| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 107 === Recently, the world economy sank into recession. Many industries face challenges and difficulties. But the market of beauty care is growing sustainably. Despite the steady growth, the makeup industry still faces changes in consumer behavior. Because of the phenomenon about the emergence of online shopping, beauty care industry has joined the battle of digital. In the past, companies usually built trust through the physical access, face to face with consumers in marketing activities. For the trends of digital, it will bring a brand new challenges to manufacturers: how to obtain the trust from consumers through the Internet. Research that focused on trust in e-commerce was mostly about the aspects from technology, emphasizing the security of the shopping environment of the website. With the improvement and popularization of technology, these have become the necessary conditions. The purpose of this study is to further explore the non-technical level of trust established, resulting in a good and stable relationship, so that consumers are willing to buy beauty care products through Internet rather than physical store. In addition, this study uses the category of sales promotion as a moderator to explore whether the positive relationship between consumer trust and purchase behavior will have different effects.
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