| 摘要: | 本研究主要針對台北地區高中職學生，探討臉部控油保養品消費行為，瞭解個人背景因素、生活飲食型態、使用動機、購買地點與消費行為之相關情形。本研究主要採問卷調查法，針對台北地區8所公、私立高中及高職學校，計約2,088名高中職學生為主要研究對象，有效問卷為1,487份，回收率74.05﹪。將問卷以描述性統計、信效度、t檢定、單因子變異數分析、皮爾森積差相關及迴歸分析等統計方法進行分析其重要結果﹕
一、不同公私立學校別、年級、每月零用錢金額、出油程度在生活飲食型態達顯著差異。
二、不同高中職學校別、性別、每月零用錢金額、膚質狀況、出油困擾、出油程度在使用動機達顯著差異。
三、不同公私立學校別、高中職學校別、性別、家庭主要經濟者的教育程度、每月零用錢金額、膚質狀況、出油困擾、出油程度在購買地點達顯著差異。
四、不同高中職學校別、性別、每月零用錢金額、膚質狀況、出油困擾、出油程度在消費行為達顯著差異。
五、出油程度與生活習慣及飲食習慣均有顯著正相關，所以生活作息正常，減少外食頻率、辛辣、油炸食物、及刺激性飲料，就能有效改善臉部油脂的分泌。
六、使用動機與購買地點及消費行為有顯著相關，隨著臉部控油保養觀念的年輕化，加上產品資訊的多元化，及購買地點的便利性，使得青少年臉部控油保養品的消費市場不斷擴大成長，尤其以開架式藥妝商店，因為可以輕鬆自由選購，商品種類豐富，比起百貨公司或專賣店具有更大的吸引優勢。
七、使用動機能有效預測力社會因素滿意度與生理心理因素滿意度，可見改善皮膚出油狀況，能增加個人自信，進而影響人際關係。
八、依據本研究之結果，瞭解高中職學生皮膚出油原因，使用控油保養品的消費行為，提供給青少年、家長、學校、美容相關業者以及其他相關單位，作為瞭解及改善青少年皮膚問題之參考。
This paper aims to study and explore consumption behavior of the facial oil-control cosmetics in Taiwan for high school students. The research was conducted by taking high school students in Taipei area as the main study samples or research targets, and following topics were highlighted in the survey in an attempt to address the purpose of this research paper: consumer background, consumer’s habit and diet behavior, consumer usage motivation, purchase location, and consumer behavior towards the chosen product.
In order to gather better information and knowledge of consumer behaviors, eight schools from both public and private sectors were chosen to fill in a set of survey questionnaires. The survey successfully collected 2,088 answers from the sample set, however, after the filtering process there were only 1,487 sample answers can be used as effective measurements of the study. This implies the survey yields to return-ratio of 74.05%. The data extracted from 1,487 effective sample answers were then calculated by deploying statistical methods such as reliability and validity test, one-way ANOVA, t-Test, Pearson correlation coefficient and regression analysis to examine various study hypotheses. The results from the statistical analysis lead to the following important findings:
1. Differences in type of schooling (private and public high school), student’s grade, monthly spending, and degree/level of oil produced significantly affect the consumer’s habit and diet behavior
2. Differences in type of schooling (normal and vocational high school), student gender, monthly spending, skin type/condition, complexity in oil production, degree/level of oil produced significantly affect the consumer usage motivation
3. Differences in type of schooling (private and public high school, and normal and vocational high school), student gender, education level of household leader, monthly spending, skin type/condition, complexity in oil production, degree/level of oil produced significantly affect the purchase location
4. Differences in type of schooling (normal and vocational high school), student gender, monthly spending, skin type/condition, complexity in oil production, degree/level of oil produced significantly affect the consumer’s behavior towards the chosen product
5. Degree/level of oil produced, consumer’s habit and diet behavior are also significantly correlated. This implies is living the work and rest to maintain normal, reduce food intake, especially for oily foods, fizzy and caffeinated drinks, and to improve skin effectiveness in oil secretion.
6. The consumer usage motivation, purchase location, and consumer behavior are also significantly correlated. A concept of keeping a youthful skin coupled with diversification of skin-care products information and increase convenience of store locations have resulted in the market and consumption of skin-care products to grow rapidly. Availability of cosmetics stores offer more shopping freedom to consumers and give better selections of skin-care products than department stores, which also in turn deliver great advantages to consumers as well as greatly influence consumer behavior.
7. The consumer usage motivation can effectively forecast the strength of social factors’ level/degree of satisfaction both physiologically and psychologically. Improvement in skin conditions, in particular the level/degree of oil produced by the skin, can increase self-confidence and thereby affecting the interpersonal relationship.
8. Based on the result findings of this research, the study has revealed the reasons of skin’s oil production of senior high school students, and the consumer behavior towards facial oil-control cosmetics. The study also provides references to young people, parents, schools, cosmetologists, entrepreneurs, and other related business units to better understand skin problems faced by young people or teenagers. |
