「男為己容」，男性對於使用化妝保養品的觀念漸漸普及，使得 男性購買及使用保養品的比率逐年增加。此外，在化妝保養品的相關 研究中，大多是以女性消費者為研究對象，較少針對男性消費者作研 究。故本研究根據理性行為理論為基礎並結合自我形象與試用經驗等 變項，探討男性消費者購買化妝保養品時所考慮之因素，包含本身對 於使用化妝保養品的態度認知、具有影響力之重要群體、自我形象、 產品試用經驗對購買意願之影響效果。 本研究從相關的文獻探討開始著手，再根據其理論基礎建立本研 究之架構與假設，並選用適當的量表為研究工具；本研究採用滾雪球 抽樣法，總計回收有效問卷209 份。針對回收的209 份有效樣本資料， 進行敘述性統計、因素分析、信度分析、相關分析及迴歸分析。根據 實証結果發現： 一、 男性消費者的自我形象對購買化妝保養品的態度及主觀規範有 顯著的正向影響。 二、 男性消費者的產品試用經驗對購買化妝保養品的態度有顯著的 正向影響。 三、 男性消費者購買化妝保養品的主觀規範對產品試用經驗有顯著 的正向影響。 四、 男性消費者購買化妝保養品的態度、主觀規範及產品試用經驗 對購買意願有顯著的正向影響，其中以主觀規範對購買意願的影響 性最大 五、 男性消費者購買化妝保養品的意圖對實際購買行為有顯著的正 向影響。 There is an old saying “A woman will doll herself up for someone who loves her or she loves.”, but nowadays it can be changed into “A man will make himself look better for himself.” Since the concept of men using cosmetics are gradually popular, the ratio of men purchasing and using the skin care products are growing year by year. Besides, past research focus most on understanding the consumer behavior in the female cosmetic market, and less for research aimed at male consumers. In order to cope with the research purpose, Fishbein and Ajzen’s theory of reasoned action model is employed as a theoretical framework and modified by adding the self-image and trial experience constructs to study the cosmetic purchasing behavior. This research began by reviewing the relevant articles, and then the research framework and hypotheses were developed according to relevant theories. The questionnaire survey was used as the research instrument to collect the empirical data. This study adopts snowball sampling to get the samples. To effective 209 materials of sample retrieving, analyze the descriptive statistics, reliability analysis, factor analysis, t-test, one way ANOVA, correlation analysis and regression analysis. After the empirical research, the major findings as follows: (1) Self-image positively affects male consumer’s attitudes toward using skin care products. There is a positive relationship between the self-image and subjective norms. (2) Trial experiences of the skin care products are positively related to attitude. (3) The existence of subjective norms to use skin care products is positively related to their trial experiences. (4) Male consumer’s attitudes toward using skin care products, subjective norms and trial experiences have positively impacts on purchase intention. Subjective norms were proved to be more important for purchase intention, than attitude and trial experiences. (5) Purchase intention positively affects male consumer’s purchase behavior regarding skin care products.
