消費者對頭皮養護產品自我認知與購買動機之研究

Please use this identifier to cite or link to this item: https://dyhuir.dyhu.edu.tw/ir/handle/987654321/1456

Title:	消費者對頭皮養護產品自我認知與購買動機之研究
Authors:	沈素華;陳盈璋
Keywords:	頭皮養護產品;頭皮養護服務;自我認知;購買動機;scalp care products;scalp care services;self-awareness;purchase motivation
Date:	2023/12
Issue Date:	2024-03-18T07:18:18Z
Abstract:	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，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，在消費者購買頭皮養護產品動機現況分析中發現，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」。另外，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。以迴歸統計結果發現，消費者對頭皮養護產品的自我認知對購買動機有顯著正向影響(P<0.05)。由此結果推論，男性頭皮養護市場也許是必須著重的利基市場，可做為另一個藍海策略發展之地。 The purpose of this study is to investigate the differences in self-perception and purchase motivation of scalp care products among consumers with different backgrounds. The study targets general consumers aged 20 and above in Taipei City, New Taipei City, and Keelung City. Convenience sampling was used to distribute the questionnaires, with 450 questionnaires formally issued and 435 valid responses obtained, resulting in a valid response rate of 96.67%. The research results show that in the analysis of the current motivation for consumers to purchase scalp care products, the top three reasons are "I will choose a shampoo that suits my scalp based on its nature", "I will switch to a scalp-specific shampoo for scalp health" and "I will purchase scalp care products on the advice of a doctor." Additionally, significant gender differences (P<0.05) were found in variables such as self-perceived scalp health, scalp care product recognition, and scalp care service purchase motivation, with women scoring higher than men, indicating that women are more concerned about scalp care than men. In terms of the recognition of scalp care products, respondents from New Taipei City and Taipei City scored significantly higher than those from Keelung City, with no significant differences observed in other areas. The results of regression statistics show that consumers' self-awareness of scalp care products has a significant positive impact on purchase motivation (P<0.05). Based on these results, it can be inferred that the male scalp care market may be a niche market that requires more attention and could be developed as another blue ocean strategy.
Relation:	經國學報第三十九期:015-029
Appears in Collections:	[Journal of Deh Yu College of Nursing and Health] Journal of Deh Yu College of Nursing and Health 39

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