拥抱新爱情:为什么客户忠于植物提取物为基础的护肤化品
I-Hsuan Wu1,2, Chaoyun Liang1
1Department of Bio-Industry Communication and Development, National Taiwan University, Taipei, Taiwan.
Journal of cosmetic dermatology
|January 4, 2025
概括
消费者对植物性护肤品的忠诚度是由感知价值和参与驱动的. 情感和功能价值显著影响回购意图和愿意为这些天然产品支付的意愿.
科学领域:
- 消费者行为 消费者行为
- 化品科学 化品科学
- 营销研究 营销研究 研究
背景情况:
- 消费者对健康和环境可持续性的日益增长的兴趣推动了基于植物提取物的护肤需求.
- 在植物性护肤市场中,关于客户忠诚度的研究有限,这凸显了需要进一步调查的需要.
研究的目的:
- 调查消费者对台湾植物提取物为基础的护肤品的忠诚度.
- 确定消费者先前体验,参与,感知价值和忠诚度之间的关系.
- 研究人口统计学特征对消费者忠诚度的影响.
主要方法:
- 一项在线调查收集了920个有效的响应,用于统计分析.
- 因素分析确定了参与 (产品,信息,情境),感知价值 (功能,情感,社会) 和忠诚 (回购意图,愿意接受信息,愿意付款) 的构造.
主要成果:
- 感知价值显著影响了对植物提取物基础护肤的忠诚度.
- 情感价值对回购意图的影响最大,其次是功能价值,产品参与度和社会价值.
- 功能价值最强烈地影响了接受信息的意愿和支付意愿,其次是产品参与,情境参与和情感价值.
结论:
- 更高的教育水平与更低的回购意图和愿意接受植物性护肤信息相关.
- 与女性相比,男性更愿意为这些产品支付高价.
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