| Summary: | 碩士 === 淡江大學 === 統計學系碩士班 === 95 === In recent years, the domestic female to maintaining of skin consciousness and the demand of make-up increases, cosmetics to female have become living necessity gradually. Due to the change of consumers’ living habit, service for 24 hours of the network store compares with the traditional entity store of restriction on business hour can even meet the shopping need of consumers. The success of e-beauty store means that the competition of cosmetics no longer limites to a traditional route type, but extends to the network.
We take the female consumers who buy cosmetics through the network as our object in this study, and observe their online shopping behavior. The network store image is formed with four variables: interaction, trust mechanism, preferential measure, and word-of-mouth message. The four variables can influence consumers’ purchasing intension directly or indirectly through consumers’ involvement. The study uses LISREL software to construct a consumers’ shopping mode of online beauty store.
In analyzing the result concludes that the transaction method which consumers most use is take goods and pay money through convenience store, the next is transfering for the ATM. When the consumers browse network store more, they would value the discussion area, the message of expert recommendation, the message of media recommendation, and their purchasing intension would be also higher. The part in shopping mode, the interaction, the trust mechanism, preferential measure, and word-of-mouth message would not influence consumers’ purchasing intention directly, but through their involvement indirectly. Among them, the influence effect for involvement is the biggest and the next is a word-of-mouth message, interaction, trust mechanism, preferential measure.
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