Abstract Objective: The purpose of this study is to investigate the associations between the different education background of young female consumers, with and without medical education, and their buying behavior in the chain cosmeceutical shop based on concept of E.K.B. model ( Engel, Blackwell and Kollatt model ) , the decision making process model ( Engel, Blackwell and Kollatt ,1993) . Design: The study was empirically tested using data collected from 365 questionnaires answered by the female consumers in big Kaohsiung area. The structural equation modeling technique was used to evaluate the causal model and confirmatory factor analysis was performed to examine the reliability and validity of the measurement model. Additionally, the linear regression was used to test the null hypothesis. Measurement: Questionnaire administered items measuring the buying behavior of young female consumers, store selection and consumer behavior, the satisfaction of chain cosmeceutical stores, the professional image of pharmacists and life style, in chain cosmeceutical stores. Results: The findings indicated that the satisfaction of chain cosmeceutical stores, the professional image of pharmacists, life style and educational background significantly affected the store selection and consumer buying behavior. Conclusion: This study provides a means to understand what factors impact on the young females¡¦ buying behavior in chain cosmeceutical stores and how this may affect their future consumption. In addition, this study reveals marketing implications relevant for chain cosmeceutical stores considering consumer segmentation of young females, and applies this customer segmentation as marketing strategy.