| Summary: | 碩士 === 龍華科技大學 === 資訊管理系碩士班 === 106 === Due to Taiwan’s economic growth in recent years, associated with the rapid development of science and technology, people are able to accumulate wealth quickly. Therefore, modern people begin to pay attention to their own external image, which has become a popular research trend. The concept of how to maintain oneself, invest in oneself, and keep the beauty of the skin, has become a new trend that modern people strongly urge themselves to follow, regardless of men, women, aged people and children. Based on the above-mentioned hot topics and new trends, the purpose of this thesis is twofold: first, to explore the trend of the consumer environment in the modern market; second: to explore the factors that affect consumers to buy beauty whitening products, and to provide research results to provide cosmetic industry reference. This study uses literature analysis, expert consultation, and investigation. As for the progress of the research, we first surveyed the literatures to obtain the consumer environmental trends of cosmetic whitening products; and designed a draft questionnaire that influenced the factors of consumers' purchase. And then give the questionnaire to the experts for obtaining the validity approved by the experts. Afterwards 30 questionnaires were issued for pre-test. After personally recovering 30 pre-test paper copies, we used the SPSS 2.0 for Windows statistical software to conduct the questionnaire analysis. We took Cronbach's α value as the testing standard, with a predictive value of 0.7 as an acquisition standard. The official questionnaire is based on the Greater Taipei area. The total number of validly-collected questionnaires was 164, and then the results were analyzed. Through the results of the principal component analysis study, the factors that can influence the purchase of the beauty whitening products are as follows. There are four aspects: aesthetic characteristics, promotion strategies, budget, and community recognition. The SPSS analysis results show the research conclusions. The content of the SPSS analysis provide a reference for the promotion and application of the purchasing factors by the company or the manufacturer in the marketing strategy of the consumers.
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