Millennial generation consumer groupsThe use of cosmetics brand behavior related investigations

• Main Author: 沈恬嘉
• Other Authors: 簡俊成
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/djb599

碩士 === 南臺科技大學 === 企業管理系 === 106 === As generations have changed, the largest consumer group in the market has been transformed into the millennial of the twentieth century, trying to grasp the millennial understanding of patterns of consumer behavior,and many businesses are gradually changing their marketing model because the millennial consumer shopping behavior Therefore, this study aims to explore the lifestyle and purchase of millennials by taking the example of female makeup products in order to better understand their consumer behavior and meet their needs. Whether the amount is significant, and whether there is a significant correlation between life style and the source of information before purchasing beauty products, and using information sources to collect promotion and purchase amount as adjustment variables. To explore the adjustment of the three, respectively, the different ways of buying have an impact on the purchase amount. This study takes millennials from 17 to 37 years as the main research object. The questionnaire is accessed through google form. Through the LINE link North and South China suitable target customers, a total of 210 sets of questionnaires are issued. The valid samples are 210 and effective samples The recovery rate is 100%. This study mainly uses reliability analysis, construct validity analysis and hierarchical regression analysis to verify the hypothesis. The research results show that 1. The more emphasis on popular people, the higher the purchase amount. 2. More senior work for word of mouth (such as blogs, red net) more agree, it will be easier to accept advertising messages and relatives and friends recommended. 3. Free experience or through advertising content that millennial beauty product information will increase the purchase amount. 4. The Three Aspects of Information Sources The "beauty products" in "Free Product Experience," "Advertised Content," "Relatives and Friends," and "Promotions," will have an enhanced impact on the "purchase amount." 5. The three sources of information: "Free Product Experience", "Advertisment through Content," "Relatives and Friends" and "2000 plus 200" promotion methods have a very significant effect on the purchase amount. 6. In addition, it was found that "Gift Vouchers" in "Promotional Methods" will weaken the impact of advertising content in "Information Sources" on purchase amount.