Analyze the Impact of the Cosmetic Design on Consumers'' Well-being and Purchase Intention - Using Brand Awareness as Moderator Variable

• Main Authors: Hsin Wang, 王馨
• Other Authors: Chin-Yi Chen
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5wwb32

碩士 === 中原大學 === 企業管理研究所 === 106 === The scale of the cosmetic market is expanding year by year, but it has grown slowly in Taiwan. Nowadays cosmetics product design is more diversified and plays an important role of the fashion industry. The successful product design not only can improve the quality of life and well-being, but let consumer increase purchase intention. When shopping, in addition to design, brand awareness can enhance the positive emotional response of consumers as well. Whether it has various impact on consumers’ well-being under the cross interference of design and brand awareness. Since the the lipstick growth rate is much higher than other items in the cosmetic market, we select lipstick as the subject matter of research, and discover whether the cosmetic design will generate well-being to the consumers, then increase their purchase intention, by applying experimental design to explore the impact of various brand awareness on well-being. According to the literature review, product design must meet customers needs and put emphasis on the interaction between products and people before the product design. Veryzer (2000) refers to the perspective of the product design includes three characteristics, whih are function, communication, and aesthetics respectively. Nussbaum (1988) refers to product design can enhance the functionality, economy and produce the sense of pleasure. You Heng Shan (1996) refers to let customers feel pleased during the process they purchase products and services can trigger their feelings inside and obtain well-being. In addition, brand awareness is also a key point to affect consumers. Simon (1970) refer to when consumers facing unfamiliar products, they will judge whether to buy or not by brand awareness, the company with "high brand awareness " will obtain more positive response from consumers than the ones with "low brand awareness ". Therefore, this study divide cosmetic design into three dimensions: functional, human factors, and appearance design respectively to discover the impact on consumers’ well-being. The questionnaires are collected by women as main subjects, using 3×3 experimental design to divide cosmetic design into functional, human factors, and appearance design, and brand awareness is divided into high, low, and no brand awareness. First, we use pretest questionnaire to measure the categorical dimensions of cosmetics design and the level of brand awareness from the subjects, then add the product without special design into the formal questionnaire. The questionnaire was issued online from May 11 to May 29, 2018, and with 365 valid responses, and we apply the SPSS statistical software to analyze the data collected. The results of the study include: (1) Functional design has significant positive impact on consumers'' well-being and purchase intention. (2) Human factors and appearance design has no significant positive impact on consumers'' well-being and purchase intention. (3) Consumers'' well-being has significant positive impact on purchase intention. (4) Brand awareness has significant positive interference effect on cosmetic design and consumers'' well-being. According to the results and inquire the interviews we conclude that the main purpose of using lipstick is to make the lips more rosy and get more beauty which belongs to functional design. The product with gorgeous appearance or special human factors design is possibly to make consumers think to reduce the functional aspects and can''t achieve the primary needs. When consumers shopping, the environment or products will let them trigger positive emotions, therefore, improve the well-being during the process can trully increase consumers’ purchase intention. In addition, consumers consider that products with high brand awareness are better than the ones with low brand and no brand awareness. Because functional design has the deepest impact on consumers'' well-being, the company with high brand awareness should focus on functional design rather than appearance design. The company without brand awareness should focus on functional design rather than human factors and appearance design. Through the results of this study, we expect to provide the future direction of cosmetic design for enterprises, if they improve or put more attention on the functional design of cosmetics, mostly they can obtain the maximum benefits.