| Summary: | 碩士 === 南臺科技大學 === 企業管理系 === 104 === Taiwanese females are becoming more aware of their appearance, and age does not stop their pursuit of beauty. However, beauty of different age is meant to look different, though preferably always natural and comfortable. This study aims to understand how demographic variables along with female life styles affect the degree the demand for service as well as product involvement of cosmetic products. Moreover, this study aims to understand how life style differences and skin condition changes due to aging impact the willingness to use skin care and cosmetics products.
The target customers have never changed their goal coming to the cosmetics counter – the pursuit of beauty. Beauty consultants provide warm and enthusiastic services that is built on the costumers’ dream of beauty, in hopes that both the consultants and the costumers enjoy the exchange of services with good feelings. Though the pursuit of beauty remains constant, the differences in needs, life conditions, vocational and recreational choices would affect the degree of product involvement.
Using Shisheido Corporation’s cosmetics and skin care product as an example, this study conducted a survey study with 183 female participants. After regression analysis, factor analysis, frequency distribution, and validity test, the results are as follow:
(1) Demographic variables are significantly correlated with product involvement.
(2) Demographic variables are significantly correlated with demand for service.
(3) Life style is significantly correlated with product involvement.
(4) Life style is significantly correlated with demand for service.
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