The study of using the Internet as a medium for cosmetics’ marketing

• Main Authors: CHIN-FEN CHANG, 張菁芬
• Other Authors: Zi Ping Chiang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/89845820991962399053

碩士 === 康寧大學 === 運籌與科技管理研究所 === 99 === Abstract With industries changes in Taiwan in recent years, people care about their appearance much than it was before, causing in rapidly rising demand for cosmetics. Not only females see making up as necessities, using cosmetics when going out, but more and more males use cosmetics. At the same time, the Internet of Taiwan developing rapidly. Internet has been able to become a social tool. However, using the Internet costs less than is was before, and there is no restriction of distance for using it. A low cost of commercial activities also has been provided by using the Internet, and also prospers commerce by using the Internet in recent years. In this study, we want to know the willingness and awareness of consumers who buy merchandises buy using the Internet, and discuss the reasons of buying cosmetics by using the Internet. And divide it into perception risk, level of involvement, public praise, price and convenience, and lastly, safety to trade. The research was sampled by random surveys with people past experience on buying cosmetics by the Internet on the street. Total sample responded is 503 with 67 void, 436 valid. The research uses several statics methods to verify the potential factors for buying cosmetics by using the Internet.