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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87253

    Title: 以生活型態之集群分析男性面膜購買行為
    Other Titles: Cluster analyses of male mask buying behavior : classified by life style
    Authors: 邱嘉政;Chiu, Chia-Cheng
    Contributors: 淡江大學國際企業學系碩士在職專班
    曾義明;Tseng, Yi-Ming
    Keywords: 生活型態;男性面膜;保養品;Lifestyle;Facial mask;Skincare products
    Date: 2012
    Issue Date: 2013-04-13 10:53:44 (UTC+8)
    Abstract: 因應時代的變遷,消費者對於常保青春與延緩老化等議題相對重視,僅管2008年金融風暴襲擊全球消費市場,但全球的化妝保養品市場仍然逆勢成長。尤其男性保養品商機更是大有可為。過去美容保養是女性的專利,現今對於性別的印象早已逐漸模糊淡化,男性開始注重本身的外表,進而使用保養品已成為另一股風潮與話題。
    In response of the time changes, consumers value preserving youth and delaying aging relatively much. Even with the financial turmoil that struck the global consumer market in 2008, the global cosmetics market still thrived. Especially the business opportunity for male skincare products is promising. In the past, skincare was something for women only, but the distinction of gender has been gradually diluted. Men have started to pay attention on their appearance; therefore the use of skincare products has become another trend.

      This study attempts to survey through a questionnaire, taking life style and consumer purchase decision-making variables as research framework, and by a systematic analysis method, to understand how men are using facial masks, and the relationship between consumer purchasing behavior and demographic variables in different life style communities. In this study, respondents were limited to male consumers who have used facial masks within the greater Taipei area, completing this questionnaire face to face. Of all questionnaires 254 were valid. Factor analysis in regard of their life style variables was used for data reduction and cluster analysis was used to group the consumers, then a Chi-square test was applied to all the variables.

      This study shows that male facial mask consumers can be divided into two groups by their life style variables and be named as “independent pinch pennies type“ and “rational self-type”, respectively. As for the purchasing behavior, only the purchasing channel is significant, which means other variables are not particularly different. In the demographic variables can be found that in addition to the educational level, significant differences between these two groups exist.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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