消费者毛孔认知及自我改善行为特征调研  

Research on pore cognition and self-improvement behavior characteristics of consumers

作　　者：武晓宇 叶迎 张佳琪[3] 刘琦 吴昱萱 王丽娜 赵华[3] 魏晓岚 WU Xiaoyu;YE Ying;ZHANG Jiaqi;LIU Qi;WU Yuxuan;WANG Lina;ZHAO Hua;WEI Xiaolan(Department of Business Administration,Business School,Beijing Technology and Business University,Beijing 100048,China;R&D Innovation Center of Proya Cosmetics Co.,Ltd.,Hangzhou,Zhejiang 310012,China;Department of Cosmetics,School of Light Industry Science and Engineering,Beijing Technology and Business University,Beijing 100048,China;Beijing EWISH Testing Technology Co.,Ltd.,Beijing 100142,China)

机构地区：[1]北京工商大学商学院工商管理系,北京100048 [2]珀莱雅化妆品股份有限公司研发创新中心,浙江杭州310012 [3]北京工商大学轻工科学与工程学院化妆品系,北京100048 [4]北京颐唯实检测技术有限公司,北京100142

出　　处：《日用化学品科学》2025年第2期39-45,共7页Detergent & Cosmetics

基　　金：北京市社会科学基金规划项目(项目批准号:23JJC023);2023年北京工商大学教育教学改革研究项目重点项目“提升学生实践创新能力的研究与实践”(项目批准号:jg235105)。

摘　　要：根据专业背景及肤质类型招募20~45岁受访者,通过线下焦点小组访谈法分别开展了9组毛孔焦点小组访谈。研究了基于受试人群基本信息、毛孔认知及毛孔改善3个方面的内容,包括自述皮肤问题、毛孔问题诱因认知、完美毛孔及问题毛孔认知、毛孔伴随后果认知、毛孔问题与年龄关系认知、毛孔问题自我改善方式、产品选择及使用习惯、毛孔护理产品关注点等,收集了杭州与北京两地样本共计71例。结果表明,无化妆品专业背景的受访者更易忽略不良护肤方式对毛孔的影响,且由于缺乏毛孔问题系统认知,毛孔护理产品选择缺乏针对性。不计专业背景,大多数受访者更追求毛孔护理短期效果,忽略日常及长期改善,且更看重毛孔护理产品功效,接受对皮肤产生的轻微刺激。Interviewees aged 20~45 years old were recruited according to professional background and skin type,and 9 groups of pore focus group interviews were conducted by offline focus group interview method.The basic information,pore cognition and pore improvement of interviewees were studied,including self-reported skin problems,causes of pore problems,cognition of perfect pore and problem pore,cognition of associated consequences of pore,cognition of the relationship between pore problems and age,self-improvement ways of pore problems,product selection and usage habits,focus of pore care products,etc.A total of 71 samples were collected from Hangzhou and Beijing.The results showed that interviewees without cosmetic professional background were more likely to ignore the impact of bad skin care methods on pores,and due to the lack of systematic awareness of pore problems,the selection of pore care products was not targeted.Regardless of professional background,most interviewees pursue the short-term effect of pore care,ignore daily and long-term improvement,pay more attention to the efficacy of pore care products,and accept minor irritation to the skin.

关 键 词：焦点小组访谈法 消费者毛孔认知 毛孔护理 毛孔改善 

分 类 号：TQ658[化学工程—精细化工]