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題名 | 化妝品市場購買意願之客戶滿意度調查研究--以基隆地區為例=The Survey of Purchasing Willing of Cosmetics Market Customer Satisfaction--A Case Study of Keelung |
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作 者 | 黃智輝; 林佩琪; 陳意茹; | 書刊名 | 崇右學報 |
卷期 | 17:2 2011.11[民100.11] |
頁次 | 頁43-67 |
分類號 | 496.34 |
關鍵詞 | 再購意願; 消費者行為; 消費自信心; Repurchase intention; Consumer behavior; Consumer confidence; |
語文 | 中文(Chinese) |
中文摘要 | 隨著經濟的發展,近年來,越來越多的化妝品品牌,以開架方式經營。本研究運用 SPSS統計分析和因子分析和迴歸分析方法探討,女性化妝品消費者,再購意願,消費者行為。發現不同年齡,學歷,化妝品,消費者的選擇,年齡介於 18至 24歲,女性組群顯示會使用較高比例妝品的平均消費化趨向,探究其原因為化妝品消費時尚影響需求,且年齡越大越會嘗試新的產品,本研究發現每月平均收入在 10,000-15,000元之組群,最具購買化妝品之能力,另從整體購買化妝品以 18-24歲之女性組群居多,其每月平均購買化妝品金額 (500到 1,000元) 及以下者佔達七成,顯示年輕女性能居較高之化妝品消費市場且個人偏好及創新性產品對化妝品市場具有重要影響。 |
英文摘要 | In recent years, following the economic development, more and more cosmetic sproducts brand adoped open-self way, which has been long time regarded as an integral part of daily necessities cosmetics industry has activity explored the market with younger consumers. This research use of SPSS statistical model and factor analysis and regression to investigate female cosmetic consumers their repurchase intention, and consumer behavior. From the empirical study we found that different age, education, cosmetics. The consumer choice between the ages of 18 to 24 years old, female group showed a higher proportion will use the average consumption of cosmetics trends, also explored that cosmetics fashion impact the consumer demand,and the greater the age the will try to use new products, the study also found that average monthly income between NT10,000~NT15,000 in this group, the bigger ability to buy cosmetics products, the monthly average purchase cosmetics products amount or blow NT500 to NT1,000 accounted for up to 70 percent. This study show that younger female the higher ranks the products, also the personal preferences and innovative products of the consumer cosmetics market is an important influence factors. |
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