民國六十年，台灣市場上即出現男性保養產品，對當時觀念保守的台灣消費者而言是個創新的產品概念。然而經過近四十年的經營與推廣，據調查目前使用男性保養品的男性只佔總男性人口比例的兩到三成，顯見其商品推廣與成長的速度不算快。又根據調查，能接受男性跟女性一樣也需要保養的男性消費者比例超過八成，但實際上真正有進行保養的男性卻與其不成比例，產生一種認同的人多，實行的人卻很少的矛盾現象。這當中或許存在某些因素影響男性不敢購買、使用保養產品，妨礙了保養產品的創新擴散速度。因此本研究擬採創新抵制 ( Innovation Resistance )的觀點，並以結構方程模式（SEM）來探討男性在採用男性保養品的過程當中可能面臨了哪些因素的影響跟阻礙。 本研究結果顯示，男性消費者在採用男性保養品的過程當中存在著「使用障礙、價值障礙以及傳統障礙」等三個障礙因素所影響。建議相關業者在制定其行銷推廣策略時可朝消除此三個障礙因素為目標，降低男性使用保養品對其原先生活習慣產生的衝突，提高其對產品的認知價值，並漸漸改變其對使用保養品的傳統觀念，以提升男性對保養產品的正確觀念以及接受程度。 In 1971, male skin care products were first introduced in Taiwan. At that time,it is a whole new product or concept for the consumers and has been promoted for nearly 40 years. Nowadays, the proportion of the male skin care product users to the male people is only 20%~30% , but the proportion of the males who think the skin care products are acceptable for them is over 80%. Therefore, the sprading rate of the product is quite low, and it is weird that the proportion of the men accepting the products does not consist with the propotion of the men using them. There may be some factors or barriers in the process of the product adoption of the men. As a result, through the theory of “Innovation Resistance”, this reasrch focus on why male consumers do not adopt male skin care products, and what factors or barriers may the male confront in the process of the skin care products adoption. This research adopted an empirical approach with on-line questionnaires distributed to the male via the internet. SEM was used to confirm the relationship among the variables of this research. The result shows that, there are “usage barriers, value barriers and tradition barriers” affecting the adoption process of the male. The realted business industry is suggested that they can set a goal to eliminate these barriers when forming their marketing stragety. It will to improve male consumers’ acceptance of male skin care products.
