本研究主要目的是在探討化妝品形象認知與行動意向對計畫性購買影響之研究;採用隨機立意抽樣方式,回收有效問卷為543份,本研究採用spss21.0統計套裝軟體,進行資料分析,而統計方法包括:描述性統計、信(效)度分析、單因子變異數分析、迴歸分析等。本研究結論五點,說明如下:一、形象認知變數對行動意向變項間呈現顯著的正向之相互關聯作用影響。二、行動意向變數與計畫性購買變項間呈現顯著的正向之相互關聯作用影響。三、形象認知變數對計畫性購買變數之間呈現顯著的正向之相互關聯作用影響。四、行動意向對形象認知與計畫性購買變項之間具有良好中介關係。五、人口變數對形象認知、行動意向與計畫性購買具顯著性差異存在。
The main purpose of this study was to explore the impact of cosmetic image cognition and action intention on the planned purchase; used random sampling method, 543 valid questionnaires were collected. This study used spss21.0 statistical software package for data analysis. Statistical methods include: descriptive statistics, letter (efficiency) analysis, single factor analysis of variance, regression analysis, and so on. The five points of this study were as follows: First, the image cognition variable had a significant positive correlation effect on the action intention variables. Second, the action intention variable and the programmatic purchase variable show a significant positive correlation effect. Third, the image cognition variable had a significant positive correlation effect on the planned purchase variables. Fourth, the intention of action had a good intermediary relationship between image cognition and programmatic purchase variables. Fifth, demographic variables had significant differences in image cognition, action intentions, and planned purchases.