產品相關屬性資訊處理與消費者認知及偏好行為之分析：以女性保養品為例

Abstract

近來台灣掀起了醫藥生技化妝保養品的風潮，除了國際大廠在其廣告中不斷宣傳功能性成分，以凸顯產品的品質與功效外。國內業者在擁有化工與醫療團隊的背景，以及政府的鼓勵與扶植下，亦紛紛自創品牌，投入生技化妝保養品市場，研發新成分與配方。 本研究有鑑於功能性成分對於未來保養品市場發展的影響，因此針對保養品的「功能性成分」作兩部分研究。首先，以多元尺度法所繪製的知覺定位圖，來瞭解在不同品牌熟悉度與成分瞭解度的情境之下，額外提供保養品成分與功能之資訊對於消費者知覺的影響。接著，利用聯合分析法，以瞭解消費者對於來源國形象、通路、成分與價格等屬性的偏好與最佳保養品之產品組合。 研究結果發現，額外提供成分與功能之資訊會改變消費者的知覺，使保養品品牌間的定位與競爭關係改變。消費者對於品牌熟悉度高的品牌，在不同資訊量的提供下，所產生的知覺差異較小。在保養品四個屬性中，消費者最重視「通路」，其次為「來源國形象」。消費者對於各屬性偏好最高之產品組合為：日本來源國形象，內含微生物萃取物成分，以百貨專櫃為主要通路，並以較低價格銷售之保養品組合。 基於上述研究結果，本研究提供給國內保養品業者的行銷策略之建議如下：國內業者可以利用消費者較熟悉的功能性成分來增加產品價值並獲取競爭優勢，因為消費者會推論這些成分為廠商所提供的額外價值。由於保養品消費者的價格敏感度較低且較重視品牌形象。因此，國內業者若欲塑造高級品牌形象，應積極爭取於百貨公司設櫃、避免過度強調本土品牌，以及多加宣傳其所添加的成分與功能，以提升產品評價與品牌形象。

Recently, the fashion, medical biotech cosmetics, is growing in Taiwan. Not only national firms have kept propagating the medical ingredients via advertisements to prove their quality and effects, but also local firms initiate to build their own brands and to develop novel ingredients in medical biotech cosmetic market. Because the medical ingredients may have great impact to cosmetic market in the future, this article focuses on “medical ingredients” and has two related researches. First, we make the perceptual map by Multidimensional Scaling to understand the influence of consumer perception by offering additional information, ingredients and effects, under different brand familiarity and ingredient understanding. Second, we use Conjoint Analysis to know consumer preference and the best product combination about the country of origin, channel, ingredient, and price. Results of this study show that offering additional information will affect consumer perception and change brand positions as well as competitive relationship. For high familiar brand, consumers’ perceptual differences are lower under offering different information load. In four cosmetic product attributes, consumers put the most emphasis on channel. The best product combination comprises Japan country of origin, the extract of germ, the channel of department store, and lower selling price.

Based on the research results, we have some marketing suggestions provided for domestic firms. First, domestic firms can use more familiar medical ingredients to enhance product value and to gain competitive advantage, because consumer will infer these ingredients are additional value provided by firms. Moreover, if domestic firms want to shape their brands into high-class brand images, they should try to sell their products through department stores, avoid mentioning the local brand, and attempt to propagate the medical ingredients and effects in order to enhance the product value and brand image.