Modern people pursue skin beauty no longer stays at the stage of basic skin maintenance. Some of them turn to the assist of cosmetic surgery, but some choose to use low-risk and good-effect cosmeceuticals. Recently, the fast growth of beauty care market scale has attracted lots of leading cosmetics brands going to the segmentation of market. Especially, as consumers face many products to choose from, whether country-of-origin and consumers¡¦ product knowledge affect their purchase intention becomes the main point of this study.
Furthermore, the study also seeks to explore the customer¡¦s satisfaction toward different Country-of-Origin(COO) and the effect of COO on customer¡¦s satisfaction through using demographics variables and channel types as mediating variables. On the other hand, the relationship between demographics variables and channel types is also worthwhile to examine.
This study selects the consumers who have ever used cosmeceuticals from America, France, or Taiwan as the study objects. The results show as the following. First, this study discovers that self-selective and online shopping are the channels which consumers often have access to. Second, the finding also supports that both of COO and consumer¡¦s product knowledge have positive effect on consumer¡¦s purchase intention. Third, consumers using French products are more satisfied than ones using Taiwan¡¦s products. Last, the influence of COO on purchase intention for neither demographics variable nor channel types are not significant.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0610109-212127 |
| Date | 10 June 2009 |
| Creators | Huang, Ciou-Jhen |
| Contributors | Pei-how Huang, Tsuang Kuo, Tai-hwa Chow, kimjean Chow |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0610109-212127 |
| Rights | not_available, Copyright information available at source archive |
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