| dc.description.abstract | With the advancement of the times and the improvement of living standards, Chinese people pay more and more attention to the demand for beauty, and China has formally entered an advanced age society, and the demand for health care products and medical supplies is increasing. （Cosmetics retail industry） The average annual growth rate of turnover in the past 10 years is 2.9%, which is higher than the overall retail industry′s 2.4%. The turnover of the pharmaceutical and cosmetics retail industry continues to grow!
In recent years, regardless of Taiwan, Japan and South Korea, more and more beauty and drugstores of various brands have opened up, and companies have used different marketing methods to seize the Taiwanese drugstore market. Watsons officially opened its first store in Taiwan in 1987. The brand is the largest personal cosmetics store in Asia, the crown of Asian countries, is Taiwan ’s pioneer and leader in the pharmacy store in Taiwan. In addition to maintaining the original customers, the cosmeceutical chain distributors must also use various incentives for occasional promotional activities to induce customers ’motivation to consume, and the advertising effects include social media and other online marketing, in-store merchandise Factors such as display layout and sales staff recommendations affect consumers ’purchasing decisions. This study wants to explore whether consumers will be affected by factors such as promotional effects, advertising effects, community influence, store movement, and merchandise display. Therefore, this The study targeted female consumers of W chain drugstores （Watson′s） in the northern region of Taiwan. Through statistical software analysis, the relationship between price effect, advertising effect, community influence, store movement and customer purchase decisions was understood. And degree of influence. | en_US |