The Study Of Cosmetics Purchase Behavior Preference

With the development of social economy and people living standard rise generally, thepursuit of people also began to present diversity. People in the pursuit of beauty is undergoingtremendous changes in today’s society that the matter is extremely rich. Modern people notonly pay attention to dress but also pay more attention to facial mole. Cosmetics have becomea necessity for people. In the cosmetics market competition so intense circumstance falls, howto develop the domestic market better, how to combine with market demand, how to make theproduct more widely recognized by consumers, how to promote the domestic consumerdemand and stimulate and digging the potential consumer groups, how to understandconsumer needs better, how to provide products and services better, how to enhance thecompetitiveness of enterprises become our country cosmetics enterprises need to solve theproblem.In this paper, drawing on domestic and foreign purchase behavior preference of relevant theories and research based on, to skin care products as an example, summed up the brandcognitive brand attitude, brand image, brand trust, perceived risk of the formation influence.At the same time, the brand attitude, brand image, brand trust on brand preference formationhas impact so as to influence the purchasing behavior, and the perception of risk influence thepurchasing behavior directly. And this article is on the basis of previous studies put forwardmy own theory frame and the research hypothesis, this study mainly female consumer surveywas conducted by questionnaires, the use of SPSS17.0, AMOSl7.0statistical analysis softwarefor all data processing, using factor analysis to detect questionnaire reliability, validity, usingstructural equation model test of goodness of fit hypothesis, finally we conclude the bestmodel path. Finally, according to the related research conclusion, on cosmetics enterprises andputs forward corresponding countermeasures and suggestions, in order to reflect the relatedbusiness help, and points out the limitations of this study and future research directions.