新產品開發中的消費者體驗探究：結合經驗取樣法與檢測儀器的實證研究

Abstract

在全球化粧品市場競爭激烈下，企業面臨開發創新產品挑戰是如何滿足消費者需求並提升其體驗進而增加銷售。近年來，隨著消費者對健康與環保意識的提升，天然產品市場的需求持續增長，這反映了全球對健康與可持續發展的關注，也促使企業投入更多資源研發符合市場需求的產品。許多企業在開發天然產品時，會以滿意度問卷調查、訪談與焦點團體，來提供具有價值的見解，而較少關注消費者的即時體驗與實際使用情境，導致研究結果與消費者的需求之間出現落差。目前消費者購買時亦著重於對產品功效，所以在功效性驗證部分常需要花費大量的經費及時間進行人體功效性驗證實驗。在此背景下，如何有效收集、分析並應用消費者體驗數據，成為產品開發過程中的關鍵挑戰，故找到取代功效性驗證實驗降低新產品開發成本是本研究的主要研究契機。本研究透過同時以經驗取樣法及儀器檢測，探討天然頭皮養護產品對消費者體驗的影響。研究對象為30位，受試者在三個月的使用期間，定期填寫問卷並接受頭皮檢測。研究主要發現包含下列三點：一、經驗取樣法問卷與儀器檢測的結果相呼應：研究結果顯示，受試者在使用產品後心情愉悅，焦慮感降低，與頭皮健康狀況的改善有關毛燥感減少，掉髮數量降低、黑髮開始增加。從儀器檢測結果顯示頭皮屑減少至最低值1，頭皮油脂分泌調節平衡，受試者的頭髮密度（髮量）與直徑（髮徑）皆提升均可能提升心理舒適感。二、消費者體驗影響消費者的行為：消費者普遍遵循正確的使用方法，顯示高度依賴與信任產品，規律使用方式有助於產品發揮最佳效果，結果顯示產品改善了頭皮健康，減少頭皮不適感，進而改變消費者行為，提升心理滿意度。三、專家團隊提升消費者滿意度及口碑行銷：研究過程中，專家提供詳細的使用指導與建議，例如影片示範、圖片解說，以及透過LINE群組與受試者互動，幫助其掌握正確使用方式，提高產品使用效果，受試者感受到被重視，進而提升滿意度。此外，受試者之間的交流產生口碑效應，使評價趨於正向，這對產品的市場推廣具有積極影響。總結本研究結果，透過經驗取樣法與儀器檢測的數據分析及觀察天然頭皮養護產品能有效改善頭皮健康與頭髮狀況，在實驗設計中觀察消費者，研究結果並結合行動研究、社會助長理論、人際互動的關係，進而全面評估了天然頭皮養護產品的消費者體驗，消費者體驗天然頭皮養護產品在心理和生理層面均對受試者產生了積極影響，並驗證了經驗取樣法與儀器檢測結果之間的相關性。本研究的主要創新發現是在經驗取樣法與儀器檢測結果呈現高度一致性，顯示經驗取樣法具備良好的可信度與實用性，未來可以取代在化粧品產品開發中所需要進行人體試驗的產品檢測方法的評估，透過心理影響提升消費者的整體體驗，這對於消費者行為研究與產品行銷策略提供了新的視角，並顯示專業指導與消費者互動能有效提升產品滿意度與市場接受度。In the highly competitive global cosmetics market, companies face the challenge of developing innovative products that not only meet consumer needs but also enhance user experience to drive sales. In recent years, growing consumer awareness of health and environmental issues has led to an increasing demand for natural products. This trend reflects a global emphasis on health and sustainability, prompting firms to invest more resources in developing products aligned with these market needs. Many companies employ traditional methods such as satisfaction surveys, interviews, and focus groups to gather insights during the development of natural products. However, these methods often overlook consumers’ real-time experiences and actual usage contexts, resulting in a disconnect between research findings and consumer expectations. Furthermore, as efficacy has become a key concern in purchasing decisions, companies need to spend a lot of money and time in conducting human efficacy trials to validate product claims. Against this backdrop, the effective collection, analysis, and application of consumer experience data has become a critical challenge in the new product development process. Accordingly, this study aims to explore alternative approaches to traditional efficacy testing, with the goal of reducing the cost of new product development.This research applies the Experience Sampling Method alongside instrumental evaluations to investigate the impact of a natural scalp care product on consumer experience. Thirty participants were recruited for the study, which involved regular questionnaire completion and scalp condition testing over a three-month usage period. The study’s main findings include the following three points : 1. convergence between Experience Sampling Method and Instrumental Data：Results from the Experience Sampling Method questionnaires echoed those from instrumental assessments. Participants reported improved mood and reduced anxiety after product use, which correlated with improved scalp health, such as reduced frizziness, less hair shedding, and initial regrowth of black hair. Instrumental results corroborated these self-reports, with dandruff scores reaching a minimum of 1, balanced sebum secretion, and noticeable increases in both hair density and thickness, potentially contributing to enhanced psychological comfort. 2.consumer experience influences behavioral change：Participants consistently followed the recommended usage instructions, indicating a high level of trust and reliance on the product. Routine use helped optimize the product’s efficacy, ultimately alleviating scalp discomfort and improving scalp health. These physiological improvements contributed to changes in consumer behavior and elevated psychological satisfaction. 3.expert support enhances satisfaction and word-of-mouth marketing：During the study, expert teams provided detailed usage guidance through video demonstrations, visual aids, and real-time interaction via LINE groups. These interventions helped participants master proper usage techniques and enhance product effectiveness. The personalized support made participants feel valued, which in turn increased satisfaction. Furthermore, interaction among participants fostered a word-of-mouth effect, generating positive reviews and enhancing the product’s marketability.To summarize of this study, through data analysis and observations using experience sampling methods and instrumental testing, it was found that natural scalp care products can effectively improve scalp health and hair condition. The experimental design involved observing consumers, and the research results combined action research, social facilitation theory, and interpersonal interaction relationships, providing a comprehensive assessment of the consumer experience with natural scalp care products. The experience of consumers using natural scalp care products had a positive impact on both psychological and physiological levels for the participants, and the correlation between experience sampling methods and instrumental testing results was validated. The main innovative finding of this study is the high consistency between the experience sampling method and the results of instrumental testing, indicating that the experience sampling method has good reliability and practicality. In the future, it could replace the evaluation of product testing methods that require human trials in cosmetic product development. By enhancing consumers' overall experience through psychological influence, this provides a new perspective for consumer behavior research and product marketing strategies, and shows that professional guidance and consumer interaction can effectively enhance product satisfaction and market acceptance.