| Summary: | 碩士 === 中國文化大學 === 國際企業管理學系 === 101 === Consumer doesn’t know how to evaluate skincare product then gains visible and invisible perceived value in his mind due to a lot of products, brands and manufacturers in the market currently. Analytic Network Process (ANP) study according to literature and empirical for primary criterion and second criterion evaluation, but variable both direct and indirect relationship lack of theory. Further, criteria base on consistent examine exactly and many people use distributed study not convergence study that can’t get the trust from other people. The study has three structures (product quality, service quality, value) and eleven second criteria base on Saaty (1996) ANP concept to know the purchase process in the consumer. There are 25 expert questionnaires and 100% received that explained questionnaire and objective to professional physically, and analyzed questionnaire data by Super Decision system. We found product in quality and effect need to be improved in the study result that can be used in criteria evaluation of ANP study in the future and help company to develop the business in the market finally.
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