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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/63807

    Title: 影響中國女性消費者購買化妝品行為因素之研究—以上海地區為例;Female Consumers’ Buying Behavior of Cosmetic Products-A Case of Shanghai Female Consumers
    Authors: 劉怡惠;Liu,Yi-Hui
    Contributors: 管理學院高階主管企管碩士班
    Keywords: 人口統計變數;消費者行為;生活型態變數;產品屬性;購買行為;buying behavior;consumer behavior;demographic variables;life style variables;product attributes
    Date: 2008-06-10
    Issue Date: 2014-05-08 15:32:08 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 由於中國近年來GDP逐年攀昇,中國女性消費者對於消費產品的重視程度及消費型態產生相當大的改變,她們的行為意識的變化,導致消費意識的變化,連帶影響了婦女們追求新時尚和新式的化妝習慣,化妝品使用年齡層有擴大的跡象。化妝被認定為是一種禮貌的表現與化妝品知識的擴散、教育程度提高、社會觀念改變及人際互動的頻繁等因素的影響,使得,中國女性消費者對化妝品的需求日益增加,化妝品的消費值也持續成長。並在中國宏觀經濟快速發展的環境下,化妝品及美容行業在中國得到迅速發展。
    ;With the increasing of Chinese's consumption power, the development of cosmetics trade has also entered the new era, demonstrates the splendid growth momentum. However women between 18-40 years old are a group with the fastest-rising income, as more and more women enter the society, life consciousness also follows the change, are not merely professional women increasing, and the other women who even though are not working formally but want and keep in contact in the society also are increasing. The change of their action of consciousness that cause the change of color cosmetic consciousness, related to influence women pursue new cosmetics and new-type cosmetic fashion, tend to attach importance to quality and brand.
    The study adopts E-K-B consumer behavior model as the conceptual framework. The life style variables and demographic variables are input variables. The AIO life style variables are taken as categorization basis.
    Consumption reality variables describe the consumers’ behavior in order to analyze the characteristics of female consumers. The study range includes buyers and potential consumers. The study subjects are Chinese female consumers with consuming ability who live and work in Shanghai. The study is conducted with questionnaire to gather data. As for the data analysis, we use the methods of factoring and life style variables to reduce the data and then adopt group analysis to divide consumers into different groups. After that, variance and Chi-square methods are used to check all study hypotheses.
    We found that the Chinese female consumers of cosmetic products can be categorized through life style variables as three types. Consumers of different types have obvious differences in buying motives, sources of information, the evaluation principles of product attributes, actual consuming style, demographic variables.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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