| Summary: | 碩士 === 明新科技大學 === 化學工程與材料科技系碩士在職專班 === 107 === In recent years, the concept of being beautiful and safe has been deeply rooted in
the hearts of consumers. The use of botanical natural pigments in the new tattoos is also
popular among consumers. Therefore, the main purpose of this study is to explore
consumers' acceptance and recognition of new tattoo and to find out the relevance of the
purchase decision factors of the new tattoo. It is hoped that this will provide a reference
for the tattoo industry to strenfthen the commercial marketing management model.
A survey was conducted through an online questionnaire. A total of 432 valid
samples were collected and analyzed.The research method uses narrative statistical
analysis, reliability analysis, cross-analysis , independent sample t-test, and variance
analysis to find out the factors of each major facet, and then uses correlation and
regression analysis to examine these factors.
The study found that consumers' perceptions of tattoos and the technology, quality,
and service of consumers' purchasing decisions were significantly positively correlated
with consumer acceptance of tattoos. Moreover, consumers' perception of tattoos is
more predictive of consumers' acceptance of tattoos than the technology, quality and
service of consumers' purchasing decisions.
Key words: botanical natural pigment, new tattoo, consumer acceptance, consumer
perception, purchasedecision.
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