隨著民眾的生活水準提升與對自己外在觀感的逐漸重視，美妝保養品由過去的奢侈品轉變為現在大部分民眾生活中的必需品，加上近幾年來消費者環保意識的提升，對於環境永續議題逐漸重視，促使各個產業爭相發展綠色相關產品，綠色美妝保養品也在此趨勢下開始發展。據此，本研究將針對台灣消費者對綠色美妝保養品之相關消費者行為進行探究。 而本研究目的在於探討消費者對色美妝保養品之購買意願是否依循AIDA模式傳統路徑，及注意、興趣、慾望對於購買意願的直接影響力。 本研究以SPSS22.0版及LISREL8.7版作為分析工具。 經結構方程模式分析驗證本研究之研究假說，得出以下結論： 一、台灣消費者對於綠色美妝保養品的購買決策過程會依循AIDA模式之傳統路徑。 二、在台灣的綠色美妝保養品市場中，慾望是重要的中介角色，且注意及興趣對購買意願無直接顯著的影響力。 With the improvement of people''s living standards and the gradual attention of their visual perception, cosmetics become necessities from luxury goods for most people. Nowadays, with the improvement of consumer awareness of environmental protection and sustainability. Various industries have developed green products. And green cosmetics have been developed at the same time.Therefore, this study will investigate consumers’ behavior of green cosmetics in Taiwan market. The purpose of this study is to investigate consumers’ purchase intention toward green cosmetics whether would follow the traditional AIDA model or not and the influences of attention, interest and desire toward purchase intention. This study used SPSS22.0 and LISREL 8.7 as the data analysis software. There are two findings from the study: (1) Consumer''s purchase intention toward green cosmetics will follow the traditional AIDA model. (2) Consumers’ desire toward the green cosmetics market in Taiwan has mediation effect, while Attention and Interest have no direct influence on the purchase intention.
