| Summary: | 碩士 === 國立高雄應用科技大學 === 財富與稅務管理系 === 103 === Facing with complex consumer environment and many competitors in order to obtain consumer recognition and favor, we must better understand consumers' needs and feelings. Meanwhile, follow the trend innovation and changes that slowly filtering into consumers's mind. How to raise consumer purchase intention and sales becoming an important subject in business marketing strategy.
The purpose of this research is to analyze customer attitudes toward cosmetics and skincare products and the effects of product label information, brand image, price consciousness, perceived price and consumers purchase intention. The date were collected through the questionnaires of Kaohsiung consumers. At the same time, Internet questionnaires were used to collect data. This research issued 320 copies of questionnaires and collected 303 copies of valid samples. The software of SPSS and AMOS is applied for empirical analysis. The research results showed influence that the effects of product label information, brand image, perceived price have positive on purchase intention. The price consciousness has no positive influence on the purchase intention.The reason may be high proportion of students and their limited income. Therefore , they tend to buy cheaper products.
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