[[alternative]]A Study of Female Consumers' Purchase Behavior---Biotech Skin Care Products as Examples

碩士商業教育學系[[abstract]]藉由科學的進步，保養品不斷地推陳出新，高科技、擁有獨家有效成份，訴求抗老、美白、除皺，有特殊機能的產品越來越受消費者重視；行政院「挑戰二ΟΟ八國家發展重點計畫」更將此種低污染、高毛利率、高附加價值之化妝保養品產業列入國家重點推動產業之一。本研究以Kerin, R.A., Berkowitz, E.N., Hartley, S.W. & Rudelius, W. (2003)理論為基礎，經由問卷調查方式，探索生技保養品市場狀況，及瞭解行銷組合因素、生活型態因素及社會因素之中，哪些是影響女性消費者是否購買生技保養品之決定因素，最後進行策略研擬，以提供業者在未來制定策略時之參考。 本研究之目的，說明如下： 一﹑瞭解影響消費者是否購買生技保養品之行銷組合因素。 二﹑瞭解影響消費者是否購買生技保養品之生活型態因素。 三﹑瞭解影響消費者是否購買生技保養品之社會因素。 四﹑依據分析結果，提出具體建議，作為生技保養品市場開發之參考。 本研究是以台灣女性消費者為研究對象，採用問卷調查及網路調查二種方式，有效問卷共為392份，以因素分析、集群分析、區別分析、Logit 迴歸模式，瞭解影響消費購買行為之決定因素。本研究經彙整相關資料後計可獲得以下結論： （一）行銷組合因素對消費者購買生技保養品之影響不顯著。 （二）生活型態因素對消費者購買生技保養品有顯著之影響。 （三）社會因素對消費者購買生技保養品之影響有部分顯著，包含教育程度與所得對消費者購買生技保養品的機率有正向影響、職業對消費者購買生技保養品有顯著之影響。[[abstract]]This research is based on population survey in order to acquire the market segmentation and competitive advantages to serve as the purchase decisive factors for biotech skin care products executives, who strategically plan for the market, including marketing mix factors , life style factors and social factors that influencing consumers decision to purchase biotech skin care products. The purpose of this study is as follows: 1. To understand what influencing consumer decision to purchase biotech skin care products with marketing mix factors. 2. To understand what influencing consumer decision to purchase biotech skin care products with life style factors. 3. To understand what influencing consumer decision to purchase biotech skin care products with social factors. 4. According to the result from the Analyst, they have provided suggestions for biotech skin care products marketing for reference. The study of what influence the consumer decision to purchase biotech skin care product are concluded as following: 1. Marketing mix factors has no significant affect on consumer decision to purchase biotech skin care products. 2. Life style factors, on the other hand, have great impact on influencing consumer decision to purchase biotech skin care products. 3. Social factors have partially influencing on consumer decision to purchase biotech skin care products. However, Personal education level and personal salary incomes are positive relations to consumer to purchasing biotech skin care products. Employment has significant affect on consumer decision to purchase biotech skin care products