The Relationship between Experience Marketing and ImpulsivePurchase Intention for Cosmetic Products：Moderating Effect of Physical Attractiveness of Salesperson

• Main Authors: Hung, Hsiao-Ting, 洪筱婷
• Other Authors: Chen, Sheau-Tien
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/shp39r

碩士 === 中國文化大學 === 國際企業管理學系 === 107 === Appearance is becoming more significant as our life style evolves day by day. Since each person can bring a different experience to others base on appearance, the ones who contain the beauty can receive greater advantages and benefits throughout our community. Today, the culture of appearance brings up a storm wave that attacks on all rela-tive markets. Among them all, cosmetic market comes on the top by riding this mas-sive wave. The sales trend of all department stores indicates the outstanding of the cosmetic. As the favor of customers develop, the experiencing market becomes the mainstream of the market sales. Merchandise display, color aesthetics, fragrance at-traction are the methods to allure customers attention into the merchandise with a strong impression to this shopping experience. A great shopping experience can stim-ulate the customers’ will of impulse purchases. In addition, the salesperson who has an attractive appearance can even bring out an unexpected outcome on impulse purchase. As a result, high attractive salespersons often can bring the benefits to the enterprise. The research is focusing on the influence of shopping experience and the way it affects the customers’ will of impulse purchase on cosmetic merchandise with the variable of attractive salesperson. The result proves that shopping experience and im-pulse purchase are in direct proportion; attractiveness of a salesperson strongly affects the will of the purchasing as well.