A Research on Consumers’ Behavior Intensions on Buying Medical Cosmetics

• Main Authors: CHEN YU CHIN, 陳御斤
• Other Authors: 林錦郎教授
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/49104932193633769761

碩士 === 高苑科技大學 === 經營管理研究所 === 100 === In recent years, medical cosmetics are growing rapidly, and medical cosmetics has been a popular topic. This research aims at examining the needs and motives of consumers when they purchase medical cosmetics, using the Theory of Planned Behavior, linear structure formula and Amos statistics software to understand the behavior intentions of consumers when they buy medical cosmetics. The research subjects include cosmetics buyers and users from over 30 medical cosmetic centers in Tainan and Kaohsiung. Results reveal that belief factors such as “attitude”, “subjective norms” and “perceived behavioral control” within consumers towards purchasing medical cosmetics have significant influences on their behavior intentions. Descriptive statistics analyses results reveal that the “personal related benefits” of “attitude” has the greatest influence, and the top three variables were “the effect of quickly enhancing skin quality”, “enriching self confidence” and “controlling fat secretion”. In “subjective norms”, the “major population” has bigger influences, especially “colleagues”. As for “perceived behavioral control” convenience influences the most, and the two highest variables are “convenience to acquire information on medical cosmetics” and “whether I have the economic abilities to get the product ”. Based on the research results, this research offers actual advises on business operation to medical cosmetics manufacturers from the four aspects of “attitude”, “subjective norms”, “perceived behavioral control” and “external variables”. 1. Attitude: Buying cosmetics keeps youth and brings out self confidence. Stressing the effects of “quickly enhancing skin quality” and “controlling fat secretion” as merits of buying and using medical cosmetics in advertisements can be effective. When developing new products, targets should be set on ingredients, fast effects and controlling fat secretion. 2. Subjective norms: We advise the cosmetics manufacturers to invite the families and colleagues of consumers on product launching ceremonies or department store anniversary ceremonies, introduce the concept of the more you buy, the more you save, and give gifts and reductions to buyers. Also, further enhance brand image with experts and scholars’ product placement. 3. Perceived behavioral control: We advise the cosmetics manufacturers to give reduced prices and gifts, or have events such as buy a thousand get a hundred free and zero interest on divided payments, to attract consumers with easy and stress free shopping. Regularly sent the newest catalogues and anniversary event DMs to customers and advertise through the internet, display all information on all cosmetics, to make it convenient for consumers to acquire such information and understand the functions of products. 4. External variables: We advise the cosmetics manufacturers to launch top class medical cosmetics series towards customers with high income. In a membership system, send the top class cosmetics DM and product catalogues to high income members to satisfy the customers’ needs.