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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33508

    Title: 女性消費者購買保養品之動機研究
    Other Titles: A study on the motivation of purchasing skin care products by the female consumers
    Authors: 張文華;Chang, Wen-hau
    Contributors: 淡江大學企業管理學系碩士在職專班
    李月華;Lee, Yueh-hua
    Keywords: 保養品;購買動機;方法目的鏈;購買考量因素;購買行為;消費者行為;Skin Care Products;Purchase Motivation;Means-End Chains Analysis;Purchase Factors;Purchase Behavior;Consumer Behavior
    Date: 2008
    Issue Date: 2010-01-11 04:13:11 (UTC+8)
    Abstract: 隨著女性消費者對於保養品之需求日益增加,化妝保養品業者必須銷售得以滿足女性消費者需求的保養品,才能在競爭激烈之保養品市場中存活。本研究係探討女性消費者購買保養品之動機,並分析女性消費者購買保養品的考量因素與購買行為,作為化妝保養品業者擬定行銷策略之參考依據。
    Due to the increasing demand of skin care products by the female consumers, the toiletry retailers must compete with others to provide desirable products to satisfy the needs of female consumers. The objectives of this research are to study the motivation of purchasing skin care products by the female consumers and to analyze their purchase factors, purchase behavior accordingly. This research findings will also be the references for toiletry retailers to set up their marketing strategies.
    This research applies the “Means-End Chains Analysis” which is based on the one-to-one interview method to explore the motivation of each female respondent to purchase skin care products and the correlation with different market segments. Then subject motivation will be analyzed with purchase factors and purchase behavior. This research provided 150 questionnaires and 120 effective ones are obtained.
    This research indicates that subject motivation can be differentiated into four different groups, namely the “budgetary group”, “prudential and sentimental group”, “mental fulfillment group”, and “efficacy group”. Each motivation group has positive correlations with the purchase factors such as product information, country-of-origin, product quality and efficacy, price, advertisement, promotion, product packing and the purchase behavior such as what types of products to choose from.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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