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男性消费者购买男性保养化妆品忠诚度之研究

【中文摘要】:自古以来保养化妆品被视为女人专用。然而,近年来男人使用男性专用保养化妆品频率提高,遂男性保养化妆品市场开始兴起。其中,男性的男、女性化特质在购买行为中,会对男性保养化妆品产生不同的选择。再加上网

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路的兴起,使男性消费者易在网路上获取男性保养化妆品的口碑,并作为该产品的购买依据。因此,本研究目的主要为探讨网路口碑与男、女性化特质对男性保养化妆品顾客满意度与忠诚度的影响。
本研究参考EKB消费者行为模式与相关文献的探讨,选取购买动机、性别角色、网路口碑来源可信度、顾客满意度与顾客忠诚度等变数建立研究模式。以参考过网路口碑购买男性保养化妆品的男性消费者为主要研究对象,并透过问卷调查蒐集初级资料,回收有效问卷共计694份。本研究以叙述性统计与迴归分析等研究方法验证顾客满意度、性别角色与网路口碑来源可信度的中介效果与干扰效果。研究结果显示,性别角色中的女性化与网路口

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碑来源可信度中的可靠性会影响男性消费者对男性保养化妆品的满意度与忠诚度。
依照前述结果,显示女性化特质较高的男性消费者较讲究个人外表,并认为男性保养化妆品提供的产品功能不能满足其需求;而因网路匿名的特性,使男性消费者认为网路口碑具有公信力与背书效果,进而影响男性保养化妆品的再购与推荐他人意愿。建议保养化妆品产业,女性保养化妆品市场渐趋饱和,应多往男性保养化妆品市场发展,并协助保养化妆品厂商进入男性保养化妆品市场,并以研发男性脸部保养化妆品为主;建议保养化妆品厂商针对男性保养化妆品在产品功能方面,提供较中性化的男性保养化妆品,以满足合女性化特质较高的男性消费者的需求。
【英文摘要】:Men with the frequency of using male care products and cosmetics are increased in recent years, and the market in male care products and cosmetic has been developed. Thus, men with gender role characteristic will influence the choice of male care products and cosmetics. With the internet developed, most customers acquire the electronic word of mouth (e-WOM) about male care products and cosmetics. Therefore, the purpose of the study will explore the influence of e-WOM and gender role on customer satisfaction and loyalty for male care products and cosmetics.
The study is based on the model of EKB consumer behavior and literterature review. Purchase motives, gender roles, source credibility of e-WOM, customer satisfaction, and customer loyalty are selected to form the research model. The samples of 694 collected through questionnaire survey. The study takes the regression analysis to test the mediator effect of customer satisfaction; the moderator effect of gender roles and source credibility of e-WOM. The result showed the feminine of gender roles will weaken the relationshps; the trustworthiness of source credibility of e-WOM will strengthen the relationshps.
Based on the result, the function of the male care products and cosmetics cannot meet the need of male customers with the higher feminine characterstics. The anonymity of internet makes male customers believe the credibility of e-WOM more, and

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be willing to repurchase the products. The suggestions are as followed: care products and cosmetics industry should assist care products and cosmetics companies in entering the market and developing the products; care products and cosmetics companies should offer the neutral products to meet the need of the need of male customers with the higher feminine characterstics.
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  • 来源:中山大学;作者:陈雅芳
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