摘 要

為了瞭解消費者對於像女性衛生必需用品（衛生棉）之低價消費性產品的真正需求，本研究以台南市10歲至50歲之女性為研究對象，經由分層隨機抽樣，回收具代表性之有效樣本387份，透過卡方檢定其樣本代表性後，以敘述性統計分析、因素分析、集群分析、平均數檢定及線性結構關係模式等統計方法，從消費者購買行為著手，進而建立滿意度模式。歸納結論如下：
（一）消費者的品牌訊息主要來自電視廣告與賣場貨架；主要是從量販店、福利中心與連鎖超市購買此產品；且消費者會因為價格、促銷折扣與試試看而選購；但也會因價格、促銷折扣與新產品而更換品牌；消費者最重視的品質特性是貼身舒適、乾爽不回滲、不扭曲變形與透氣的感覺。
（二）構成品牌形象的要素均會影響消費者之購買行為；而品質特性是其最主要的要素。
（三）使用參考價格作為廣告策略、高品牌形象者再使用參考價格為廣告策略、高品質特性產品且建立品牌形象者使用參考價格為廣告策略等三者，對於消費者購買行為均有正面的影響。
（四）依消費者購買動機之品牌形象考量可將市場進行區隔，得到四個各具特色的消費族群：
1.隨意不拘族 2.品牌導向族 3.普徧重視族 4.講求實用族
（五）研究建立並驗證屬於衛生棉使用者的滿意度模式，其結果如下：
1.使用後的感覺 = F(使用前的期待)
2.差異程度 = F(使用後的感覺；使用前的期待)
3.滿意程度 = F(使用前的期待；使用後的感覺；差異程度)
4.忠誠度 = F(滿意程度)

Abstract
The dissertation is intended to realize the real demands for staple convenience goods such as Sanitary Napkins among female citizens between the ages of 10~50 in Tainan city, 387 subjects in each administrative zone of Tainan city were randomly chosen by means of the stratified random sampling procedure. The sampling was checked for representative by the  test. We’ve projected a consumer purchasing behavior model and established a customer satisfaction model from different statistical analyses, such as Descriptive statistics; Factor analysis; Cluster analysis; and LISREL.
The conclusion drawn from the model as follows:
(1) Consumers mainly get their brand information from television and point of purchase. They mainly purchase Napkins at enormous wholesale stores and co-op centers and supermarket chains. The crucial reason for purchasing napkins is because of price, discounts and trial. But they also change brand because of price, discount and new products. What consumers value the most in comfort: feeling comfortable, no wet back, distortion free and the breathable touched.
(2) Among all of main elements of brand image that will influence the consumer’s purchasing behavior, the key element lays on quality.
(3) Advertising strategies with reference price; High brand image products’ advertising strategies with reference price; High quality and brand image products’ advertising strategies with reference price will influence consumer purchasing behavior.
(4) Four clusters of motivation-related brand image were divided regarding consumer purchasing intention, 1.As pleasure group; 2.Brand guiding group; 3.prevalent thinking group; and 4.stress practical group.
(5) We established and certified a customer satisfaction model, the results are:
1. Perception after using = f (expectation before using)
2. Difference degree = f (perception after using; expectation before using)
3. Satisfaction degree = f (expect before using; perceive after using; difference degree)
4. Loyalty = f (satisfaction degree)

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