消費者購買美容產品行為之研究

The Consumer's Behavioral Research of Consumers to Buy the Cosmetic

10.30001/JIES.201006.0005

蕭雅美；邱誌偉；蕭靜雅；陳美琇

消費者行為 ； 生活型態 ； 消費者購買決策過程 ； 美容產品行銷 ； Consumer Behavior ； Living Type Attitude ； Consumer's Purchase Decision to buy Cosmetics ； Marketing of cosmetics sale

美容科技學刊

7卷2期（2010 / 06 / 01）

85 - 108

繁體中文

隨著社會的進步，國人經濟能力的提升，以往被視為奢侈品的美容產品已普遍被社會大眾接受。隨著女性就業人口攀昇，在公眾場合或上班時化妝也被認為是國際上應有的禮儀，女性對於「美」也更加注重。因此美容產品等消費能力提升，使得美容產品市場成為重要的一環。國內有關美容產品之學術研究較少，多為美容產品公司自行進行研究，皆屬商業機密亦不對外公開。 本研究將畝生活形態變數及人口統計變數為投入變數，探討此兩大構面是否影響消費者購買動機、產品資訊來源、購買管道及產品屬性等消費者購買美容產品決策。希望藉此研究使美容產品產業業者知悉消費者需求，研發更適合消費者的產品及提供更完善的服務，並提供業者在進行產品行銷決策之制定。

The progress of the society to improvement of compatriot's economic ability was deemed cosmetics of the luxury product have been already general and was accepted by the people in the past time. As women’s employed population soars, it is considered to be the due etiquette in the world to make up when or go to work in the public occasion, women pay attention to beauty further too. So consuming capacity such as the cosmetics are improved, make the cosmetic product market become one important part. There is less domestic academic research about the cosmetics, it is the cosmetics companies that carry on research by oneself, all belong to the business secret and does not also disclose to the outside. This research will be regarded the shape parameter of life and demographic parameter as and put into the parameter, probe into two this heavy to construct surface influence consumer buy motive, product information source, buy channel and consumer, attribute of products, buy cosmetics make policy. Hope to make use of the person who enable the cosmetics industry of this research to know the consumer demand, research and develop product that suit consumers and offer the complete service, the offering industry person is going on the formulation that product are on sale throughout decision.

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