美妝產品綫上購買意願影響因素之分析

The Analysis of Influence Factors of Consumers’ Online Purchase Intention in Cosmetic Products

黎小安(THI-TUAN LE)

指導教授 ： 陳益壯

朝陽科技大學/管理學院/企業管理系/碩士(2016年)

摘要

電子商務市場潛力巨大，尤其是綫上購物，但發展的每一個動作之前，我們必須明白，消費者在綫上購買的活動的關鍵影響因素。本文旨在調查綫上消費的決策過程和評估怎樣的文化、社會、個人和環境因素可能影響到客戶的綫上購物。
本研究主要探討美妝產品形象、動機與各個生活型態因素與在綫上購買意願之間的相互關係。運用 SPSS Statistics 20 統計方法進行資料分析，研究結果發現：(1) 動機對購買意願有顯著的正向影響；(2)喜好穩定生活者對購買意願有顯著正向影響。
使用動機經驗時，生活型態的喜好穩定性對購買意願的形象會隨著提升，因此良好的形象會加深顧客擁有品牌 之程度，而提高顧客購買意願。

關鍵字

美妝產品 ； 生活型態 ； 使用動機 ； 綫上購買

並列摘要

Online shopping has been an important dicussed topic as a result of rapid development of the internet. Online shoppers behaviors may be influenced by a number of factors. Thus, the purpose of this study is to investigate the decision-making process and the effects of culture, social, personal and environmental factors on consumers’ online shopping behaviors.
Using cosmetics products as the main survey sample data, this study examines the influences of motivation and different lifestyles on purchase intention. Adopting SPSS 20. Statistical software to analyze the survey data, empirical results show that ： (1) motivation is significantly and positively related to purchase intention, (2) Consumers with stable lifestyle is significantly and positively related to purchase intention. The findings of this study provide important implications for both academic researchers and practitioners.

並列關鍵字

Beauty Products ； lifestyle ； Motivations ； Online purchase

參考文獻

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