An Empirical Study of The Purchase Intention of Cosmeceutical - A Perspective of The Diffusion of Innovation Model and Planned Behavior Theory

• Main Authors: Shu-TingWu, 吳舒婷
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/08323862932685237787

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === In recent years, the global population advanced age tendency urged the cosmeceutical whole world market to grow steady, demonstrated according to the marketing research organization Kline ＆ Company material, in 2008 the global cosmeceutical market scale achieved 570 hundred million US dollars, in which take Europe as the present whole world biggest region market, next was Asia. Although at present take America, Europe and Japan, the date as the main market, but mainland China, Latin America, Russia, and developments and so on in India the country, all made haste to catch up in recent years by the two-position number growth speed, future market potential infinite. This research integrated the theories of innovation diffusion and planned behavior, and considered the effects of shop pharmacist’s characteristic during the purchase process. The purposes of this study are: 1. Through reorganizing the literature, clearing the cosmeceutical concept.2. Take Theory of Planned Behavior for the foundation, discussing influence factors during purchase process. This research use questionnaire survey procedure and the effective questionnaire counts 380. The results show that, 1. Behavior attitude can be positively influenced by perceived relative advantage, , the compatibility, the trialability, the result demonstratibility and the visibilityof the innovation. 4. Behavior intention can be positively influenced by behavior attitude, subjective norm and perceived behavior control. 5. Actual purchase behavior can be positively influenced by behavior intention.