美容视域下西安市327名中草药化妆品使用者消费行为调查分析<br />-《中国美容医学》

文章信息/Info

Title:: Investigation and Analysis on Consumption Behavior of 327 Chinese Herbal Cosmetics Users in Xi’an City from the Perspective of Beauty

Keywords:: Key words: Chinese herbal cosmetics; from the perspective of beauty; market research; self-factors; behavioural analysis

摘要:: [摘要]目的：探讨美容视域下中草药化妆品消费行为的自身因素。方法：以问卷调查法为主，深度访谈法与文献法为辅，对
西安市327名（男125名、女202名）中草药化妆品使用者的年龄、职业类型、收入、支出及受教育程度等自身因素进行调查
与分析。结果：本研究中草药化妆品消费群体：年龄18～30岁的男性71名（56.8%），31～45岁的女性101名（50.00%）；
职业类型：艺术型女性58名（28.71%），经管型男性34名（27.20%）和社交型男性33名（26.40%）；收入4 001～6 000元的
男性40名（32.00%），6 001～8 000元的女性51名（25.25%）；化妆品消费每月401～600元的男性71名（56.8%），女性46名
（22.77%）；受教育程度，本科学历男性62名（49.60%）、女性97名（48.02%）。结论：中草药化妆品消费者群体，年龄以
中青年为主，职业以艺术型女性、经管型和社交型男性多见，中等收入者颇多，每月支出以500元左右者较多，大多为本科
受教育程度。本调查对西安市中草药化妆品的未来发展方向提供参考。

Abstract:: Abstract: Objective To study the factors of consumption behavior of Chinese herbal cosmetics from the perspective of beauty.
Methods Based on questionnaire survey and supplemented by in-depth interview and literature survey, 327 (125 males and
202 females) users of Chinese herbal cosmetics in Xi ’an were investigated and analyzed for their age, occupation type, income,
expenditure and education level. Results In this study, 71 males (56.8%) aged 18-30 years old and 101 females (50.00%) aged
31-45 years old consumed Chinese herbal cosmetics. Occupational types: 58 artistic women (28.71%), 34 managed men (27.20%)
and 33 social men (26.40%). 40 males (32.00%) and 51 females (25.25%) with income of 4 001-6 000 yuan and 6 001-8 000
yuan respectively. 71 males (56.8%) and 46 females (22.77%) consume 401-600 yuan of cosmetics per month. There were
62 males (49.60%) and 97 females (48.02%) with bachelor degree. Conclusion Chinese herbal cosmetics consumer groups,
mainly young and middle-aged, professionally artistic women, managerial and social men are common, middle-income people
are quite many, monthly expenditure of about 500 yuan is more, mostly for the undergraduate education level; This survey
provides technical support for the future development of Chinese herbal cosmetics in Xi’an.