Affect Consumer to Buy Factor Analysis on the Network Skin Care Products - A Case Study of Well-Known Network Skin Care Products Brand
| Autor: | Yu-Hsiang Hsu, 許鈺祥 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 In today''s era of intense competition in the cosmetics market, which along with the maturity of the network environment and changes in consumer habits, online shopping has become one of the modern consumer the most important consumer pipeline, past the cosmetic industryconsumer behavior analysis done by the consumers of cosmetics, but almost all of the entities to retailers. In this study, standing in the position of skin care products manufacturers and consumer groups on a single network care products industry, consumer behavior analysis, an attempt to investigate the source of consumer information on cosmetic products both product attributes, the industry''s shopping website service quality perceived risk felt by consumers, and showing the relationship between consumer purchase intention, in order to understand why the purchase intention of factors affect consumer groups, manufacturers of new marketing methods and ideas different from the previous management style, and then increase sales volume. This study is a well-known network care products brand empirical object, using a questionnaire and structural equation modeling to identify the relationship between the various variables influence consumers'' purchasing intention. The study found: product attributes and purchase intention, website service quality and purchase intention, product attributes, perceived risk, the quality of web services both significant positive impact on the perceived risk; source of information on willingness to buy, the source of information on perceived risk and perceived risk no significant impact; this study, to Yanni marketing strategies to provide the industry as a reference, look forward to develop its brand strategy to contribute to the purchase intention. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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