The Study of Promotion Type on Consumer Purchasing Intention: The Example of Internationally Renowend Cosmetic Products

• Main Authors: Yan, PeiRu, 顏珮如
• Other Authors: Chuang, Mingkuo
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/06941805489311833595

碩士 === 大葉大學 === 國際企業管理學系碩士班 === 99 === Along with the time and environment vicissitude, the relationship between people is closer than the past. Putting on make-up is not only to pursue a self-sense of esthetic, but also is a kind of polite behavior. In the last few years, the average age of cosmetics user has decreased and the proportion of the young consumer in total is increasing in recent years. It makes sales volume of cosmetics has been growing in number year by year. The purpose of this study is to explore the relation among price promotion, Premiumn Promotion, post-purchase dissonance and repurchase intention. We used convenience sampling for research method, and returned the 514 valid questionnaires in total. The valid return rates of 78.4%. This research adopted SPSS and AMOS statistical Software and the li-near structural relation model to test the verification of the research hypothesis.