| Summary: | 碩士 === 國立屏東商業技術學院 === 行銷與流通管理系 === 93 === This research is based on the involvement theory, discussing if the involvement theory can effectively predict the consumer behavior and Cosmetics market.
By using Linear Structural Models, we try to find out the effects of lifestyle, product attribute and purchase situation on consumer involvement and purchase intention. The results will be useful for managers to improve the quality of their decision making.
1. First, the research model is acceptable. The results are partially support the relationships among lifestyle, product attribute, purchase situation, involvement level, and purchase intention.
2. Lifestyle has direct effect on involvement and purchase intention. Thus enterprises should design effective marketing strategies for various types of customers.
3. Product attributes effect on involvement and purchase intention are not significant.
4. Purchase situation has direct effect on involvement.
5. Lifestyle and purchase situation have indirect effect on purchase intention, and mediate by involvement.
Based on the finding in this research, suggestion for cosmetic enterprises implications and further studies were proposed.
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