臉部保養已經成為人們每天的重要習慣，而隨著樂活風潮的興起與黑心商品的新聞使得有機臉部保養品逐漸被消費者看見，許多知名保養品牌也逐漸推出有機臉部保養品，搶佔有機商機。據此本研究將針對台灣的有機臉部保養品市場之相關消費行為進行探討。而本研究目的在於探討消費者對於有機臉部保養品的主觀知識與口碑是否會對消費者購買意圖有正向影響，以及知覺風險(功能風險、社會風險)是否扮演重要中介角色，並以過去使否使用過有機臉部保養品作為區隔變數，探討不同族群(整體市場、曾經使用過、未曾使用過)的消費行為使否有所差異。本研究使用SPSS18.0版及LISREL8.7版作為資料分析的工具。 經過結構方程模式驗證研究假說，得出以下結論： 一、在台灣的有機臉部保養品市場中，消費者的主觀知識對功能風險與購買意圖存在顯著影響效果。 二、在台灣的有機臉部保養品市場中，口碑對消費者的購買意圖存在正向顯著的直接影響效果；但對消費者的知覺風險不存在影響效果。 三、在台灣的有機臉部保養品市場中，功能風險存在部分中介效果，而社會風險完全不存在中介效果。 四、台灣的消費者對有機臉部保養品的主觀知識、口碑與知覺風險對購買意圖確實會因消費者使用有機臉部保養品的經驗有無，而有所差異。 Facial care has become an important daily habit, and with the wave of LOHAS rising and the sinister product news make organic facial care products are seen gradually to consumers, many well-known skincare brands have gradually introduced the organic facial care products to seize the organic opportunities. The study will be conducted pursuant to investigate consumer behavior for organic facial care products related to the Taiwan market. The purpose of this study is to investigate the organic facial skin care products for consumers’ subjective knowledge and word-of-mouth whether they would have a positive impact on consumer purchase intention, and perceived risk (performance risk, social risk) are playing an important intermediary role. And use the use experience as segmentation variables.
This study used SPSS18.0 and LISREL8.7 as data analysis tools. There are four findings from the research： (1) In organic facial care products market in Taiwan, the subjective knowledge has significant impact on performance risk and purchase intention. (2) In organic facial care products market in Taiwan, the word-of-mouth has a significant positive direct effect on purchase intention. But there is no impact on the perceived risk. (3) In organic facial care products market in Taiwan, the performance risk has partially mediation effect, but the social risks has not. (4) In organic facial care products market in Taiwan, the effect of subjective knowledge, word-of-mouth and perceived risk on purchase intention is different in use experience.
