| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 101 === 「Makeup is a courtesy」,For today''s society, people''s awareness of skin care and cosmetic needs improvement, makes makeup, skin care products is a necessity in life people, And the face of today''s growing ability of women''s economic autonomy, Women''s spending power has been the main force of the market economy. However, Internet dissemination of information quickly and the popularity of online shopping, Allows consumers and consumption habits gradually changing environment, When consumers conduct online shopping transactions, may be due to different factors affecting the face of the final purchase decision. Therefore, This study, to explore the female consumer Internet purchase environment, the research of Product Knowledge、Consuming Attitude、Perceived Rrisk and Purchase Decision, and Consumer Attitudes and Perceived Risk as Mediator, explore the mutual influence.
This study, once the network bought makeup, skin care products for the study of women, and internet questionnaire investigation, questionnaires were collected of 356 copies, valid questionnaires ratio was 91%.Applications in the statistical analysis of descriptive statistics, ANOVA, regression analysis methods.The empirical results between variables were found to significantly affect, but through the consuming attitude and perceived risk as mediator, only the mediating effect of consumer attitudes show a significant impact. The study found consumer product knowledge and purchase decision, through the intermediary of consumer attitudes have an impact,therefore network operators should be fully demonstrated in addition to information about products and websites, more of the website or products to enhance consumer awareness and positive emotions,and then increase in online shopping a sense of trust willingness to buy.
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