| 摘要: | 本研究旨在探討消費者對口紅感官知覺與購買意願之相關研究，臺灣彩妝品製造業實力堅強，且受市場及國際品牌的認可，因此本研究欲探討大臺北地區服務業之女性消費者對於口紅感官知覺與購買意願之關係。
本研究採問卷調查法進行資料之收集，透過抽樣方式採用立意抽樣與滾雪球方式發放問卷，以從事美容、餐飲服務業曾經購買口紅之女性消費者為對象，施測樣本300份，有效問卷285份，有效回收率為95.0%。研究工具包括：「個人背景資料調查表」、「感官知覺量表」及「購買意願量表」。施測結果以統計套裝軟體SPSS 20.0 for Windows進行統計分析，透過描述性統計、卡方檢定、獨立樣本t檢定、ANOVA單因子變異數分析、雪費事後比較法和LSD分析法、皮爾森積差相關及一般多元迴歸分析進行資料之統計分析。
本研究實證分析結果為：(一)個人背景因素對感官知覺有部分顯著差異；(二)個人背景因素中唯有香味偏好對購買意願有顯著差異；(三)感官知覺與購買意願皆呈顯著相關性；(四)個人背景變項中之香味偏好與感官知覺之視覺感受及觸覺感受對購買意願具解釋力。根據研究結果提出建議：在化妝品產業中，建議業者強化消費者感官知覺，以花、果香口紅為主，精緻的包裝外觀設計、產品對唇部的安全性、舒適感等，使消費者藉以提升購買意願。
The purpose of this study is to investigate the relationship between the lipstick sensory perception and purchase intention. The female consumers who are working in the services industry in greater Taipei area for this study. This study is conducted with questionnaire based on purposive sampling and snowball sampling. This sampling survey objects are the female customers who working beauty industry or catering industry and they had purchased lipsticks before. The data of 300 samples was investigated and 285 valid questionnaires were analyzed with the statistical software package SPSS 20.0 for Windows. The effective questionnaire recovery rate is 95%. All raw data was analysed by using descriptive statistics, Chi-Square test, independent samples t test, one-way ANOVA, Scheffé method and pearson’s product-moment correlation, multiple regression.
The results are as follows: (1)Personal background factors have some significant differences in sensory perception. (2)Among the personal background factors, only fragrance preferences have significant differences in purchase intention. (3)Sensory perception indicates the positive correlation with purchase intention. (4)The visual preference, tactile sensation of fragrance preference and sensory perception have found the best indicator for this prediction to purchase intention. The suggestions are as follows: In the cosmetics industry, it is recommended that the industry strengthen sensory perception of consumers. In order to enhance consumers' willingness to buy, exquisite packaging design, product safety and comfort for lips are necessary. |
