| 摘要: | 本研究目的在於探討消費者背景變項對頭皮養護產品自我認知與購買動機差異性。以台北市、新北市及基隆市年齡在20歲以上的一般消費者為本研究對象，問卷採便利抽樣進行問卷發放，問卷發放時間為2022年3月1日至3月31日，正式發放問卷450份，有效問卷435份，有效問卷回收率為96.67%。研究結果顯示，消費者購買頭皮養護產品經驗描述上，一般消費者知道的頭皮養護產品以頭皮專用洗髮精居多，其次為頭皮專用護髮素。在購買通路上以電視廣告為最多，其次則是美髮師或美容師推薦；購買地點則是以連鎖藥妝店為最多佔了23.2%，購買養護產品平均一年花費1000元以下為最多，而聽從家人或伴侶的意見而決定購買頭皮養護產品為最多。在消費者購買頭皮養護產品動機現況分析中發現，經統計結果顯示前三名分別是「我會依自己頭皮的性質挑選適合自己的頭皮專用洗髮精」「我會為了頭皮健康而改用頭皮專用的洗髮精」及「我會因為醫生的建議，而去購買頭皮專用養護產品」。透過推論性統計包括獨立樣本 t 檢定、單因子變異數分析，本研究也發現：不同性別在自我頭皮健康認知、頭皮養護產品認知與頭皮養護服務購買動機等變數上，均呈現女性高於男性的顯著差異(P<0.05)，可見女性對頭皮的養護，均較男性為高。不同居住所在地在頭皮養護產品認知上，居住在新北市與台北市受訪者得分顯著高於基隆市受訪者，其餘均不顯著。最後，根據研究結果提出具體的建議以供實務應用及後續相關研究之參考。
The purpose of this study was to explore the differences between consumers' background variables on self-perception and purchase motivation of scalp care products. The general consumers over the age of 20 in Taipei City, New Taipei City and Keelung City were selected as the research objects. The questionnaires were distributed by convenience sampling. The questionnaires were distributed from March 1 to March 31, 2022, and the questionnaires were officially distributed. There were 450 valid questionnaires, 435 valid questionnaires, and the recovery rate of valid questionnaires was 96.67%. The results of the study show that in the description of consumers' experience in purchasing scalp care products, the scalp care products known to consumers are mostly scalp shampoo, followed by scalp conditioner. In terms of purchasing channels, TV advertisements are the most common, followed by recommendations from hairdressers or beauticians; chain drugstores account for up to 23.2% of the purchases; The decision to buy scalp care products is the most important to follow the opinions of family members or partners. In the analysis of the current situation of consumers purchasing scalp care products, the statistical results show that the top three are "I will choose a special shampoo for my scalp according to the nature of my scalp", "I will switch to scalp for the sake of scalp health". Dedicated shampoo" and "I will buy scalp care products because of the doctor's advice." Through inferential statistics including independent sample t-test and one-way ANOVA, this study also found that women are higher than men in terms of self-scalp health cognition, scalp care product cognition, and scalp care service purchase motivation for different genders. Significant difference (P<0.05), it can be seen that women's maintenance of the scalp is higher than that of men. In terms of cognition of scalp care products in different places of residence, respondents living in New Taipei City and Taipei City scored significantly higher than respondents in Keelung City, and the rest were not significant. Finally, according to the research results, specific suggestions are put forward for practical application and subsequent related research reference. |
