全球化下女性消費的反身性思考-女性購買資生堂化妝品之研究

Abstract

在當前全球化的潮流之下，消費與時尚已成為消費者表現自身價值觀與生活風格的方式之ㄧ。 本研究的目的在於探討女性消費化妝品所具有的反身性思考。女性消費者會選擇或追求自己所需與自己所適合的生活風格，而藉由化妝品的消費可表現出個人的審美觀以及對於美麗與時尚的追求，在全球時尚流行之下，化妝品是女性愛美與表現自我的指標。 化妝品市場是全球性化妝品集團急於爭取的大餅，本研究選擇資生堂作為研究對象，因為它是最早進入台灣的外國化妝品品牌，在台灣歷史最為悠久，也是全球的前幾大化妝品的知名廠商，本研究主要探討資生堂如何形塑產品形象，引發女性消費的動機。 透過本研究之問卷訪談，發現20~50歲之間消費資生堂化妝品的女性對於化妝與保養的主見與看法，本研究也進一步探究他們的消費與本身的收入、教育程度、年齡之間的關係。本研究也檢視他們選擇使用資生堂化妝品的各種原因，訪談結果呈現這群女性的價值觀與審美觀以及對自己的了解。

Globalization is one of the most important trends today. Under globalization trend, consumption and fashion become ways for consumers to reflect their own personal values and life styles. This study points out that women do have reflexive thinking on their consumption of cosmetics. They choose what they want and what they need. They have their own aesthetics and values in consuming cosmetics. Women consume cosmetics to pursue their own beauty and fashion. This study selects Shiseido Cosmetics Corporation as my case study. As a matter of fact, Shiseido Cosmetics Corporation was the first to enter Taiwan’s cosmetics market. It built up the brand earlier than other cosmetics companies. This paper studies how Shiseido Cosmetics Corporation shapes the brand image in Taiwan. This study also conducted a questionnaire survey of 38 female consumers. The survey results suggest their personal values and brand identifications in consuming Shiseido cosmetics. That is, women do have their own reflexive thinking on consumption of cosmetics. This study also examines the relationships between female consumption of Shiseido cosmetics and their income, education level, and age.