過去已有不少文獻探討「消費者對於臉部化妝保養品之產品屬性偏好」，比較少研究針對身體化妝保養品，特別是身體防曬乳產品，故本研究欲探討身體防曬乳產品之消費者屬性偏好。此外，近年來臺灣防曬乳市場穩定成長，自民國98年起，以平均年成長率3.7%不斷向上攀升，於民國103年，市值已達到新台幣13億2400萬。其中開架式防曬乳更是占整體防曬乳市場的44.9%。故本研究期望以台灣民眾為例，以聯合分析法找出消費者心中對於「開架式身體防曬乳」的最佳產品組合。
本研究以產品屬性理論為基礎，依照「外顯屬性」與「內隱屬性」分類法，將「開架式身體防曬乳」的產品屬性歸納為10種，經由前測問卷篩選後，將「價格」、「SPF」((Sun Protection Factor))、「PA」(Protection Grade of UVA)，與「使用後肌膚感受」作為最終納入正式問卷的屬性。於正式問卷中，本研究透過聯合分析法設計9種產品組合，找出消費者最偏好的產品屬性，依序為「價格」、「SPF」、「PA」，與「使用後肌膚感受」。此外，透過市場區隔理論分別對不同群體進行統計分析，並且探討其最偏好的產品屬性。雖然，全體受試者最偏好的屬性為「價格」，但在不同消費群體的眼中，價格並非最受偏好之屬性。因此，「開架式身體防曬乳」製造商可以依據目標市場，制定出不同的行銷組合策略，如此一來行銷活動會比較有效率。

Many previous researches have shown what kind of facial cosmetics product attributes the consumers prefer most. However, there is little research about body cosmetics, especially body sunscreen. Besides, the sunscreen market is gradually growing, from 2009 to 2014 the average annual growth rate is 3.7% and the total market value has reached more than a billion NTD. Furthermore, the statistics showed the open-shelf sunscreen accounted for 44.9% in the whole sunscreen market. So based on the mentioned reasons, this study is trying to find the open-shelf body sunscreen’s optimal combination of product attributes by using conjoint analysis.

This research uses the extrinsic and intrinsic attributes to classify the product attributes of open-shelf body sunscreen. After the pre-test questionnaire, the final questionnaire is consisted of 4 product attributes, “price, SPF, PA, and skin feelings”. Through the conjoint analysis, consumers prefer “price” most, and then “SPF”, “PA”, and “skin feelings”. Besides, through market segmentation, different target customers have different preferences. In this way, the manufacturers of body sunscreen should make different marketing mix strategy for different customers.

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