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AbstractWith the development of economy, income levels improved, the concept updated,people pay more and more attention on daily skin caring. Skincare market, famous forits beautiful economy, its environment shows a more rapid development momentum.The rapid rise of various enterprises of skin care product is in order to meet consumerdemand for different products.In this paper, Jiangsu Normal university female students were selected as theanalysis object, based on facial mask as an example. This paper uses consumerpurchase motivation theory to do an in-depth inquiry on consumers of mask purchasemotivation. This paper also uses the combination of literature research andquestionnaire investigation method to study the primary buying motives that influencefemale consumers to buy mask.Study found that material, brand, optimal purchase motivations these factors arethe main concern for the most Jiangsu Normal university girls to buy facial mask.These motivations hide behind the product itself, including external factors andinternal factors. Therefore, as enterprises of skin care product, different marketingmethods should be chosen for the corresponding demand：efforts to develop highquality mask or the use of different channels of promotional mask or reduce the maskpackage cost.41976
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KeyWords：skin care products purchase motivation facial mask
摘要随着经济的发展，收入水平的提高，观念的更新，人们对于日常护肤越来越重视。以美丽经济著称的护肤品市场,其环境呈现出更加迅速的发展势头，为满足消费者对产品的不同需求，各种各样的护肤品企业迅速崛起。本文以护肤品中的面膜为一例，选取了师大女生作为分析对象，运用消费者购买动机理论，对消费者面膜购买动机进行深入探究。本文采用了文献研究法和问卷调查法相结合的方式，研究影响女性消费者选购面膜的主要购买动机。研究发现，求优、求美、求名购买动机这些因素是大部分师大女生购买面膜的主要考量。 这些动机的背后也隐藏了包括产品本身在内的一些外在因素。 因此，作为护肤品企业，可以针对相应的需求采取不同的营销手段：努力开发优质面膜或利用不同渠道宣传面膜或降低面膜包装成本。
毕业论文关键词：护肤品 购买动机 面膜
Contents
Abstract. i
摘要 ii
Chapter One Introduction
1.1 The Background and Significance. 1
1.2 The Aim of the Research.2
1.3 The Overall Structure of the Paper.. 3
Chapter Two Literature Review
2.1 Consumer Purchase Motivation.5
2.1.1 Foreign research.5
2.1.2 Domestic research 7
2.2 Skin CareMarketing.. 8
Chapter Three Theoretical Model and Research Design
3.1 Theoretical Model 11
3.2 The Design of Scale. 12
3.3 The Design and Release of Questionnaire 14
Chapter Four Results and Discussion
4.1 Results. 15
4.1.1 The sample analysis..15
4.1.2 University girls stess on the function of whiten and nourishmentg.. 16
4.1.3 Mask consumers focus on the brand and efficiency of products.17
4.1.4 The channel for buying facial mask.17
4.1.5 Six particular purchase motivation. 18
4.2 Discussion. 22
Chapter Five Conclusion and suggestions
5.1 Major Finding..24
5.2 Research Implication..25
5.3 Research Limitations..26
Reference.28
Appendix..30
Feminine consumer’s purchase motivation of skin careproducts in Normal University——take facial mask asan exampleChapter One Introduction
.1 The Background and Significance"The love for beauty is common to all men", it means that human beings areconstantly in pursuit of their beautiful appearance from the ancient times to thepresent. After the eighties of the 20th century, along with the pace of reforming andopening up, the national economy developed rapidly, and skin care products graduallybecome everyone's life necessity. According to the latest statistics, consumers use skincare products about 8 times per week and they use facial mask about 4 times per week.The great business opportunity and the fast pace of life both make more and morecosmetic enterprises expand the facial mask market.With the expansion of skin care products market and the female market ofskincare products become more and more mature. Then a large of need for newbrands have emerged in the market, for example, Kose, Hanhoo, Laneige, The faceshop and so on. This shows that the mask market competition is increasingly fierce.At the same time, the average age of consumers of skin care products isyounger than before, which shows that more and more young people are joining in theskin care consumer market. However, many scholars overlooked this part of thespecial consumers--- who are young but with low income, however, they need facial mask and other skin care products a lot. ith the development of economy, nationalincome levels improved, student’s consumption concept updated, many universitygirls pay more attention on daily skin caring. For them, facial mask not only is a kindof physiological nourishing and protecting, but also helps women set up a healthy,clean and tidy, self-confident image. However, most of students are occupied withstudy, are limited by the income, so they have to choose some quick and cheap waysto nourish their skin, and facial mask perfectly meet their need.In this paper, normal university female students were selected as theobjection of analysis, and facial mask was chosen as a case of skin care products. Dueto the lack of this part of special consumers, this paper also try to make up for theprevious studies in this area.1.2 The Aim of the ResearchModern skin care market is filled with various brands. Consumers are tend tochoose which brand of facial mask and which factors will affect the consumer'schoice both become the hot point. Consumer behavior involves a very wide range ofcontent. In this expanded consumer purchase behavior research, the aim is not only toexpand the related theoretical basis, but also to enrich the consumer behavior andbrand research theoretical framework. Large number of factors will influence thebehavioral motivation to purchase, thus different product categories and differentconsumer groups have their respective characteristics, now the domestic relatedresearch is still not deep enough. This independent research provides some usefulreference for future that related to the theme of the research.