| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === Men with the frequency of using male care products and cosmetics are increased in recent years, and the market in male care products and cosmetic has been developed. Thus, men with gender role characteristic will influence the choice of male care products and cosmetics. With the internet developed, most customers acquire the electronic word of mouth (e-WOM) about male care products and cosmetics. Therefore, the purpose of the study will explore the influence of e-WOM and gender role on customer satisfaction and loyalty for male care products and cosmetics.
The study is based on the model of EKB consumer behavior and literterature review. Purchase motives, gender roles, source credibility of e-WOM, customer satisfaction, and customer loyalty are selected to form the research model. The samples of 694 collected through questionnaire survey. The study takes the regression analysis to test the mediator effect of customer satisfaction; the moderator effect of gender roles and source credibility of e-WOM. The result showed the feminine of gender roles will weaken the relationshps; the trustworthiness of source credibility of e-WOM will strengthen the relationshps.
Based on the result, the function of the male care products and cosmetics cannot meet the need of male customers with the higher feminine characterstics. The anonymity of internet makes male customers believe the credibility of e-WOM more, and be willing to repurchase the products. The suggestions are as followed: care products and cosmetics industry should assist care products and cosmetics companies in entering the market and developing the products; care products and cosmetics companies should offer the neutral products to meet the need of the need of male customers with the higher feminine characterstics.
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