| Summary: | 碩士 === 清雲科技大學 === 國際企業管理研究所 === 98 === The requirement of life quality and the consumer consumption trend have a dramatically changed nowadays. People pay more and more attention on the care of appearance; under a circumstance of the awareness of female consumption perception is higher than before, in-creasing level of education and social interaction, it is a basic polite expression that female makes up. Due to the massive information exposure and the concept of female consumption changed, it is found that cosmetic consumption target age is getting older. The aim of this study is to explore to what kind of extent promotion holds in department stores would influ-ence consumers’ purchasing motivations. Moreover, it would be useful to observe does dif-ferent personality would become an essential factor which effect consumer’s attitude towards promotional activity. The scope of this study would do random sampling among consumers in Taipei area, and the sample size is 364, the rate of effective sample is 98%. And it would use Pearson correlation, ANOVR and Multi-regression methods to analyse these data.
The finding of this study demonstrates, the promotional activity would stimulate con-sumers’ purchasing behaviours, and focusing on the way of promotional activity, “the gifts”, “get NT$100 rebate for every NT$1000 purchase” and “premiums” are the most attractive ways to consumers. However, even there are many promotional activities held in department stores, but under the economical recession pressure, consumers would tend to control their desire to purchase. Hence, according to the results, different personality would not really in-fluence the outcomes of promotional activity and consumer purchasing behaviour. Because of in the reality, it is difficult to not effect by the promotional atmosphere and still behave the original personality in that environment.
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