本研究欲站在面膜廠商的角度，以Engel，Blackwell and Miniard的CDP購買行為 決策做為研究架構，透過有系統性的分析，欲了解男性購買面膜的行為及動機、資訊來源，購買考慮因素及其消費者特性等重要資訊，期能讓廠商先了解男性在採購面膜產品上在乎的項目為何，進而提供廠商在後續產品行銷策略的訂定有一定助益。
關鍵字：男性面膜，消費者的購買行為 Skincare products have traditionally been seen as a beauty aid and focused primarily on the female consumer. However, in today’s modern times women are no longer the only ones concerned about how they look. Men realize that their individual appearance can dramatically alter their self-image as well as impact other people’s perception of them. As men become more cognizant of these realities regard- ing appearance they begin search for ways to improve or enhance their facial features.
Although there is a heightened awareness and emphasis on appearance by males, there are very few male-specific skincare products in the marketplace. Along with a lack of products there is a lack of male oriented skincare information. As a result, it is commonplace for a man concerned with his appearance to use skin care products that were originally intended for females. This is an incorrect approach to male skincare because there are numerous gender specific differences in male and female skin types. This makes a male’s skin more prone to sweating and oilier than a female’s. Also, skin issues that confront men and women are vastly different. As noted by one entrepreneur, this gender gap in skincare products has created a demand and is an excellent opportunity for companies in the cosmetic and skincare industry. It is time for these companies to invest in research and development of Products that cater specifically to a man’s special needs.
This study looks at the facial mask industry from a manufacturer’s perspective and applies Blackwell, Miniard, & Engel’s CDP model as the foundation of the research. The findings are analyzed to determine male facial mask purchase behavior, motivation, information sources, purchase considerations, and consumer demographics. This data can be used by facial mask manufactures to help them develop an understanding of the factors men consider important when making a purchase decision. This newfound understanding can be applied to create more effective future sales and marketing strategies by the manufacture.
