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研究生:蔡閔仰
研究生(外文):Min Yang Tasi
論文名稱:女學生對化妝品的依存度-以高中及大學女學生為例
論文名稱(外文):A STUDY OF COSMETIC DEPENDENCE FOR FEMALE STUDENTS-A CASE STUDY FOR FEMALE STUDENTS IN SENIOR HIGH SCHOOLS AND UNIVERSITIESA STUDY OF COSMETIC DEPENDENCE FOR FEMALE STUDENTS-A CASE STUDY FOR FEMALE STUDENTS IN SENIOR HIGH SCHOOLS AND UNIVERSITIESA s
指導教授:梁文科梁文科引用關係
指導教授(外文):Wun Ke Liang
學位類別:碩士
校院名稱:南台科技大學
系所名稱:應用英語系
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:99
畢業學年度:99
語文別:英文
論文頁數:91
中文關鍵詞:化妝品依存度消費者化妝品自變數年齡層消費者行為
外文關鍵詞:consumer behaviorcosmetics
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本研究目的是要探討女學生最重視哪一種化妝品以及不同的生活型態及人口統計變數是否會影響她們的購買決策。因此,本研究以生活型態變數及人口統計變數作為自變數,探討此2個變數是否會影響消費者的購買決策。本研究的樣本為高中及大學女學生。本研究是採用滾雪球方式在2010年7月18到2010年11月22日來發放問卷。資料分析部份則使用敘述性統計、因素分析、信度分析、集群分析、交叉列表和卡方檢定及T檢定。
隨著學生消費能力持續上升以及流行區使消費者趕上流行,因此消費者需要知道女學生的需求並進一步的想出可以鞏固此年齡層消費者的策略。
This study aims to explore which kind of cosmetics that teenagers demand most and if different lifestyle and population statistic variables affect their purchasing decision. Thus, this study takes lifestyle variable and population statistic variable as independent variables and attempts to explore if both of the variables affect teenagers’ purchasing decision. The participants are female students. This study takes snowball as sampling technique and delivers 360 questionnaires during the 18th of July in 2010 to the 22nd of November in 2010. The data analyses were descriptive statistics, factor analysis, cluster analysis, reliability analysis, crossable and Chi-square test and T-test.
As students’ consumption keeps increasing and fashion trend urges consumers to catch on it, the entrepreneur might need to understand female students’ demands and find strategies to consolidate consumers in this age group.
Keyword: consumer behavior, purchasing behavior, lifestyle variable, population statistic variable, cosmetic category
Chapter 1: Problem to be Investigated
Research Problem Description ...1
Delimitations of the Problem .2
Limitations .2
Research Questions .3
Hypotheses…………………………………………………………………….3
Hypotheses One……………………………………………………….4
Hypotheses Two……………………………………………………….4
Variables……………………………………………………………….5
Significance of the Research .6
Definition of Terms .7
Chapter 2: Review of the Literature…………………………………………………...9
Market in Cosmetics .9
Consumer Behavior Theory .10
Definition of Consumer Behavior .11
Model of Buying Behavior .12
Female Consumer Behavior .20
Female Consuming motives .21
The Literature Analysis in Domestic Female Consuming Behavior .23
Teenager Behavior in Make-up………………………………………...24
Making up and Behavior of Making up ..........24
Teenagers ........25
The Relation between Behavior of Making up and Fashion...25
Cosmetic Catalog ………..28
Cosmetic Definition…………………………………………………28
Cosmetic Types and Functions………………………………………28
Definition of Dependence …30
Life Style Theory …32
Concepts and Definition of Lifestyle …32
Measurement of Lifestyle …34
Application of Lifestyle…………………………………...36
Influence of Lifestyle for Consumer Buying Decision........37
The Relation between Consumer Behavior and Lifestyle…39
Chapter 3: Methodology ….41
Introduction ….41
Population, Sample & Sampling Technique ….42
Instrument ….43
Validity ….43
Reliability ….44
Procedure ………45
Data Analysis …..46
Summary …..48
Chapter 4: Analysis and Results…………………………………………………………49
Descriptive Statistic Analysis………………………………………………………49
Analysis of Sample……………………………………………………………49
Analysis of purchasing motives, information sources and consuming reality
…………………………………………………………………………………52
Factor Analysis………………………………………………………………............55
Cluster Analysis……………………………………………………………………...56
Cluster analysis on lifestyle…………………………………………………….56
Crossable and Chi-square Test……………………………………………………….58
Analysis of Lifestyle on Consumption Reality and Cosmetic Category………..58
T-test ………………………………………………………………………….............62
Chapter 5: Conclusions and Suggestions…………………………………………………..65
Conclusions…………………………………………………………………………....65
Suggestions……………………………………………………………………………68
References…………………………………………………………………………………..70
Appendix……………………………………………………………………………………77
A A simplified description of the theory of buyer behavior……………………..77
B Questionnaire………………………………………………………………….78
C The Pre-test on Cosmetics Categories…………………………………………83
D The Pre-test on Lifestyle………………………………………………………84
E The factor loading and the coefficient of Cronbach’sαon cosmetics…………85
F The factor loading and the coefficient of Cronbach’sαon lifestyle……………86
G Distribution of Purchasing Motives on Every cluster and Chi-square Test ……87
H Distribution of Purchasing Channels on Every cluster and Chi-square Test…...88
I Distribution of Information Sources on Every cluster and Chi-square Test…….89
J The T-test of Cosmetics on Eyes, Foundation andLlip…………………………91











LIST OF TABLES AND FIGURES
Table Page
1…………………………………………………………………………………………….35
2…………………………………………………………………………………………….49
3…………………………………………………………………………………………….50
4…………………………………………………………………………………………….50
5…………………………………………………………………………………………….51
6…………………………………………………………………………………………….51
7…………………………………………………………………………………………….52
8…………………………………………………………………………………………….52
9…………………………………………………………………………………………….53
10…………………………………………………………………………………………...54
11…………………………………………………………………………………………...55
12…………………………………………………………………………………………...56
13…………………………………………………………………………………………...57
14…………………………………………………………………………………………...58
15…………………………………………………………………………………………...59
16…………………………………………………………………………………………...59
17…………………………………………………………………………………………...63
18…………………………………………………………………………………………...64
19...........................................................................................................................................66
Figure
1…………………………………………………………………………………………….14
2…………………………………………………………………………………………….17
3…………………………………………………………………………………………….20
4…………………………………………………………………………………………….22
5…………………………………………………………………………………………….23
6…………………………………………………………………………………………….31
7…………………………………………………………………………………………….38
8…………………………………………………………………………………………….40
9…………………………………………………………………………………………….42
10…………………………………………………………………………………………...60
11…………………………………………………………………………………………...61
12…………………………………………………………………………………………...62
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