Study of the Purchasing Intentional Model for Cosmeceutical Product Base on the Consumers of Chain Drugstore in Taiwan

• Main Authors: Penny Chen, 陳淑瑩
• Other Authors: Chia-Hsu Lin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/50527995180998428185

碩士 === 台南科技大學 === 生活應用科學研究所 === 97 === In recent years, advances in consumptive capability have increased the number of people focus on themselves. Several phenomenon of cosmeceutical product has been concerned by females. For example, consumers are paying more attention to understand the concept or knowledge of the cosmeceutical product which they want to buy. The value of cosmeceutical product has gathered great importance. However, few previous studies discuss the phenomenon on the cosmeceutical industries. This paper explored what kinds of factors impact the consumer or to buy or use the cosmeceutical product via survey base on the perception of diffusion of innovation, the theory of planned behavior, and perceived value. We found the factors such as relative advantage, complexity, observability impact the attitude of consumer. Perceived value and perceived behavioral control will impact the intention of consumer, and the attitude is the most important factor to impact the intention of consumer. Finally, we provide some future implications for practice and make conclusion base on our result of re-search.