| 摘要: | 本研究是品牌定位、知覺價值對消費者購買意願之因素研究－以健髮商品為例，經由間接文獻之引用及邏輯之推理，發現之間有關係可進一步研究。
本研究是透過Google表單線上問卷方式，以台灣美髮產業之健髮商品為調查樣本，透過美髮產業經銷商及一般消費者為主要對象協助發放。總共寄發412份問卷，經過篩選與扣除嚴重漏答者，共計有效問卷409份，有效回收率為97%。
研究結果顯示本次調查之消費者對於健髮商品的品牌定位及知覺價值對消費者購買意願有正向顯著之影響。受試者在每個題項大多願意選擇功能性及有售後服務之健髮產品，且認為專業髮品是值得被推廣，由研究結論可知消費者對於健髮商品的認知與需求越來越高，加強對健髮商品的知覺強度也會是美髮相關業者必然要注意的細節。
Taiwan Institute of Economic Research (TIE) found in 2016 (Bioeconomy Industry and Technology Innovation Trend Seminar) that the proportion of men and women with hair loss problems in Taiwan is increasing, and in order to avoid hair loss problems, it is pointed out through (FG Survey Bureau Report No. 2017011 Hair Care Consumer Behavior Survey) that 80% of the respondents will start with shampoo first, and many hair care companies have started to launch hair care products because of the rising trend of hair loss market. What is more worth exploring is how to get out of this parallel market with hair care products, and therefore the market for hair care, anti-hair loss and hair growth products has great room for growth. In recent years, due to environmental factors, climate change, work pressure, and the trend of younger people, the male and female hair loss population is approaching 8 million people. That's 1 in 3 people with hair loss problems, and 26% of respondents are already worried they are facing a "fireball crisis" even though they don't have any significant hair loss problems at the moment. Many companies have started to launch exclusive hair care products due to the hair loss trend, but the use and quality of various hair loss products vary, causing consumers to have distrust in choosing products. Consumers are most concerned about the efficacy and branding issues, whether they can accurately capture the pain points of consumers through product positioning and consumer communication, and clearly communicate the efficacy of products to consumers to enhance their willingness to purchase. Does the brand positioning of the company address consumers' concerns about hair care products, so that more consumers with hair loss problems are willing to try and buy them? Therefore, this study aims to conduct a questionnaire survey for men and women with hair loss problems in different age groups.
Therefore, the purpose of this study is threefold.
1. The relationship between brand positioning and consumers' perceived value
2. The relationship between perceived value and consumers' willingness to purchase
3. The relationship between brand positioning and consumers' willingness to purchase
Brand positioning is the first step of branding for companies. Through brand positioning, we help companies to identify the competitive position in the market, under different types, levels, habits and preferences. The multitude of media, products, messages, and consumer confusion has led companies to place more emphasis on brand positioning strategies Huaiyang Guan (2017)
(bda Luz, Mantovani, & Nepomuceno, 2020) Perceived value, or cognitive value (Bourbon, 1995), refers to the subjective value that consumers perceive in the products or services provided by a company. To increase consumers' willingness to buy usually depends on the benefits obtained from perceived value. A deeper understanding and experience of the functions and effects of the product itself can increase users' willingness to buy. Consumers' thoughts at the time of purchase and their reactions and evaluations after the decision will also influence the market positioning of the product by the business owner. Therefore, purchase intention is also a relevant model to measure the relationship between service, product quality and price. In this study, a total of 409 valid questionnaires were collected and analyzed by SPSS 21.0 statistical analysis software, including narrative statistics, reliability analysis, correlation analysis, and regression analysis, to test the hypotheses of this study.
The results showed that firstly, the brand positioning of hair care products had a positive and significant effect on the perceived value of consumers. Secondly, the perceived value of hair care products has a positive and significant effect on consumers' purchase intention. Thirdly, brand positioning of hair care products has a positive and significant effect on consumers' purchase intention. |
