延伸查詢new window
5.Armstrong, G.、Kotler, P.(2005)。Marketing: An introduction。New Jersey：Prentice Hall。  new window
6.Kotler, Philip、Armstrong, Gary(2005)。Principles of Marketing。Prentice Hall。  new window
7.Engel, J. F.、Kollat, D. T.、Blackwell, R. D.(1982)。Consumer Behavior。N.Y：Chicago：Holt, Rinehart Winston：Dryden Press：Dryden Press。  new window
8.別蓮蒂、E-ICP研究中心(2000)。生活型態白皮書：2000年台灣消費習慣調查報告。台北：商周出版社。  延伸查詢new window
9.林靈宏(1994)。消費者行為學。臺北：五南圖書出版有限公司。  延伸查詢new window
10.吳明隆(2005)。SPSS統計應用學習實務：問卷分析與應用統計。知城數位科技股份有限公司。  延伸查詢new window
11.Howard, John A.(1994)。Buyer Behavior in Marketing Strategy。Prentice-Hall Inc.。  new window
12.Kotler, Philip、Keller, Kevin Lane(2005)。Marketing Management。Prentice-Hall。  new window
13.Hawkins, D. I.、Best, R. J.、Coney, K. A.(2004)。Consumer Behavior: Building Marketing Strategy。New York：Boston：McGraw-Hill。  new window
14.Blackwell, Roger. D.、Miniard, Paul W.、Engel, James F.(2006)。Consumer behavior。Thomson South-Western。  new window
15.Dubois, B.(2000)。Understanding the Consumer。Upper Saddle River, NJ。  new window
16.Reynolds, F.D、Darden, W.R.(1974)。Construing Life Style and Psychographices。Lifestyle and Psychographices。Chicago。  new window
 
 
 
 
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