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研究生: 陳明草
研究生(外文): Tran Minh Thao
論文名稱: AStudyonVanityTrait,BrandImageandSelf-ConceptAffectingPurchasingBehaviorofConsumer:ACaseofCosmeticProducts
論文名稱(外文): A Study on Vanity Trait, Brand Image and Self-Concept Affecting Purchasing Behavior of Consumer: A Case of Cosmetic Products
指導教授: 廖冠傑
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 經營管理研究所
論文出版年: 99
畢業學年度: 98
語文別: 英文
論文頁數: 114
中文關鍵詞: conceptCustomer Purchasing BehaviorCosmetic
外文關鍵詞: Vanity TraitBrand ImageSelf-conceptCustomer Purchasing BehaviorCosmetic
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  • 被引用:0
  • 點閱:42
  • 評分:*****
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In the 21st century of today, international economic situation have been growing up rapidly in the recent years. Furthermore, among the Asia Pacific markets, Vietnam is the fastest growing market.
The general purpose of this study is to investigate the relationship between Vanity Trait, Brand Image, Self-Concept and Consumer’s Purchasing Behavior using quantitative methods. The study attempts to find out the elements affecting consumers’ purchasing behavior of consuming cosmetic products. We use convenience sampling questionnaire to execute the samples and ANOVA, T-test, Regression Analysis and Discriminant Analysis apply to confirm the relationships of hypothesis. This study randomly surveyed 350 Vietnamese participants who have experience in consuming cosmetic products in Vietnam market and received a total of 308 valid questionnaires.
The results showed that except the function of cosmetic product weren’t significant influenced consumer’s ideal self and the symbolic of cosmetic product weren’t significant influenced consumer’ actual self, all of factors significantly influence. For the construct of Purchasing Behavior, we have only four significant predictors, namely Experience with Self concept score, Function with Self concept are the strong predictors and Symbolic of Brand Image, Self Concept are the poor predictors when customer purchases Other brand, except those cosmetic brand like Shiseido or The Faceshop, or Maybelline, or Avon, or Oriflame.
The results of this study are hoped to be the efficient constructive sources for the marketing researchers to understand the critical factors that influence Vietnamese consumer’s cosmetic consumption and contribute the competitive marketing campaigns in Vietnam market.


............................................73
Table 4.35 Structure Matrix of PF (Other) and Vanity Trait, Brand Image, Self Concept……...74
Table 4.36 Canonical Discriminant Function Coefficientsof PF (Other) and Vanity Trait, Brand Image, Self Concept.................................................................................................................75
Table 4.37 Classifications Results of PF (Other) and Vanity Trait, Brand Image, Self Concept..76
Table 4.38 Summarized results of the testing hypotheses.............................................................78

LIST OF FIGURES
Figure 1.1: Cosmetic market performance by region..................................................................... 2
Figure 1.2: Market share for imported cosmetics products............................................................ 6
Figure 1.3: Research Flow Chart.................................................................................................. .9
Figure 3.1: Research Framework.................................................................................................. 34


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