| 摘要: | 社會型態變遷，健康美麗產業服務除了在技術上呈現流行風格，也應注重「健康」服務。美髮產業需重視多元化與健康面，發展頭皮健康管理服務的知識與技能，並把握市場需求轉變來提升競爭力。
近年來人們受到空氣汙染、生活壓力大、不正常作息及飲食營養攝取失衡，以及不當清潔和使用造型品等影響，以致出現各種皮膚狀況，頭髮和頭皮問題的也越來越多，消費者健康意識抬頭在愛美的同時意識到頭皮的健康問題，但頭皮健康管理服務的消費尚未普遍被接受，頭皮健康管理業者除了要具備健康養護的專業知識與技能外，也需致力於消費者對頭皮健康調理的認知，增加消費者對專業的信賴度並應充分瞭解消費者的消費需求動向，以利推動頭皮健康調理服務項目，使頭皮健康管理普及化是美麗與健康產業趨勢。
本研究主旨（1）探討大臺北地區消費者對於頭皮健康管理認知與頭皮調理消費需求之現況；（2）探討「個人背景變項」在「頭皮健康管理認知」上之差異性；（3）探討「個人背景變項」在「頭皮健康管理消費需求」上之差異性；（4）探討「頭皮健康管理認知」與「頭皮健康管理消費需求」相關性。
本研究採用量化研究之問卷調查法，以居住在大臺北地區年滿20歲至69歲之消費者為研究對象。抽樣方式以立意抽樣法與滾雪球方式，預試有效樣本132份，正式有效樣本取得438份有效問卷。研究工具包括：「個人背景」資料調查表、「頭皮健康管理認知量表」與「頭皮管理消費需求量表」，資料處理方法以SPSS 26.0版軟體進行分析，採用描述性統計：次數分配、平均數、標準差，推論性統計：獨立樣本t檢定、單一樣本t檢定、單因子變異數分析、雪費事後比較及皮爾森積差相關進行分析。主要研究結果如下：
一、大臺北地區消費者在「頭皮健康管理認知」上平均得分為4.08分，顯著高於理論中點，表示消費者在頭皮健康管理之認知度高。
二、大臺北地區消費者在「頭皮管理消費需求」上平均得分為3.84分顯著高於理論中點，表示消費者在頭皮管理消費需求高。
三、大臺北地區消費者之「教育程度」在「頭皮健康管理認知」達顯著差異，經由雪費事後比較發現 研究所（含）以上與專科∕大學之學歷在「頭皮健康管理認知」優於高中（含）以下；「頭皮健康管理消費經驗」雖在頭皮健康管理認知達顯著差異水準，但組間無差異。
四、大臺北地區消費者之「教育程度」在「頭皮管理消費需求」達顯著差異水準，經由雪費事後比較發現「研究所（含）以上」對「頭皮管理消費需求」優於「高中（含）以下」；在「頭皮健康管理消費經驗」達顯著差異，經由雪費事後比較發現「正在使用」與「曾經使用」者對「頭皮管理消費需求」優於「從未使用」者。
五、大臺北地區消費者不同「頭皮健康管理認知」與「頭皮管理消費需求」，呈現顯著正相關。
本研究結果除了具學術貢獻外，也可促進消費者頭皮健康管理的重要認知與瞭解民眾對頭皮調理的消費需求方向，作為業者行銷頭皮健康管理課程（商品、服務）之參考，以滿足消費者的期待，提升相關產業的推廣與發展。
Nowadays as society style changes, the health and beauty industry should not only emphasize techniques in fashion styling, but also focus on health services. The hairdressing industry shall refocus on diversity and health, develop knowledge and skills in scalp care, and grasp changes in market demand to enhance competitiveness.
In recent years, people have been affected by air pollution, high life pressure, abnormal work and rest, unbalanced diet, as well as improper cleaning and use of styling products. As a result, more and more people face various skin conditions, including hair and scalp problems. Consumers’ health awareness is on the rise, those who love beauty are also aware of the importance of scalp health. However, scalp care has not yet been generally accepted by consumers. In addition to having professional knowledge and skills in scalp care, scalp care professionals must also commit to helping consumers develop scalp health awareness, increase consumers' trust in professionals, and fully understand consumers’ demand and needs. Currently in the beauty and health industry, it is a trend to promote and popularize scalp care.
The purpose of this study is (1) to explore the current status of consumers' cognition of scalp health, and consumer demand for scalp care in Taipei metro area; (2) to explore the differences of personal characteristics on cognition of scalp health; (3) to explore the differences of personal characteristics on consumer demand for scalp care; (4) to explore the correlations between scalp health cognition and consumer demand for scalp care.
Based on survey method, the target population is consumers at the age of 20 to 69 living in Taipei metro area. By purposive and snowball sampling, there were 132 valid samples in the pilot study, and 438 valid questionnaires were obtained in this study. Research instruments include Personal Background Questionnaire, Scalp Health Cognition Scale and Consumer Demand for Scalp Care Scale. Data is analyzed by SPSS Statistics 26.0 including frequency distribution, percentage, mean, standard deviation, one-sample t-test, independent sample t-test, One-Way ANOVA, Scheffe, and Pearson product-moment correlation. Below are the research findings:
1. The average score of consumers in Taipei metro area on "cognition of scalp health" is 4.08 points, which is significantly higher than the theoretical midpoint, indicating that consumers have high awareness of scalp health.
2. The average score of consumers in Taipei metro area on" consumer demand for scalp care" is 3.84 points, which is significantly higher than the theoretical midpoint, indicating that consumers have high demand for scalp care.
3. There is a significant difference in the education level of consumers’ awareness of scalp health, those with graduate degrees and above, and those with college/university degrees are more aware of scalp health care than high school and below. Although consumers’ scalp care experience reaches a significant difference in scalp health awareness, there is no difference between groups.
4. The education level of consumers in Taipei metro area has a significant difference in consumer demand for scalp care, those with graduate degrees and above has more demand for scalp care than those with high school and below. There is a significant difference in consumer scalp care experience. The consumer demand of current users and ever users of scalp care is higher than those who never consumes.
5. There is a significant positive correlation between scalp health cognition and consumer demand for scalp care among consumers in Taipei metro area.
In addition to academic contributions, the results of this study can also promote consumers' awareness of scalp health and understand the public's consumer demand for scalp care. In addition, it provides industry references to market scalp care courses (goods and services), to meet the needs of consumers and to promote the development of related industries. |
