The Factor and Experience of Clients Purchasing The Skincare Products

• Main Authors: Liao, Ssu-Yin, 廖偲吟
• Other Authors: Kuo, Chin-Guo
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/4ruh65

碩士 === 國立臺灣師範大學 === 工業教育學系 === 105 === Abstract Cosmetics can be divided into skincare, haircare and facial-care cosmetic products, depending on their purposes; where skincare here refer to the cosmetics that can be used to sustain facial look more elegant. How the major consumers of skincare would like to continuance purchase skincare products is subjected to this study.Then, this study aims to understudying what personality with external locus of control related to social and subjective norms that affect brand identity and repurchase intention. The research collected 311 responses were validated for the first-order confirmatory factor analysis (CFA) to select questionnaire items in each construct. The software of SPSS was also used to analyze reliability and validity of questionnaire. Then use AMOS 20.0 to test the model fit and structural equation modeling to verify the hypotheses. The results of this study revealed that 1. The person with external locus of control was positively related to subjective norm and social norm. 2. Subjective norm and social norm were positively related to brand identity. Finally, brand identity was positively related to repurchase intention. The implication of this study suggested that local skincare firms can create brand identity to increase the repurchase intention by inviting well-known people to advertise their products; or using social media to promote e-word of mouth.