| Summary: | 碩士 === 元培科技大學 === 企業管理研究所 === 102 === In the past, the target market of skin care products is female, but after those years male began to care the pachylosis problem of their face, and the markets type of skin care products became different. The market share about male skin care products are raising rapidly, and this can be tell from the amount of sales counter dedicated to male skin care products in department stores. By the way, the categories of male skin care products getting more and more, it shows that cosmetic company take male market as important as female. This study investigates the relationship between product knowledge, brand image, reputation when customers make purchasing decisions. From the result, reputation and word-of-mouth influenced the customers when they make the decisions, thus the staffs in the marketing department of male skin care companies, should pay more attention on the brand image and try to establish the good reputation in market.
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