現代女性驚人的消費力以及不斷升高的消費決定權，儼然成為各行各業行銷的主要目標，甚至成為新的權力與財富的代名詞。然而，目前以女性消費者為出發點的相關研究甚少，且環顧過去與女性消費者相關之研究，亦較少著墨於探討購買情境變化時，如何影響其消費行為。因此，本研究將採用E-K-B 模式為基礎，設計生活型態類型變數、產品擺設區位與相關情境變數、資訊來源偏好及涉入程度等變數，探討SPA會館女性消費者對溫泉保養品之購買行為。共蒐集104份問卷，並使用敍述性統計及多元尺度分析法(MDS)來分析，本研究發現：傳統上一般社會大眾對女性消費者，均認為當環境香氛與背景音樂的協調度具有一致喚起性時，可強化女性消費者評估環境氛圍進而引起衝動購物之既定印象，此現象在本研究中並未獲得強而有力的支持。此外，SPA館的基礎環境氛圍、情境因素、產品擺設區位的變化、甚至是現場銷售人員親切又積極的服務態度也未必會影響到受訪者之消費決策。而保養品之促銷活動，即使是附上贈品，亦無法刺激其進行衝動性購買。其消費決策係建立在專業人員的服務技術與專業解說，以及商品的機能性。此研究結果可說明，現代女性追求保養品相關資訊的求知慾日增，再加上網路資訊的發達，相較於保養品所推行的促銷活動，她們更加重視保養品品牌的知名度以及特殊成份與功能性。 This research study about the behavior of the female consumer at SPA for example. The study estimate the difference in consumer value for female consumers of different lifestyles based on E-K-B. To analyze the relationship between the source of information, the value of consumption and the willingness to purchase of female consumers to purchase hot spring products. The study use scenario analysis, and take the virtual situation variables and product position variables, explores the impact on the willingness of female consumers to purchase and analyzes the relationship between variables and purchase intention with Multi-Dimensional Scaling Analysis (MDS).
This study show that the consumer decision-making factors are mainly: professional service technology, professional explanation and product function. Factors such as environmental fragrance, background music coordination, SPA environment atmosphere, situational factors, changes in product placement, on-site sales staff service attitude, and maintenance products are not affecting respondents consumption decisions. The research results show that female consumers can grasp the relevant information of skin care products, and pay more attention to the brand awareness, special ingredients and functionality of skin care products.
