| Summary: | 碩士 === 佛光大學 === 管理學系 === 102 === Since the female consciousness is rising and economic power is acquired by them gradually, plus fluctuation of economics in recent years, it makes open-shelf cosmetics which have common price emerge suddenly. With the accumulation of beauty knowledge and purchase information, for those consumers who have increasingly changing and diverse needs, the enterprises can only grasp the awareness on open shelf cosmetics and understand the extended buying behavior of consumers to formulate marketing strategies that meet modern requirements, it can improve consumers' purchase willingness. Furthermore, the consumers can shop freely in the consumption space shaped by the industry, thus to create a win-win situation.
The purpose of this study is to focus on the consumption behavior of career women in Taipei Metropolitan Area to open shelf cosmetics. According to Ajzen's theory of planned behavior, it predicted the purchase behavior of consumer to open shelf cosmetics, and applied multiple regressions to validate the assumptions. In accordance with the purpose and structure of research, it designed, developed and prepared the questionnaire of “Purchase Intention Scale of Female Consumers to Purchase Open Shelf Cosmetics “to understand the consumer’s attitudes and care on open shelf cosmetic. It is hoped that this study could provide positive reference value for the cosmetics industry and assist the industry to develop marketing strategies. This study used questionnaire distribution manner to conduct empirical research. Additionally, consumers of 19-36 years old who have ever bought open-shelf cosmetics are listed as the interview objects of the study. Additionally, 350 copies of questionnaires are distributed in Taipei and New Taipei City of Taiwan in convenient sampling method. It has 302 copies of valid questionnaires and the recovery rate is about 86%.
The study results indicated that the attitudes of consumers to open shelf cosmetics and perceived behavioral control etc. have a significant positive influence on the intentions of consumers to buy open-shelf cosmetics. Subjective norms have significant negative correlation for prior involvement, and the behavioral intention of consumers does affect the actual purchase behaviors.
The study suggests that for open-shelf channel, the dealers must give a positive evaluation and feelings to the consumers. Current career women do not care about others views in the purchase of open-shelf cosmetics. It could enhance the brand image by inviting spokesperson. To enrich the beauty and skincare and product knowledge of consumers, information magazine can be published, and expand to print media so as to enhance the consumer's desire of purchasing.
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