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• Main Authors: Chia-yu Chang, 張家瑜
• Other Authors: Ming-rea Kao
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/7sd84y

碩士 === 國立中山大學 === 企業管理學系研究所 === 95 === Cosmetic market has evolved and becomes a fashion trend in this abundance of material modern society. It is a smooth transition from “for woman” in the old-fashioned society to today’s new breed “for man” outburst. It is also the revolution from the “external care products” to “internal care products.” The marketing channel has even involved into multi-diversified channels to reach the variety of consumers. As the result, the current global “in-take” cosmetic market has reached to 46.7 billion USD. Under the advocate of this new concept, Taiwan’s food market is also growing quietly and steadily. When a consumer is considering a cosmetic product in this rapid changing market, their buying desire often depends on their knowledge of the product’s value through self-recognition. This dissertation will conduct a detail examination on the consumers’ cognitions, affect and conation regarding the different channels of the product information source. From this study’s objects in the “drinkable cosmetic” market, we can concentrate on: 1.Consumers who possess the direct experience with the drinkable cosmetic has a significant affect than those who do not possess the same experience. 2.In comparison with advertisement affect, the consumers who had direct experience has had a greater impression regarding the product. 3.The cross functional between “direct experience” and “product involvement” does not consist affect on the studied result. Therefore, despite the different levels of product involveness from the consumers, it will not affect their direct experience nor advertisement affect. It will also not affect the consumers’ buying desire. This research is focusing on the cosmetic market’s new concept on care product, which is the drinking product. Even though the study is concentrating on this later developed market, there are still many aspects of the research that can be further discussed.