The Study of Female Customers' Behavioral Intention in Purchasing Cosmetics

• Main Authors: Lo Wen - I, 羅雯怡
• Other Authors: Lin Jin-Lang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/75121324660766258862

碩士 === 高苑科技大學 === 經營管理研究所 === 100 === In earlier Taiwan Society, purchasing cosmetics was deemed as extravagant behavior; however, as evolution of the society and economics environment, cosmetics has now become a daily-life’s issue. Consuming value for cosmetics has constantly been growing, which creates unlimited business opportunities, and has become an important issue as for how enterprises manage to bring up their consumers’ base. This research adopts Theory of Planned Behavior as its research foundation, combined with three perspectives, “Attitude”, “ Subjective Norm” , “Perceived Behavioral Control”, and builds empirical structure that discusses female customers’ behavioral intention in purchasing “cosmetics” in order for framing up operational policy for cosmetics entrepreneurs and for references of future study. As per this study’s empirical result shows that, amongst “Behavioral Intention” that affects female customers for purchasing cosmetics, “Attitude” is the most influential, and then “Perceived Behavioral Control”, and the last is “Subjective Norm”. Further, amongst “Attitude” factors that female customers for purchasing cosmetics, “Individual’s Relevant Welfare” is the most influential; amongst that, “Having fun purchasing”, “Being able to maintain youth and beauty in human’s appearance”, and “Being able to express self-confidence and self-style” enhance their “Behavioral Intention” in purchasing cosmetics. It is recommended that, when selling, cosmetics entrepreneurs can focus on “fun” that customers gained from purchasing, and bring up more ideas in anniversaries, in order to increase customers’ fun in proactive purchasing of cosmetics. As for commerce decorations in bricks-and-mortar shops, can enrich colors in decorations, in order to attract customers; outlets can also provide trial-make-up services or DIY experiences to customers, in order to add up fun in purchasing. Amongst “Perceived Behavioral Control” factors that affect female customers in purchasing cosmetics, “Self-Capability” is the most influential. The research shows that: “with more self-sufficient capability, individuals can afford more” then female customers have higher motives in purchasing cosmetics. It is suggested for entrepreneurs to focus on commerce’s “competitive pricing”, and allow customers to make partial payments with no interest, and increase visa payment’s discount, in order for customers to feel released with no stress at the paying moment. Amongst “Subjective Norm” factors that affect female customers in purchasing cosmetics, opinions from “Main Group” has more influences towards female customers, especially opinions from their families and good friends. It is advised that entrepreneurs, in brand launch events or activities invitation, can also invite their families or good friends, and each one and their attending families/good friends can all receive a welcome gift. To invite their families/good friends to attend can increase customers’ purchasing will and achieve sales result more efficiently.