| Summary: | 碩士 === 長榮大學 === 企業管理學系碩士班 === 93 === As Internet technology flourishes, a new decade begins for online transaction. The population of Internet shopper grows fast in past few years, they purchase the goods over Internet, including the fast growing cosmetic and the situation causes cosmetic industry to stress their transaction on website. How to attract consumer’s shopping wish has been a crucial issue for companies doing business online. In this study, a web questionnaire is developed from product attributes and service quality and used self-explicated conjoint to evaluate the consumer preferences for online cosmetic consumers. Consumers are also segmented via cluster analysis.
In this study, we are college 982 samples, and the results show that online consumers are segmented 7 clusters, the economy buyers as the largest. On the other hand, the results find no matter is the whole persons or different area consumers or segmented consumers, all of them pay attention to price, function, channel, tangibles and responsiveness. On aggregate level, the relative important of attribute are: price is 29.27%, function is 20.73%, empathy, reliability, packing and assurance are lower than 5%. In average score, in product aspect, function has highest score 3.59, in service quality aspect, assurance gets highest score 3.76, second higher is reliability 3.75. Assurance and reliability obtain highest score, however, the relative important of attribute which estimates by part-worth utility are low. Therefore, we suggest the web managers improve assurance and reliability of web-store, like offer essence service as retailers, and clarifies the consumer transaction security, to promote consumer satisfactions and consumer’s revisit then increase the companies’ manager performance. In addition, through the empirical finding, we also develop the equation of max utility model that can use to forecast consumer preferences, help web managers hold the correct direction and develop the advantageous marketing strategy.
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