| Summary: | 碩士 === 中國文化大學 === 國際企業管理研究所 === 93 === The Bearing of The Brand Equity 、 Learning Process and Consumer Behavior Purchase. ─An Empirical
Study of Cosmetic
Student: Ling-Cha Chen Advisor: Prof . Tai-Ning Yang
Chinese Culture University
ABSTRACT
This study takes the cosmetics industry as an example to investigate the casual rela-tionships among brand equity, learning process and consumer behavior purchase.
This study approves that there are positive relationships among brand equity, learning process and consumer purchase behavior. The brand equity can be apart to three fac-tors ：brand awareness ,brand loyalty ,and brand uniqueness. Moreover, the brand awareness area beards the highest cognizant degree. The learning process can be apart to three factors ：perceived quality , perceived value and perceived benefit. Moreover, the perceived benefit area beards the highest cognizant degree.
The customer-based brand equity will be influent by customers’ marriage situations and income per month. The learning process will be influent by customers’ ages and income per month. The consumer behavior purchase will be fluent only by customers’ ages. As a result, the brand equity has the highly positive relationship with the learning process; the learning process also has he highly right relationship with consumer behavior pur-chase.
Key words: Brand Equity, Learning Process, Consumer Purchase Behavior
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