| 摘要: | 由於市場上的護膚保養品呈現的型式種類越來越多樣化，使消費者選擇性非常多元，光是臉部保養品就有例如，化妝水、精華液、乳霜、面膜等商品，另外商品功效方面也分別為有，美白、保濕、延緩老化等。因此，本研究目的在於了解消費者使用面膜對其產品、價格、促銷及通路等的滿意度狀況，進而想要瞭解消費者的滿意度及願意再購買的意願關聯性為何。
本研究方法以量化問卷方式，正式問卷針對北北基的一般消費者，採用滾雪球問卷方式取樣發放問卷，共發出550份問卷，發放時間為2022年3月1日至3月31日截止，總計回收有效樣本問卷數為521份，無效問卷29份，整體有效樣本回收率為95%。
研究結果發現，不同年齡消費者對其購買面膜之滿意度有正向顯著性差異；曾經使用過面膜種類及偏好以片狀式面膜為最多;購買面膜無固定品牌;對大量購買有折扣覺得滿意;面膜功能讓消費者滿意;不同年齡層受訪者對其面膜之再購買意願有顯著性差異；面膜購買消費者之滿意度對於其再購買意願有正向顯著性的影響。人口統計變項之不同性別、居住地及月收入均無顯著性。建議後續研究也應特別針對不同年齡族群進行深入探討，以做為後續相關企業策略訂定之參考良方。
As the types of skin care products on the market are becoming more and more diverse, consumers have a very diverse selection. Just for facial care products, there are products such as lotions, essences, creams, masks, etc., and other products. There are also functions in terms of whitening, moisturizing, anti-aging, etc. Therefore, the purpose of this study is to understand consumers' satisfaction with their products, prices, promotions and channels when using face masks, and then to understand the correlation between consumers' satisfaction and their willingness to repurchase.
This research method uses quantitative questionnaires. The formal questionnaires are aimed at the general consumers of Beibeiji, and the snowball questionnaires are used to sample and distribute questionnaires. A total of 550 questionnaires are issued. The issuance time is from March 1 to March 31, 2022. The total 521 valid questionnaires were recovered and 29 invalid questionnaires were recovered. The overall valid sample recovery rate was 95%.
The results of the study found that consumers of different ages have a positive and significant difference in their satisfaction with purchasing facial masks; the types and preferences of facial masks that have been used before are mostly sheet-type facial masks; there is no fixed brand of facial masks; they are satisfied with discounts for bulk purchases ; Mask function makes consumers satisfied; Respondents of different age groups have significant differences in their re-purchase intention of face masks; The satisfaction of consumers who purchase face masks has a positive and significant impact on their re-purchase intention. There were no significant differences in gender, place of residence and monthly income for demographic variables. It is suggested that follow-up research should also conduct in-depth discussions on different age groups, so as to serve as a reference for the subsequent formulation of relevant corporate strategies. |
