臺灣博碩士論文加值系統

近年來男性美容行業需求的快速增長反映出男性對美容產品的看法產生了轉變。這一研究不僅提供了影響男性決策過程的重要因素，而且還比較了台灣和泰國男性對男性美容產品的態度。本研究通過對323名泰國男性顧客和324名台灣男性顧客進行調查分析，所有假設均使用LISREL8.8與協方差矩陣進行檢驗。結果表明，影響泰國男性男性美容產品消費的主要因素是型男和促銷，在台灣男性中，外表吸引力、型男、廣告促銷等因素扮演著重要角色。

The rapid growth of demand in male grooming industry in this recent years can reflect that the perception of men towards beauty product have been shifted. This research is not only providing the significant factors that have influence on men when coming to the decision-making process but also comparing their attitude towards male grooming product between Taiwanese and Thai male. This research is conducted by survey distribution to 323 Thai and 324 Taiwanese male customers and all of the hypotheses are examined by using LISREL8.8 with covariance Matrix. The result indicated that the main factors that had an influenced on male grooming products consumption among Thai male were metrosexual and Sales Promotion while physical Attractiveness, Metrosexual, Advertisement and Sales Promotion played the big role among Taiwanese male.

Chinese Abstract..........................................................................................................................i
English Abstract ....................................................................................................................... ii
Acknowledgements.................................................................................................................. iii
Table of contents.......................................................................................................................iv
List of Tables ............................................................................................................................vi
List of Figures ......................................................................................................................... vii
Chapter 1 Introduction ...............................................................................................................1
1.1 Research Background ......................................................................................................1
1.1.1 Male Beauty industry in Asia ...................................................................................2
1.1.2 Arising of Male Beauty Industry in Thailand...........................................................3
1.1.3 Men’s care in Taiwan................................................................................................4
1.2 Research Purpose and objective.......................................................................................4
1.3 Research structure............................................................................................................5
Chapter 2 Literature Review ......................................................................................................7
2.1 Psychological influences..................................................................................................7
2.1.1 Physical Attractiveness .............................................................................................7
2.1.2 Self-Image.................................................................................................................7
2.2 Social Influences..............................................................................................................9
2.2.1 Masculinity ...............................................................................................................9
2.2.2 Media ........................................................................................................................9
2.3 Specific situation influencers.........................................................................................11
2.3.1 Economic Factor and Sales Promotion ...................................................................11
Chapter 3 Research Methodology............................................................................................13
3.1 Questionnaire .................................................................................................................13
3.1.1 Exploratory Factor Analysis ...................................................................................15
3.1.2 Selecting research participants................................................................................16
3.2 Data analysis ............................................................................................................17
3.2.1 Confirmatory Factor Analysis.................................................................................18
3.2.2 Descriptive Statistics...............................................................................................19
Chapter 4 Results .....................................................................................................................20
4.1 Demographic Data .........................................................................................................20
4.2 Factor Analysis ..............................................................................................................21
4.3 Covariance Analysis ......................................................................................................22
4.4 Goodness of fit testing ...................................................................................................23
4.5 Analyses of Estimates and T-Value...............................................................................25
4.5.1 Tests of Significance...............................................................................................25
4.5.2 Invariance Measurement.........................................................................................26
4.6 Hypothesis Testing.........................................................................................................28
4.6 Total result .................................................................................................................28
4.6.1.1 Psychological influences..................................................................................28
4.6.1.2 Social Influences..............................................................................................30
4.6.1.3 Specific situation influencers...........................................................................33
Chapter 5: Conclusion and Discussion ....................................................................................36
5.1 Discussion......................................................................................................................36
5.1.1 Main factors that influences on Male Grooming products consumption consideration ....................................................................................................................36
5.1.1.1 Physical Attractiveness:...................................................................................36
5.1.1.2 Self-Image:.......................................................................................................37
5.1.1.3 Masculinity: .....................................................................................................38
5.1.1.4 Metrosexual: ....................................................................................................38
5.1.1.5 Advertisement:.................................................................................................39
5.1.1.6 Sales and Promotion: .......................................................................................39
5.2 Limitation and future research suggestion.....................................................................40
References................................................................................................................................42
Appendix I- English Questionnaire .........................................................................................47
Appendix II- Thai Questionnaire .............................................................................................53
Appendix III- Chinese Questionnaire ......................................................................................60
Appendix IV- Submitted Paper................................................................................................66
Extended Abstract....................................................................................................................97

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