| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 96 === The goal of this study is to understand the consumer behavior in cosmetic field, thus, foundation, one of the most popular item of cosmetic was chosen as study taget. Due to the phenomenon of extensive price range of foundation product, price perceptions have became the main theme of this study, as trying to empirically examine the influence of materialism, individualism, hedonism on price perceptions; Furthermore, the influence of price perceptions on external search behavior via situation involvement and enduring involvement was examined empirically as well.
Summing up all the casual relationships of constructs above, the theory model of this study was formed, then, structural equation modeling was adopted for hypotheses testing. According to the results, materialism will positively influence prestige sensitivity and value consciousness; Individualism will positively influence value consciousness and negatively influence prestige sensitivity; Hedonism will positively influence sale proneness, price mavenism and price consciousness. In addition, both prestige sensitivity and price mavenism will positively influence enduring involvement; Sale proneness, price consciousness and value consciousness will all positively influence situational involvement. Furthermore, enduring involvement, situational involvement and price mavenism will all positively influence search effort; Enduring involvement will positively influence search of neutral source; Situational involvement will positively influence search of media source; Enduring involvement will positively influence situational involvement.
According to the empirical results, this study verified that different values will drive consumers’ attitude toward price into variety; Furthermore, different attitudes toward price will drive consumers to take distinct action on external search behavior as well. Thus, in order to establish an appropriate product price or marketing message, marketing managers should take the values of target customers into account on the process of planning pricing strategy or integrated marketing communication; Besides that, in order to increase the effectiveness of marketing campaign, marketing managers should adjust the channel of transmitting marketing message base on target customers’ attitude toward price.
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