夏门地区男性消费者护肤品冲动购买实证研究

An Empirical Study of the Impulsive Cosmetics Buying of Male Consumers in Xiamen

随着社会的发展和进步，越来越多的男性成为护肤品的目标消费者。各男性护肤品品牌也在寻求方法刺激消费者产生购买冲动。本文通过问卷调查法，聚焦厦门地区的男性消费者，探究影响其护肤品冲动购买意图的因素，并研究冲动购买行为特质对其影响。

With the development of society, more and more male consumers have become the target consumers of cosmetics. Vendors also try hard to incite the impulse buying intention of male consumers. Through questionnaire method, this research focuses on the male consumers in Xiamen to find factors that affect the intention of impulsive cosmetics buying as well as to study the effect of impulsive buying trait.