印尼 Z 世代對保養品購買意圖之行為分析：以計劃行為理論為基

Abstract

印尼保養品市場的快速成長主要由 Z 世代消費者所驅動，該族群高度依賴數位媒體，且容易受到社會影響。然而，過去研究較少運用行為理論來解釋 Z 世代的保養品購買意圖。本研究以計畫行為理論（Theory of Planned Behavior）為基礎，探討印尼 Z 世代消費者保養品購買意圖的影響因素。 本研究採用量化研究方法，透過線上問卷蒐集 146 份印尼 Z 世代受訪者資料，主要來自棉蘭市（Medan）。資料分析採用 Partial Least Squares Structural Equation Modeling（PLS-SEM），並透過 SmartPLS 進行模型估計。研究模型檢驗態度、主觀規範與知覺行為控制對購買意圖的影響，並將教育程度、預算水準與膚質納入控制變數。 研究結果顯示，主觀規範與知覺行為控制對保養品購買意圖具有顯著正向影響，而態度則未呈現顯著效果；各項控制變數亦未達顯著水準。整體而言，研究結果顯示，相較於個人態度或人口統計特徵，社會影響與自我感知能力在形塑印尼 Z 世代消費者保養品購買意圖上扮演更為關鍵的角色。

The rapid growth of Indonesia’s skincare market is largely driven by Generation Z consumers, who are highly digitally engaged and socially influenced. However, limited studies have applied behavioral theory to explain skincare purchase intention among this group. This study examines the determinants of skincare purchase intention among Indonesian Generation Z using the Theory of Planned Behavior (TPB). A quantitative approach was employed using an online survey of 146 Generation Z respondents in Indonesia, primarily from Medan City. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The model assessed the effects of Attitude, Subjective Norm, and Perceived Behavioral Control on Purchase Intention, with Education Level, Budget Level, and Skin Profile included as control variables. The results indicate that Subjective Norm and Perceived Behavioral Control have significant positive effects on skincare purchase intention, while Attitude does not. The control variables were found to be insignificant. These findings suggest that social influence and perceived ability are more influential than personal attitudes or demographic characteristics in shaping skincare purchase intention among Generation Z consumers in Indonesia.