A Study of the Factors Affecting the Purchasing Intention of Men's Skincare Products
| Autor: | Lee-Hsueh Cheng, 鄭麗雪 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 The awareness of men’s skin care arises in these recent years, as they concern seriously about their own skin condition gradually. Hence, the skincare products for men rise sharply in the market. In addition, the cosmetic factories, which only manufacture female cosmetic products, have now transformed to research and develop, and produce male skincare and the proportion of the male skincare products excesses to the female. The study is mainly focused on the impact of men’s skincare purchasing factors and willingness. According to the study, the level of independent variation, sale distributors and perceived risk are being considered in this research study. Additionally, The sampling questionnaires are collected, and the reliability analysis, descriptive statistics and regressive analysis are being used as statistic models. Therefore, 450 sets of questionnaires are given, only 412 sets valid to use and 38 sets count as invalid. The percentage of valid returns is 91.56%. The result of the study found: (1) The physical channel has higher influence on men to purchase skincare products than the on-line channel. (2) The involvement level will postitively influence men’s willingness of skincare product purchasing. (3) The perceived risk will influence the willingness of men’s skincare products purchase positively. In consequence of the study, we concluded three factors for the further practical study. Key words: men’s skincare product, purchasing intention, channel, involvement level, perceived risk |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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