The Effect of Make-Up's Brand Image and Brand Awareness on Female Consumers' Purchasing Decision- Testify by Perceived Risk as Mediate
碩士 === 國立成功大學 === 企業管理學系專班 === 96 === Nowadays，a lot of enterprises have realized that the most valuable assets of the company are the intangible assets，and brand has became the most worthy intangible assets of a company．There are two reasons why enterprises pay so much attention to the management o...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/88463855726503021364 |
| Summary: | 碩士 === 國立成功大學 === 企業管理學系專班 === 96 === Nowadays，a lot of enterprises have realized that the most valuable assets of the company are the intangible assets，and brand has became the most worthy intangible assets of a company．There are two reasons why enterprises pay so much attention to the management of the brand．First，to help consumers to distinguish the products；second，to highlight the differentiate values of the product in order to increase customer loyalty，establish differentiation and the company’s leading position in the market．Therefore，the real brand is not only let everybody knows about its name，but also can be a connected with customers’ cognition and consumption experience，and can occupy a tiny space in consumer’s soul at the same time．
Accordingly，the present study investigates the effects of two important brand concepts，which are brand image and brand awareness，on female consumers’ make-up purchasing decision in Taiwan．Moreover，this study also use perceived risk that female consumers experienced from make-up buying process as an intermediary variable，and examines the effect of perceived risk on purchasing decision．The Structure Equation Model is used to test the hypotheses in this study．
The population of this research consists of female make-up users from age 18 to 55．Though random sampling，600 questionnaires were mailed to female consumers located in Northern、Central and Southern Taiwan．Of the 600 questionnaires mailed，583 responses were received，27 unusable responses were dropped from the analysis；hence，the final usable responses were 566．
The results of the study were as follows：
1. Brand awareness has significant and positive effects on brand image；
2. Brand awareness has significant but negative effects on perceived risk；
3.Brand awareness has significant and positive effects on the purchasing decision；
4. Brand image has significant but negative effects on perceived risk；
5. Brand image has significant and positive effects on purchasing decision；
6. Perceived risk has significant but negative effects on purchasing decision。
Finally，we suggest that make-up firms should strengthen its products’brand awareness so that consumers could distinguish the brands from numerous homogeneous products．In addition，make-up firms should also insist on products quality，enhance the training of the sales and have a clear brand positioning in order to establish a good brand image．For perceived risk，firms should disclose safety information about the products in order to let consumers feel at ease，and have more confidence on this brand．
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