消費者態度差異對比研究──以中外化妝品牌為例

A Comparative Study on the Variances of Consumers Attitude - Taking Chinese and Foreign Cosmetics Brands as Examples

隨著生產力水準和人們消費水準的提高，及PM2.5超標等環境污染問題日漸突出，人們開始將更多成本和精力投注到企業形象上。化妝品市場雖然在2015和2016兩年增速放緩，但自2017年開始，化妝品市場開始提升，零售總額達到2514億元，同比增長13.5％，到2020年化妝品市場的總規模將會達到4,950.05億元。JDND消費指數──《2017美妝消費報告》顯示，消費者護膚與美妝意識顯著增強。新世代（80後、90後）是護膚美顏的主力軍，18至25歲用戶開始顯露出高端，使用國際大牌。隨著“男色”時代的崛起，男性也正在成為美妝的消費主力之一。通過對化妝品市場、消費者態度和中外品牌態度對比的研究和分析，本研究得出以下結論。第一，消費者態度是由認知成分、情感成分和行為意向成分組成的，它們也對消費者的購買行為和決策產生影響。第二，不同性別、年齡、婚姻狀況、學歷、職業和收入水準的化妝品消費者，對認知要素此項呈現顯著差異。因此，本研究建議化妝品企業，應當對當下化妝品消費者的消費特點有所學習和研究，完善電商平臺的服務，實體專營店可以結合物聯網等新興概念，打造其獨特的品牌形象，最終擴大其在市場的影響力。

With the improvement of both the domestic capacity and Chinese people's income level, together with the phenomenon of environmental degradation, such as the elevated PM2.5 of the air, people began to pay more attention to their own appearances and images. Although the growth rate of cosmetics market in China has slowed down in 2015 and 2016, the cosmetics market has begun to perk up since 2017. The total retail sales volume has reached 251.4 billion yuan, whose year-on-year growth is 13.5%. The total size of cosmetics market will reach 4,950.05 billion yuan by 2020.JDND Consumption Index - the 2017 Beauty Makeup Consumption Report indicated that consumers could significantly enhance its awareness of skin care and beauty makeup and consumers who were born after 1980 or 1990 would be the main segmentation of skin beauty. What's more, 18-to-25-year-old consumers start to show high-end buying power, namely the purchase of international brands' products. With the rise of the ''male'' era, men are becoming one of the main consumers of beauty makeup.Through the research and analysis on cosmetics products market, general consumer attitudes as well as consumer attitudes towards Chinese and foreign cosmetics brands, the following conclusions are drawn from this study. First of all, consumer's brand attitude is composed of cognitive elements, emotional elements and behavioral elements and they make an impact on the consumer's purchase behavior and decision-making. Secondly, there are at least significant difference in the cognitive attitudes of cosmetics consumers towards Chinese and foreign brands in terms of different gender, age, marital status, educational background, occupation and income level. Therefore, this study suggests that cosmetics companies should study the current cosmetics consumer diversification of consumer characteristics, through optimizing the innovative service on E-commerce and associating Internet of Things with physical stores, to create its own unique brand, and to eventually expand its influence in the market.