A Study on Factors that Influence Female Consumer’s Loyalty to Counter Cosmetics-Testify by Relationship Quality as Mediator

• Main Authors: Ya-Hui Tsao, 曹雅惠
• Other Authors: Shuang-Shii Chuang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/09172749116629830589

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 97 === Cosmetic industry is not just a beauty-related but also low-pollution, high-added-value, and image and brand emphasis industry. Due to the gradual increase of the national income of Taiwanese people in recent years, people buying cosmetics for pursuing beauty is no longer a luxurious behavior, it becomes an important activity in people’s life. According to the investigation, the counter distribution is consumer’s first choice when they buy cosmetics. Therefore, the study aimed at counter distribution to discuss the relationship among the dimensions of brand equity, the methods of relationship connection, perceived value, relationship quality and customer loyalty. Due to the limitation of time and cost, the study adopts convenience sampling and the questionnaires are distributed out to female customers who have been or are using counter cosmetics. In final, there were 506 questionnaires received, including 421 usable samples, and the percentage of received usable questionnaire is 83.20%. The study adopts linear structure relation model to test the assumptions, the structure of the theories, and the structural properties. And the analysis of differences among consumers and the consuming habits was used to see if there are obvious sensitivities to the dimension of customer loyalty. According to statistical analysis, we summarized some conclusions as below: 1. Brand equity can not affect costumer loyalty directly, but it can affect customer loyalty un-directly through relationship quality. 2. The method of relationship connection can affect costumer loyalty directly through the relationship quality. 3. Perceived value not only effect customer loyalty directly, but can affect customer loyalty through relationship quality. 4. Variation of different samples and consuming habit affects the result of the customer loyalty.