| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 96 === There is a huge potential exists in the skincare product markets on both sides of the Strait. Skincare product has become a rising star industry in the 21st century. However, previous literature has until now yielded very limited data regarding how and what factors are influencing consumer’s choice of marketing channel. Targeting this intriguing issue, this study aims to answer the following questions by conducting research on the purchasing habit of female consumers on both sides of the Strait: (1) What are the factors that influence female’s purchasing channel of skincare product on both sides? (2) How demographic statistics and lifestyle influence female’s purchasing of skincare products on both sides?
By adopting forced ranking method, weighted mean method, percentage comparison method and Spearman’s rank correlation test, the study has analyzed 449 valid questionnaires collected from both sides of the Strait. Among them, 275 are from Taiwan, with 300 returned questionnaires (86% return rate) from a total of 350. While the other 174 are from China, with 228 returned questionnaires (91% return rate) from a total of 250.
Findings drawn from expert interviews and surveys indicate the following:
A. Purchasing preferences of females on both sides of the Strait are, in order of percentage: Taiwan: (i) Brand counter at department store; (ii) Mass marketing channel; (iii) Medical care marketing channel. China: (i) Mass marketing channel; (ii) Brand counter at department store; (iii) Beauty & skincare product marketing channel.
B. Major factors having influence on the purchasing decision of consumers on both sides of the Strait include: (a) The first priority consideration is “after-use effect of the product sold at the mall”; (b) “Ingredients and quality of the product sold at the mall”; (c) There exists a discrepancy: for Taiwan, it is “whether the sale price is reasonable,” while for China, it is “the product sold at the mall has quality guarantee mark.”
C. Different demographic statistics variants and lifestyle tend to result in female’s choice of different marketing channel of skincare product.
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