大学生购买国产夜用卫生巾的影响因素——以舒莱为例

Influencing Factors on College Students’ Purchase of Domestic Night Sanitary Napkins—Taking Shecare as an Example

摘要: 作为现今女性日常生活中不可缺少的必需品之一，卫生巾存在着巨大的消费市场。本文以河南省本土产品舒莱夜用卫生巾为例，借助影响因素模型来进行分析及讨论，研究女大学生购买国产夜用卫生巾的影响因素及应对措施。通过价格优势、同辈影响、品牌效应、感知易用性与安全性五种假设进行验证，在线上线下共收集200份有效问卷，并进行了实证研究。研究表明价格优势、同辈影响、品牌效应、感知易用性都对购买意图有显著影响，研究成果不仅对单一品牌的市场营销有指导作用，而且对厂家的设计和制造有着借鉴意义，特别是对激烈的本土卫生巾竞争市场给予了有针对性的建议。

Abstract: As one of the indispensable necessities in women’s daily life nowadays, there exists a huge consumer market for sanitary napkins. This paper takes the local product Shecare night sanitary napkin in Henan Province as an example, and analyses and discusses with the help of the influence factor model to study the influencing factors and countermeasures of female college students’ purchase of domestic night sanitary napkin. Five hypotheses, namely, price advantage, peer influence, brand effect, perceived ease of use and safety, were verified, and a total of 200 valid questionnaires were collected online and offline, and empirical research was conducted. The study shows that price advantage, peer influence, brand effect, and perceived ease of use all have a significant impact on purchase intention, and the research results not only have a guiding effect on the marketing of a single brand, but also have a significance for the design and manufacturing of manufacturers, especially for the fierce local sanitary napkin competition market to give targeted advice.