消費者健康意識對購買行為之影響–以藥妝品為例

Abstract

背景： 隨著時代的變遷，伴隨健康意識的抬頭，人們除了追求健康的生活與美麗的外表，也積極的注重身體健康以外的「美容保養」。近年來生物科技與醫療技術的進步，帶動醫學美容產業的蓬勃發展，更刺激消費者對醫學美容藥妝品的需求，因此醫學美容藥妝品的消費行為研究就顯得相當重要。 目前中國大陸人士出國觀光的旅遊消費力已趨世界之首，尤其台灣開放陸客來台後，帶動兩岸三地的醫療、保健及健康產業的發展，加上台灣醫學美容產業發展成熟且醫療水準遠高過中國大陸，所以醫美產品更是來台的大陸旅客的消費重點。消費者面對市場上多樣化選擇的醫學美容藥妝品，是否有足夠的健康意識來影響自身的購買行為，是本研究欲探討的重點。 目的： 以中國大陸來台觀光的旅客為分析場域來探討，以健康意識量表為量測基礎，來研究消費者的購買行為。探討消費者特質、消費者健康意識對醫學美容藥粧品購買行為之影響。再者，消費者健康意識對購買行為的影響程度，又是否會受到知覺價值的調節影響？ 方法： 本研究為橫斷性研究，研究的對象僅針對於有到陸客退稅店的中國大陸來台旅客，以立意抽樣選取三家位於台北市，主要經營大陸旅客的退稅購物店，採隨機抽樣的方式發放問卷，共發放500份問卷，回收417份。 結論： 在這些特定消費者的購買行為中發現，人口特性（性別、年齡、教育程度）、健康意識（經研究結果重新修訂健康意識量表之構面：重視自己的健康、重視健康的活動與追求健康的生活）與醫學美容藥妝品的購買行為三者之間存在著顯著的正相關。女性購買醫學美容藥妝品的行為明顯高於男性；年齡在41-50歲的人，醫學美容藥妝品的購買行為明顯高於其他年齡層；專科與大學者的購買行為高於初、高中者；健康意識越強且重視自己的健康與重視健康的活動的人，購買醫學美容藥妝品的行為也越顯著。此外，研究也發現在來台的陸客中，健康意識強的人越重視醫學美容藥妝品是否為台灣製，也需要專業銷售人員提供醫美藥妝品的相關解說，因此是否為台灣製造的產品與專業銷售人員的服務解說都會增加陸客對醫學美容藥妝品的購買行為。

Background: With the change of times and the rise health consciousness, there is an active pursuit of beauty and care in addition to physical wellness. In recent years, there has been much progress in bio-technical as well as bio-medicinal areas. With it, the industry of medical cosmetology has also gone prosperous, encouraging demands for cosmeceutical products among consumers. This, as a result, has demonstrated the significance in research regarding consumer behaviors of cosmeceutical products. Currently, consumption power of the Mainland Chinese tourists is leading in the world, which is especially significant now that Taiwan has opened its door to them. On top of that, at present, Taiwan exceeds Mainland China in its development of medical cosmetology as well as in its quality of medical treatments. Therefore, cosmeceutical products have become one main area of consumption for the Mainland Chinese tourists. The emphasis of this current study is to discover whether consumers, when presented with a diversity of cosmeceutical products, have sufficient health consciousness to base their behaviors of consumption on. Purpose of Study: This research studies consumer behaviors with Mainland Chinese tourists as subjects and the assessment scale of health consciousness as a measurement. This research intends to find out whether consumer characteristics and health consciousness influence behaviors during the purchases of cosmeceutical products. Furthermore, it intends to find out whether perceived value has a moderating impact on the extent to which health consciousness influences consumer behaviors. Methodology: Using purposive sampling, this cross-sectional study selects three duty free retail shops in Taipei that target Mainland Chinese tourists. The subjects of the study have been narrowed down to some Mainland Chinese tourists who visited the duty free shops. 500 questionnaires were distributed randomly, and the overall response rate was 417 questionnaires. Result: Findings based on these specific subjects indicate that there is a positive correlation among the three aspects: demographic features (gender, age and level of education), health consciousness, and consumer behaviors. Based on the results, the constructs of health consciousness assessment scale have been modified into valuing one’s own health conditions, valuing health related activities, as well as the pursuit of a healthy lifestyle. The results are as follows. Consumption of cosmeceutical products among females is higher than that among males. Consumption among those aged between 41 and 50 is higher than that among those of other age groups. Consumption among those with college and university degrees is higher than that among those with junior and senior high school degrees. The more health conscious the consumers are and the more value they place on their own health conditions as well as on health related activities, the higher their consumption of cosmeceutical products is. Besides, through this research, it has also been found that among the Mainland Chinese tourists, the more health conscious they are, the more weight they place on whether the cosmeceutical products are made in Taiwan and on the need for the professional salesclerks to provide instructions about the products. Consequently, whether the products are made in Taiwan and whether professional salesclerks provide instructions about the products both influence the consumer behaviors of cosmeceutical products among the Mainland Chinese tourisits.