Mail-order cosmetics of re-purchasing behavior study

• Main Authors: Kuo, Ming-Yen, 郭明雁
• Other Authors: Luarn, Pin
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/88150743886804935816

碩士 === 國立臺灣科技大學 === 管理研究所 === 97 === With the growth of the cosmetics market, a wide variety of products and brands has been developing constantly. Because of that, competition within the cosmetics industry has become fierce. As a consequence, for cosmetics companies, it is very important to attract customers to continuously adopt and re-purchase their products. Catalogue mail-order is one of the important channels in cosmetics sales. However, there are few studies on catalogue mail-order issues in Taiwan. Therefore, this research focuses on the re-purchasing behavior of catalogue consumers. The focus group method is adopted in the research. The client of The Club des createurs de beauté（CCB）is the subject of this research. The results of the research reveal that brand image, company name, designer team, catalogue design, service quality and commercial promotion activities are the main factors influencing consumers' re-purchasing behaviors. Lastly, this research provides some practical suggestions that can be taken as reference for cosmetics companies and subsequent research.