A Study on Source of Information to Affect Online Buying Cosmetics Consumer

• Main Authors: Chi-Wei Hsu, 徐騏緯
• Other Authors: 張文華
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/f3c73m

碩士 === 國立臺北科技大學 === 工業工程與管理系碩士班 === 100 === Nowadays, cosmetics can be said to enhance the quality of domestic consumption is one of the necessities of public life, with the advancement of technology, the domestic consumption Beauty skin care products from the traditional physical store to increase the choice of online shopping. Consumers use the Internet far and wide the characteristics of product comparisons, information search, or use of cloud technology to talk to friends and family of image or picture quality of products. In this study, analysis from a consumer point of view, trying to explore the customer purchased the product information sources, including word of mouth, product placement, Internet advertising and online community business, and to explore what kind of information sources can cause consumers to buy Beauty-skin care products. This study will bring the network operators Beauty care products industry, the idea of Internet marketing methods as well as product marketing, decision analysis. This study used a questionnaire to find out why the types of consumer online shopping Beauty care products, the main source of information to be considered. Moreover, this study used descriptive statistics and factor analysis of consumers generally purchase Beauty care products and Internet sources of information links. This study used cluster analysis to further the characteristics of the consumer into the endorsement of the group, network groups and word of mouth the group of consumers, to investigate the purchase of the relationship between product attributes, and types and sources of information. The study found that the sources of information variables to the dimensions of Internet Marketing and interface interaction explained variance. However, the proportion of " endorsement group " up to the many features of consumers. The results of this study highlight the consumers like the use of Internet sources of information to understand the product information, but the same concern for the endorsement and word of mouth information. Beauty care products industry marketing in both traditional sources of information, how to network a number of sources of information, consumer trust and a desire to buy is very important subject.