| Summary: | 碩士 === 淡江大學 === 亞洲研究所碩士在職專班 === 98 === The purpose of this study is to investigate the “consumer behavior” of Tokyo Japan men’s skin care. Based on the methodology of questionnaire, by adopting “population statistics data” as a variable, to probe into various groups of age; marriage status; education; occupation and income, in decision making for purchasing personal care product and detecting after used the variation of satisfaction and loyalty. In addition, further examination in affection of “purchase decision making” toward the level of satisfaction and loyalty and the cause and effect relationship between “Satisfaction” and “Loyalty”.
The outcome released that different male population statistics variables in terms of skin care decision making, satisfaction and loyalty in the total-weight measurement and sub-weight measurement have 55 variables to be tested, in which 34 variables clearly shows (p<0.05) deviation level, other 21 variables indicate that not meet the standard. By adopting Structural Equation Modeling (SEM) discovers that the research data of male personal care purchase decision making affection in “Satisfaction” can not match with theoretical model, therefore can not explain the results, nevertheless, the finding indicates the purchasing decision of interviewees have clear positive affection toward the loyalty (p>0.05), based upon the weight of affection in mutual correspondence, Family/Friend factor in sub-measurement scale has large impact on purchase decision making other than loyalty. In terms of Loyalty in sub-measurement reveals that “Trust Factor” has better influence than “Brand Factor”. In addition, according to SEM also discovered that the”Satisfaction” and “Loyalty” have clear (p>0.05) positive relationship, however, Loyalty customer has greater impact on their satisfaction than satisfaction customer impacts on their loyalty.
The conclusion of this study recommends that disregard of marketing activities in Japan locally or international globally, which should focus on diversity of Tokyo population variables and the differences of” Identification Attitude” in personal care purchase decision making, satisfaction and loyalty, also carefully utilize the affection power of purchase decision making in loyalty and the relation between satisfaction and loyalty in order to tailor a better skin care product design, marketing plan and establishing target market, etc.
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