Exploring the Influence of Atmosphere, Consumer Emotion, Perceived Value and Involvement on Purchase Intention-In Case of Cosmetics Counters

• Main Authors: HUANG, YA-LI, 黃雅莉
• Other Authors: LIN, MENG-JANG
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/65gxz9

碩士 === 朝陽科技大學 === 應用英語系 === 106 === With the development of the economy and the growth in the living standard, people pay more attention to appearance than their health. People buy more and more cosmetics and skin care products. According to Industry & Technology Intelligence Service (ITIS), Taiwan cosmetics manufacturers only have five companies within the top 30. Now, International cosmetics manufacturers lead the Taiwan’s cosmetics industry. This study takes top 3 Taiwan’s major cosmetics importers such as Japan, France and America as a case. They are Shiseido, L'Oreal and Estee Lauder Company. According to literature, exterior (atmosphere) and interior factors (consumer emotion and perceived value) will influence consumers. They are also the key elements in consumer decision process. People will buy products instead of planned buying. Due to different perceptions of products, consumers will be likely to purchase the high-involvement objects. The purpose of this study explores the relationship among atmosphere, consumer emotion, perceived values, and purchase intention. Moreover, it also determines whether the moderating role of involvement affects perceived value and purchase intention. In this study, the participants were 500 consumers who bought cosmetic products in the counter in Taichung. The author adopted descriptive statistics, reliability, validity, correlation analysis, factor analysis and regression analysis to measure the variables. The results displayed that the hypothesis is positive in this study. This study also wants to give Taiwan’s cosmetics industry suggestions about the marketing through the result of analysis.