臺灣植萃保養品的消費行為研究

Abstract

臺灣植萃保養品為企業積極投入、政府重點扶植的產業之一。本研究係以臺灣植萃保養品為標的，為建構與顧客忠誠度有關之消費行為學理架構，細究消費者的過去經驗、涉入度、知覺價值、顧客忠誠度等四個變項（及其內含的不同因素）之間的關聯性，以及顧客忠誠度因人口特徵不同產生差異。研究者藉由網路調查，獲取920份有效樣本進行統計分析。本研究總結： 一、因素結構：臺灣植萃保養品消費者的過去經驗，由單一因素組成；涉入度可分為產品涉入度、訊息涉入度、情境涉入度三類；知覺價值分成功能價值、情感價值、社會價值；顧客忠誠度則由購買意願、樂收資訊、溢價消費組成。 二、各因素間之關係：臺灣植萃保養品消費者的知覺價值（功能價值、情感價值、社會價值）會提高顧客忠誠度（購買意願、樂收資訊、溢價消費）；過去經驗和訊息涉入度都不會影響顧客忠誠度；產品涉入度會產生降低顧客忠誠度的直接效果，但透過知覺價值，則可顯著地增進顧客忠誠度；情境涉入度也會透過知覺價值，顯著地增進顧客忠誠度； 三、能強化購買意願的因素依序是情感價值、功能價值、產品涉入度、社會價值、情境涉入度；能促進樂收資訊的因素依序為功能價值、產品涉入度、情境涉入度、情感價值、社會價值；而能提升溢價消費的因素則依序是功能價值、產品涉入度、情感價值、情境涉入度、社會價值。 四、人口特徵與顧客忠誠度之差異分析：男性會比女性消費者更願意溢價購買臺灣植萃保養品；具有碩博士學歷者，相對更願意接收臺灣植萃保養品的產品資訊，也更願意購買該類產品。 本研究結果彌補了消費行為相關理論的不足，可做為未來臺灣植萃保養品消費市場研究的基礎，亦可供產、官、學等利害關係人做為營運策略之參考依據。

In Taiwan, production and sales of skincare products based on plant extracts constitute a key industry invested by corporates and supported by governments in Taiwan. This study targeted plant extract–based skincare products in Taiwan and explored the relationships between four variables and the different factors associated with them; the four factors were consumers’ prior experience, involvement, perceived value, and loyalty. In addition, differences in consumer loyalty attributed to demographic characteristics were examined. An online survey was performed to obtain 920 valid samples for statistical analysis, which yielded the following results: 1.Factor structure: Consumers’ prior experience on plant extract–based skincare products manufactured in Taiwan comprised a single factor. Involvement was divided into product involvement, message involvement, and situational involvement. Perceived value was divided into functional value, emotional value, and social value. Consumer loyalty consisted of purchase intention, willingness to receive information, and paying price premium. 2.Relationships between the factors: Consumers’ perceived value (product involvement, message involvement, and situational involvement) increased their loyalty (purchase intention, willingness to receive information, and paying price premiums). Neither prior experience nor information involvement affected consumer loyalty. Product involvement exerted a direct negative effect on consumer loyalty; however, through perceived value, this factor significantly enhanced consumer loyalty. In descending order of influence, factors strengthening purchase intention were emotional value, functional value, product involvement, social value, and situational involvement; factors promoting willingness to receive information were functional value, product involvement, situational involvement, emotional value, and social value; and factors prompting consumers to pay price premiums were functional value, product involvement, emotional value, situational involvement, and social value. 3.Analysis of differences in consumer loyalty attributed to demographic characteristics revealed that compared to women, men were more willing to pay price premiums for plant extract–based skincare products manufactured in Taiwan. Individuals with a master’s or doctorate degree were more willing to receive information on plant extract–based skincare products manufactured in Taiwan and purchase such products compared to those without such degrees. The results of this study may serve as a foundation for future research on consumer market in plant extract–based skincare products manufactured in Taiwan. Moreover, they may serve as references for stakeholders, including the commercial, governmental, and academic sectors, to formulated operational strategies.