| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 106 === With the advance of science and technology, modern humans pay more attention to skin care. People start to put emphasis on using skincare products which are provided with medical effect. Due to the restrictions on the use of cosmeceuticals reduce, cosmeceuticals are no longer limited to postoperative care people. Then, what will brands do to prevent consumers from switching general skin care products to cosmeceuticals? And what if the switching behaviors really happen?
In this research, we focus on switching intention of people who use general skin care products. The research is based on push-pull-mooring theory (PPM). Through PPM theory, we can understand the influences of the push of general skin care products, the pull of cosmeceuticals and the mooring effect of using general skin care products on switching intention. In addition, we use push, pull and mooring effect as moderators and discuss their interference effects upon the switching intention.
There are 838 valid questionnaires are collected and the hypotheses are tested by regression analysis. The result shows that price perception, product quality, alternative attractiveness, critical mass and habit are important variables to switching behaviors of skin care. Mooring effect causes moderating effect between push and switching intention. Therefore, based on the result, it suggests that the general skin care brands can increase the switching costs and habits of consumers. For example, the brand can develop an exclusive project for all of brand members. So, even if the members shop in the open-shelf store, they can use not only the store’s membership but also the brand’s membership, which means they can get benefits from brand’s membership at the same time. By doing so, customers may have less switching intention from switching general skin care products to cosmeceuticals.
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