美白產品消費者價值驅動因素之探討——以台中市居民為例

An analysis on the driving factors of consumer value for whitening products- A Case Study of Residents' in Taichung

本研究採用量化分析，探討女性消費者購買美白產品的價值驅動因素。透過產品—價值的組合分析與Borda's function的篩選，精確的判定客戶價值的驅動因素；並根據各種不同的取捨過程，使用聯合分析來創造出一組偏好曲線，藉以瞭解不同的績效特質所創造的客戶價值。同時，為瞭解受測者填答的一致性，本研究使用TOPSIS加以驗證。研究結果顯示，美白產品的客戶價值驅動因素依序為品質、產品代言人、改善膚質、美白功效、價格、產品成份、清爽舒適、產品香味。同時，就本研究的四項美白產品而言，SKII有最高的客戶價值指標；相對的，露得清則有較低的客戶價值指標。本研究最後則針對各項產品客戶價值驅動因素的優劣加以分析並提出可行之建議。

This paper employs quantitative analysis to explore the value drivers of female consumers to buy whitening products. We adopted the product-value combination analysis and Borda’s function screening to accurately determine the customer value drivers. To understand the different performance characteristics created by customer value, this paper also employs conjoint analysis to create a set of preference curves according to a variety of customer trade-offs. These performance curves provide a comprehensive evaluation of the pros and cons of competitor’s products, and thus identify suggested marketing strategies for enterprises. This paper also uses TOPSIS to validate the consistency of the respondent’s answers. The research results show that customer value drivers for whitening products are (1) quality; (2) spokesperson; (3) improving skin texture; (4) whitening effect; (5) price; (6) ingredients; (7) comfortability; and (8) fragrance. The highest customer value index was for SKII among the four whitening products examined in this study. Alternatively, the lowest customer value index was for Neutrogena. There are still items that need to improve for these four whitening products as they were rated far from the ideal customer value. This paper finally analyzes the advantages and disadvantages of each customer value driver and proposes feasible suggestions.