| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 98 === In recent years,online shopping in the consumer market have sprung up everywhere. My research is based on exploring the relationship among brand equity of online selling cosmetics skin care products, consumer lifestyle, and internet purchasing deci-sion-making behavior. My research methodology adopts online survey, and I got a total of 588 valid ques-tionnaires. Also, I adopt descriptive statistics, factor analysis, one-way ANOVA analysis, Pearson product-moment correlation analysis and multiple regression analysis and other statistical methods, research results and assumptions described in verification.Following are the results of my study hypotheses: Consumers’ Cognition toward brand equity, life style and decision-making behavior are influenced by some factors in demography like individual age, level of education, monthly disposable income, online shopping experience, the number of hours a day visiting shopping sites, the amount of money purchasing cosmetic products each year. Brand equity and consumer lifestyles are relevant. Brand equity and consumers’ lifestyle will surely affect purchasing deci-sion-making behavior respectively.Consequently, cosmetic skin care products industry, or the seller, should pay atten-tion to the following four dimensions: brand loyalty, brand awareness, perceived quality, and brand associations. They should enhance customer repurchase rate with their brand equity. And further, consumer lifestyle and demographic variables on the network cha-racteristics can be seen as great reference in network cosmetic skin care products con-sumer market segment.
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