The Impact of Cosmetic Image Congruence on Purchase Behavior

• Main Authors: Huang, Chiao-Ping, 黃巧萍
• Other Authors: Lou, Kuo-Ren
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/87404935306951645222

碩士 === 淡江大學 === 管理科學研究所 === 92 === The cosmetics industry has always been one of the most beautiful industries in the world. From the year 2003, the Industrial Development Bureau Ministry of Economic Affairs has included the skin care business as an important industry in “Challenge 2008 — National Development Plan”. It aims to promote the fashion of buying skin care products and improve the competitiveness of domestic manufacturers in the international market. Well goes the proverb, "Learning from others, may attack wrong also." The target sample group of this research includes five international brands in the skin care product market: SKII, Estee Lauder, SHISHEDO , Shu uemura, and LANCOME. This research utilized the secondary data collection method and statistical methods (e.g. Logistic Regression Analysis, One-Way ANOVA, Multi-Dimensional Scaling Analysis and etc…) to analyze the questionnaire feedback obtained from 453 people ranging from 15- year-old to 49-year-old female consumers in Taipei city. The finding results are as follows: (1) The congruence between consumers’ self-images and skin care products’ brand images has a positive significant influence on consumers’ purchase behavior. (2) The congruence between consumers’ self images and skin care products’ brand images, has a positive indirect effect through “attitude to brand names” on the “purchase behavior”. (3) Age can lead to a significant difference between consumers’ purchase behavior and their attitude to brand names. (4) The occupation is the main factor which contributes to the incongruence between consumers’ self-images and products’ brand images. Finally, the conclusion of this research has strategic implications for the five target brand companies as well as those domestic manufacturers that wish to develop branded cosmetics.