| Summary: | 碩士 === 南華大學 === 企業管理學系管理科學碩博士班 === 104 === As people’s requirement on the quality of service rise, the beauty industry must improve its service to deal with the phenomena. Hence, in order to consolidate the customer source, it is necessary to explore in depth the process of customer consumption behavior to understand the actual need and feel of a customer. The purpose of this study is to comprehend the customer consumption process which includes information search, impulse purchases, conformity behavior and post-purchase dissonance by using questionnaire survey.
This study uses the beauty salon clients in Nantou County as the study subject. It uses the convenience sampling method to conduct the questionnaire survey. 618 questionnaires were handed out with 556 valid. The valid recovery rate is 90%. The data was rearranged and analyzed by using SPSS 20 as the analytical tool. It was analyzed using the reliability analysis, validity analysis, descriptive statistics, independent-sample T test and One-way ANOVA analysis.
The result shows that in terms of information search, there are significant differences between different genders, age, occupations and the amount of consumption. In terms of consumption situation, there are significant differences between different genders, occupations and the amount of consumption. While in terms of conformity behavior, there is a major difference between different amounts of consumption. Furthermore, in terms of post-purchase cognitive dissonance, there is a significant difference between different occupations.
This study discusses the implications of management based on the results, and suggestions are made to the relevant parties.
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