A Study of How Purchase Involvement Affects Customer Value and Consumers’ Purchase Decision Making Behavior for Male Facial Care Product

• Main Authors: Li-Chun Yeh, 葉俐均
• Other Authors: Chun-Hui Chang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/36820169472810748524

碩士 === 淡江大學 === 國際企業學系碩士在職專班 === 99 === Nowadays, many customers are very concerned about how to keep beauty and postpone senility, Regardlss of either gender, more and more people are used to purchase Cosmetology product in order to maintain their younghood. Under this circumstance, the cosmetic industry has been vigorously developed in recent years. In spite of the global economic recession after Q3 , 2008, the cosmetic industry around the world is still in fast growth. Particularly, the market of men’s maintenance is much more potential. In 2010, GQ magazine conducted a internet survey in Taiwan which revealed 91% of male customers in Taiwan pay close attention to their face. However, an individual’s decision-making behavior will be affected by many factors, including environmental factors and individual factors, Among which, product involvement degree is the key disturbance factor. This research uses Zaichkowsky’s PII (Personal involvement Inventory)meter to measure the involvement degree of male cosmetics market, and to further discuss the corelation between different involvement degree and purchase decision making behavior, and its influence to customer value. The questionnaire, recovered 327, is designed according to scholars’ definition and classification to customer value, and delivered via the internet and by paper-and-pencil. The research concludes that high involvement group pays more attention on decision-making and customer-value than low involvement group.. In addition, purchase strength of high involvement grouop is much stronger than low involvement group. In that, this research suggests that under limited resource, a corporation must focus on high involvement group for further strategy-making. Key word: men’s maintenance market, involvement degree, customer value, purchase decision making