| dc.description.abstract | As Taiwan become more and more like a developed country, the demand for better outlook appearance has increased tremendously, which is depicted in the rising demand for cosmetics. Through constant propaganda in mass media, the sales for cosmetic products have always maintained at a remarkable level. Applying makeups has been considered as an act of courtesy by the females, and it has become a norm to apply makeups before going out.
Following the advancement in internet network, e-commerce has provided a convenient channel for purchase of cosmetic products. Due to the advantages in cost and space, e-shops could now reach their customers at a lower price, and at the same time, through a more convenient way. Nonetheless, due to the low barriers to entry, the e-market is becoming more competitive as new sellers enter the market.
The objective of this research focuses on the willingness of females to purchase cosmetics online, and explores whether the understanding of e-shops poses any influence on their buying intention. The research splits understanding of e-shops into 5 categories, namely perception risk, level of involvement, public praise, price and convenience, and lastly, safety to trade. The research is built on the Perceived value model concept raised by Monroe and Krishnan in 1985, and aims to verify the buying intention of females.
The research adopts an empirical approach, and distributed online surveys to females with past experience on online shopping. Total sample responded is 467, with 21 void, 446 valid. The research uses linear structure model to verify the causal relationships among the latent variables. | en_US |