| Summary: | 碩士 === 開南大學 === 商學院碩士在職專班 === 104 === Nowadays, the conscious of fashion dressing and cosmetic appearance has raised, and not only women, but also men have begun to care for their appearance. Cosmetic user's purpose is to make themselves look healthier and younger. In an array of cosmetic commodities, consumers have to choice in many commodities. Therefore, understanding the use loyalty of the consumer can help firm in decision-making of marketing. In our study, conducted through questionnaires in subjects from July 16, 2015 to Oct 15, 2015, 407 questionnaires were collected, 355 valid questionnaires, the effective rate are 87.2%. Our study found that consumer does not influence from its education, age, area of residence or the price of their skin care product and lead consumer to not focus on their user loyalty. The conclusion of our study has proposed two ways to contact with the customer. The first one is to hold some workshop or experience briefings. The second is to engage social network, because consumers will often collect some information from the internet when they are going to buy any kind of products.
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