摘要
中国自用化妆品市场具有很大潜力和市场拓展空间,自用化妆品市场内的竞争更是日趋复杂和激烈。面对残酷的竞争,化妆品企业如何创造并传递其产品的顾客感知价值无疑是决定其成败的关键。文章利用调查问卷收集数据并从性别差异角度探讨了我国自用化妆品市场中顾客感知价值的构成构面对购买意愿的影响。研究发现不同性别消费者顾客感知价值各构成构面对购买意愿的影响存在显著差异,化妆品企业应针对消费者性别差异以系统性思维综合提高其产品的顾客感知价值。
Chinese own use cosmetics market has great potential development space.Facing fierce competitions,cosmetics companies have to expand the customer perceived value of their products.Considering gender differences,this paper collected data through questionnaires and did quantitative analysis to discuss the effect of customer perceived value on purchase intention in Chinese own use cosmetics market and made marketing advice based on the conclusions.
出处
《北京科技大学学报（社会科学版）》
2011年第1期99-103,共5页
Journal of University of Science and Technology Beijing(Social Sciences Edition)
基金
国家教育部高等学校博士学科点专项科研基金新教师基金课题(200800561073)
关键词
性别差异
顾客感知价值
购买意愿
自用化妆品
gender differences
customer perceived value
purchase intention
own use cosmetics
