| Summary: | 碩士 === 中國文化大學 === 生活應用科學系 === 100 === This paper aims to study and explore consumption behavior of the facial oil-control cosmetics in Taiwan for high school students. The research was conducted by taking high school students in Taipei area as the main study samples or research targets, and following topics were highlighted in the survey in an attempt to address the purpose of this research paper: consumer background, consumer’s habit and diet behavior, consumer usage motivation, purchase location, and consumer behavior towards the chosen product.
In order to gather better information and knowledge of consumer behaviors, eight schools from both public and private sectors were chosen to fill in a set of survey questionnaires. The survey successfully collected 2,088 answers from the sample set, however, after the filtering process there were only 1,487 sample answers can be used as effective measurements of the study. This implies the survey yields to return-ratio of 74.05%. The data extracted from 1,487 effective sample answers were then calculated by deploying statistical methods such as reliability and validity test, one-way ANOVA, t-Test, Pearson correlation coefficient and regression analysis to examine various study hypotheses. The results from the statistical analysis lead to the following important findings:
1. Differences in type of schooling (private and public high school), student’s grade, monthly spending, and degree/level of oil produced significantly affect the consumer’s habit and diet behavior
2. Differences in type of schooling (normal and vocational high school), student gender, monthly spending, skin type/condition, complexity in oil production, degree/level of oil produced significantly affect the consumer usage motivation
3. Differences in type of schooling (private and public high school, and normal and vocational high school), student gender, education level of household leader, monthly spending, skin type/condition, complexity in oil production, degree/level of oil produced significantly affect the purchase location
4. Differences in type of schooling (normal and vocational high school), student gender, monthly spending, skin type/condition, complexity in oil production, degree/level of oil produced significantly affect the consumer’s behavior towards the chosen product
5. Degree/level of oil produced, consumer’s habit and diet behavior are also significantly correlated. This implies is living the work and rest to maintain normal, reduce food intake, especially for oily foods, fizzy and caffeinated drinks, and to improve skin effectiveness in oil secretion.
6. The consumer usage motivation, purchase location, and consumer behavior are also significantly correlated. A concept of keeping a youthful skin coupled with diversification of skin-care products information and increase convenience of store locations have resulted in the market and consumption of skin-care products to grow rapidly. Availability of cosmetics stores offer more shopping freedom to consumers and give better selections of skin-care products than department stores, which also in turn deliver great advantages to consumers as well as greatly influence consumer behavior.
7. The consumer usage motivation can effectively forecast the strength of social factors’ level/degree of satisfaction both physiologically and psychologically. Improvement in skin conditions, in particular the level/degree of oil produced by the skin, can increase self-confidence and thereby affecting the interpersonal relationship.
8. Based on the result findings of this research, the study has revealed the reasons of skin’s oil production of senior high school students, and the consumer behavior towards facial oil-control cosmetics. The study also provides references to young people, parents, schools, cosmetologists, entrepreneurs, and other related business units to better understand skin problems faced by young people or teenagers.
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