The Research of the Influential Factors on the Repurchase Intention of Female Consumers

• Main Authors: Wu, Hua-Yang, 吳花揚
• Other Authors: Chiu,CHING-HSIEN
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/16225344105174996782

碩士 === 長榮大學 === 高階管理碩士在職專班 === 100 === With the self-consciousness of modern women, women have been viewed make-up as a habit. Either the fashion-pursuing teenagers or office ladies have resulted in the increasing number of consumers continuously. Under the strongly growing impetus caused by the market scale of high-value color cosmetic products, there have been more and more categories of products developed by makers. Meanwhile, these color cosmetic products are also featured with more complete functions than ever. The development also gives a whole new meaning to color cosmetic products. The market of color cosmetic products has become a “beautiful” new world. This research is conducted with questionnaire surveys and the samples are selected from female consumers used to experience color cosmetic products. The Software SPSS19 is used for analysis including the descriptive statistical analysis, the reliability and validity analysis and the simple regression analysis to validate whether the measurement of experimental variables is accurate and effective with the basis available for subsequent analysis. In this research, after the pragmatic analysis is conducted with the focus on the influential factors for female consumers to repurchase color cosmetic products, there are 3 major variables to affect the repurchase intention among consumers found, namely “brand image”, “brand equity” and “customer satisfaction”. Additionally, “repurchase intention” is held as a dependent variable to form the conceptual structure to be explored by this research. The proposed research structure is meant to further explore the influence on the repurchase intention of color cosmetic products. It is expected research results can allow companies with timely adjustment to marketing strategies with more effort concentrated on the interests of customers. As such, customer satisfaction and repurchase intention are both enhanced.