醫美級玻尿酸原料面膜之消費者調查

中山醫學大學機構典藏 CSMUIR > 健康管理學院 > 博碩士論文 > Item 310902500/21294

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Title:	醫美級玻尿酸原料面膜之消費者調查 Consumers’ Survey of Hyaluronic Acid as a Skin Care Ingredient for Medical Facial Masks
Authors:	邵子豪 Shao, Tzu-Hao
Contributors:	中山醫學大學:健康管理學院國際健康產業經營管理碩士在職專班;何永全
Keywords:	玻尿酸;醫美;面膜;消費者行為 Hyaluronic Acid;Medical Beauty;Facial Mask;Consumer Behavior
Date:	2020-07-01
Issue Date:	2021-01-15T02:07:14Z (UTC)
Abstract:	本研究採用問卷調查對消費者使用面膜的習慣以及對醫美產品的認知偏好進行調查，作為運用玻尿酸於醫美級面膜護膚原料市場先期評估參考。研究中共回收414份有效之消費者問卷，研究結果指出，86.7%的消費者使用面膜的頻率落在一週0-2次，對於一般5片入盒裝面膜，可以接受的價格為201-300元台幣，但對於添加玻尿酸為主要原料的醫美等級面膜，預算區間則增加至301-500元。89.4%的消費者每月花費在面膜的購買總金額為1,000元台幣以下，消費者在購買面膜時最在乎的是面膜的功效，占比例38.6%，而消費者最重視的則是保濕的功效，並且五成以上的消費者會因為取得方便而選擇在藥妝店購買一般面膜。研究結果顯示，近六成的受測者尚未執行過非侵入性的醫美療程，80.9%的消費者平均3個月僅願意花費5,000元以下的新台幣在醫美療程，術後保養的調查中發現，44.2%的消費者認同敷面膜為醫美術後重點保養的方式之一，66.6%的消費者認同醫美療程術後使用面膜能夠幫助肌膚的術後恢復。同時，43.5%的消費者會因為相關研究數據佐證採用具有醫美功效認知醫美等級面膜。在消費者對於醫美原料玻尿酸的認知偏好調查結果顯示，39.1%的消費者偏好來自日本的玻尿酸原料，並且76.6%的消費者較偏好由微生物發酵而來的玻尿酸，53.9%的消費者期望玻尿酸醫美面膜能帶來保濕的功效，35.5%的消費者會選擇在醫美診所購買醫美等級之面膜，並且認為醫師或美容師等專業人士推薦能夠提升玻尿酸醫美面膜的信度，顯示「專家背書」對於此專業的醫美產品在推廣上有加值的作用。本研究結果顯示，不論性別，消費者對於使用玻尿酸作為醫美等級面膜是持有正向的認同態度，同時增加對產品的規格、功效說明能有效的增加消費者花費較高預算購買醫美等級面膜的意願。未來也期待能藉此問卷的分析結果提供國內面膜業者開創新型態消費市場的行銷模式依據。 In this study, a questionnaire survey was used to investigate consumers' habit of using facial masks and their cognitive preferences for medical beauty products. The result can be served as a reference for the preliminary evaluation of the use of hyaluronic acid in the market of medical cosmetics skin care raw materials. A total of 414 valid consumer questionnaires were collected. The results of the study indicated that 86.7% of respondents use facial masks for 1-2 times a week. For a typical 5-pack mask, the acceptable price is between 201-300 NTD. But for medical beauty masks with hyaluronic acid as the main raw material, the budget range is increased to NTD 301-500. In addition, 89.4% of respondents spend a total of NT $1,000 per month on the purchase of facial masks. Consumers care mostly about the efficacy of facial masks when they buy facial masks, accounting for 38.6%, and Consumers pay most attention to the effect of moisturizing. More than 50% of consumers will choose to buy a general mask in a pharmacy because of its convenience. Research results indicate that nearly 60% of the subjects have not yet taken any non-invasive medical and aesthetic treatment, and 80.9% of respondents are only willing to spend less than NT $5,000 in medical and aesthetic treatment in 3 months. The survey found that 44.2% of respondents agreed that mask application is one of the key maintenance methods after medical and aesthetic surgery. 66.6% of respondents agreed that the use of mask can help skin repair and postoperative recovery. Regarding the survey results of consumers' cognitive preference for hyaluronic acid, 39.1% of consumers prefer hyaluronic acid raw materials from Japan, and 76.6% of consumers prefer hyaluronic acid fermented by microorganisms. 53.9% of consumers expect hyaluronic acid medical beauty mask to bring for the moisturizing effect and 35.5% of consumers will choose to purchase medical level facial masks at medical clinics. Consumers tend to believe in the recommendations from professionals such as physician, beauticians and other experts for the reliability of hyaluronic acid in their medical facial masks. The results of this study show that both male and female consumers have a positive attitude towards the use of hyaluronic acid as a medical and aesthetic level product. Also, increasing product specifications and efficacy descriptions can enhance consumers' willingness to spend money on medical beauty masks which are higher in budgets. In the future, I hope that the analysis results of this questionnaire can provide the basis for the mask manufacturers in our country to develop a new type of consumer marketing model.
URI:	http://ir.csmu.edu.tw:8080/ir/handle/310902500/21294
Appears in Collections:	[健康管理學院] 博碩士論文

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