The Research on the Product’s Attribution and Purchasing Motivation for Girl’s Vocational High School

• Main Authors: PEI-JEN SHIE, 謝沛蓁
• Other Authors: Hsu Ta-Kuang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/55860925084191544702

碩士 === 輔仁大學 === 織品服裝學系 === 95 === ABSTRACT The Research on the Product’s Attribution and Purchasing Motivation for Girl’s Vocational High School （Total pages：139） AUTHOR：PEI-JEN SHIE SUPERVISOR：Dr Hsu Ta-Kuang DEGREE：MS Textiles and Clothing Fu Jen Catholic University Graduate Institute of Textiles and Clothing: Textiles & Fashion Business and Consumer Studies Section DATE OF GRADUATION：July 1, 2007 KEY WORDS：Cosmetics, Product’s Attribution, Purchasing Motivation, Consumer Behavior This research aims at exploring the differences in the product attribute and purchase motivation that contributes to the purchase of cosmetics for female students in either beauty-service department or non beauty-service department in high schools and/or vocational schools. Recently, the cosmetics market has been targeting younger generations and the age range of people that uses cosmetics has become larger and larger. In the past, the main cosmetics consumers were mainly grown females and office workers. However, due to the efficiency in fashion information dissemination and the change in values, the cosmetics market for the younger generation has a huge potential and the manufacturers will be targeting more in this generation that gradually becomes the main consumers. In this research, we tried to understand how this trend plays out with respect to the product attribute and purchase motivations through literature research. We also developed a questionnaire -- The survey of the product attribute and purchase motivation for cosmetics of female students in high schools and/or vocational schools – in order to conduct the research. We concluded our research through looking at statistics such as the mean, percentile, standard deviation, t-statistics, etc: 1. .Among female students in high school and vocational schools, there is no significant difference in students in either major. 2. In terms of symbolic product attributes of the cosmetics, students in beauty-service department behave differently than the other group. 3. In terms of social motivations of the cosmetics, students in beauty-service department behave differently than the other group. 4. There is no significant difference in the purchase behavior among students between the social motivation for purchasing cosmetics and for purchasing care products. 5. In terms of social motivations for purchasing the care products, students in beauty-service department are significantly more motivated than the other group. 6. In terms of social motivations for purchasing the cosmetics, students in beauty-service department are significantly more motivated than the other group. 7. In terms of psychological motivations for purchasing the cosmetics, there is a significant difference between these two groups. 8. In terms of psychological motivations for purchasing the care products, there is a significant difference between these two groups. 9. In terms of psychological motivations for purchasing the cosmetics, students in beauty-service department are significantly more motivated than the other group. 10. In terms of psychological motivations for purchasing the care product’s students in beauty-service department are significantly more motivated than the other group.