A Study on factors influencing on consumer attitude and purchase intention toward cosmetics

A Study on factors influencing on consumer attitude and purchase intention toward cosmetics

黎陳安姜(Le Tran Yen Khuong)

指導教授 ： 陳怡穆

義守大學/管理學院/企業管理學系/碩士(2021年)

摘要

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關鍵字

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並列摘要

The results of this study exams the relationship between the factors of knowledge, social norms, femininity, attitude towards cosmetic products and purchase intention in Taiwan. To figure out how the elements in a category are internally consistent, Cronbach’s alpha value was assisted. Questionnaires were distributed to 200 people in Ishou University and residents who live in Nanzi, Kaohsiung city from July to August 2019. Afterward, 199 questionnaires were procured for the sample.
The results asserted there is a positive significant effect of knowledge, social norms, femininity and attitude to cosmetic products. There also influence on purchase intention on buying cosmetic products from various retail organizations and companies selling cosmetic products. There are accommodating advantages for organizations as well as sales managers in making promotions and sales strategies to increase product sales.

並列關鍵字

Knowledge ； Social norms ； Femininity ； Attitude towards cosmetic products ； Purchase intention

參考文獻

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