| With the rapid development of China’s economy, people’s living level gradually improve, from the initial meet the food and clothing is given priority to enjoy the life. In the process of change, the improvement of people’s consumption level greatly promoted the development of the cosmetics industry. At the same time with the change of people’s consumption idea and fashion concept, the cosmetics industry in the past mainly severed the female customer, but now it also began to tilt to the men’s market. In Europe and the United States and other developed countries, men’s skincare market is developing rapidly, has already formed the scale in the1980s, and now has been accounted for30%share of the whole market. The multinational brands such as Nivea, L’Oreal, Dior seize the opportunity to launch its own male skincare brand to preempt the market. In recent years, the male skin care market is developing rapidly, the global sales of men’s skincare products has risen much more than50%, the future of men’s skincare market is limitless.In china, the men’s skincare market started later than those developed countries, in the recent10years to really start. At present, the general characteristics of the domestic cosmetics industry is the industry concentration is low, the space is larger, and the competition is also increasing. High income young men’s purchasing power is strong, they have higher request for the quality of life, so they are the mainly consumption power. Men today are paying more and more attention to their external image, gradually realize the importance of protect the skin. Especially the men have a stable income, they tend to be care about their own external image and dress, because this is the sign of life taste as well as an important way of social level, at the same time, they often received a good education, they are willing to pay time and money for their own external image. But, because of the different nature of work between men and women, the man may be often stay at outdoors, often accompany customer with dinner party, and inevitably smoking and drinking alcohol are more likely to cause skin problems, so they appear very urgent for skin care. So, in recent years the men’s skin care market get a rapid development.In view of this, this paper based on men’s skin care products industry as the object to research the customer perceived value and the post-purchasing behavior. However, in most of the studies, customer perceived value was still considered as an un-dimensional concept when investigated its relationship with others. And there are few researches working on Fast Moving consumption good while lots of them on the service. This article constructs a multi-dimensional measuring scale based on the multi-dimensional model of customer perceived value. The measuring scale can be used for investigating the three dimensions of customer perceived valu--functional value, emotional value and social value. and this paper analysis the relationship between the three dimensions of customer perceived value and the post-purchasing behavior. Specific research contents include the following aspects:(1) Introduce the developing progress of men’s cosmetics, and put up with the idea of constructs a multi-dimensional measuring scale based on the customer perceived value. Pointed out this article’s difficulties lies in constructs the multi-dimensional measuring scale and analysis the influence factors.(2) This paper reviewed the present situation, market demand and trends, product properties of men’s cosmetics. Reviewed the theory of customer perceived value and post-purchasing behavior, provided a basis for the further research.(3) Based on the related literature, this paper build a theory model and put forward research hypothesis. This model includes the following variables: functional value, emotional value, social value, repeat purchase, pays more and word of mouth spread.(4) Adopts the way of interview and questionnaire survey to collect the data, through the exploratory factor analysis and confirmatory factor analysis to processing the data, ultimately determine the multi-dimensional measuring scale.(5) The paper carries out a probing research on pilot model according to the investigation date. The date acquired from spot check is analyzed statistically by means of AMOS18.0and SPSS18.0software of statistics, and it verifies the reliability of date through reliability analysis. It also verifies the rationality of index and questionnaire. The assumed structural equation model is optimized and verified. The assumption put forward in the paper is primarily verified by structural equation model.(6) Based on the empirical analysis results, gives the research conclusion. At the same time, points out the limitation of the research and the prospect of future research.According the analysis, the paper reached the following conclusions:(1) Construct a multi-dimensional measuring scale based on the customer perceived value.The multi-dimensional measuring scale has15indicators, respectively belonging to:functional value dimension, social value dimension and emotional value dimension. At the same time, The multi-dimensional measuring scale has the following characteristics:first, the description of the emotional value is more vivid and concrete, the words of the emotional value is more close to the male consumers. Second, in the social value not only emphasized the male social hierarchy, more embodies the personal image of the male consumers.(2) Verify the relationship between customer perceived value and post purchasing behavior for men’s cosmetics.Research has shown that functional value has significant positive influence on premium payments. If the male consumers perceived a higher functional value of the product, the more likely inclined to purchase this product at a premium, the empirical results show that functional value has not significant influence on repeat purchase and word of mouth spread.Emotional value has significant positive influence on repeat purchase, premium payments, and word of mouth spread. The men’s cosmetics belong to fast moving consumption goods, the male consumers are more easily affected by personal emotions. So if the male consumers perceived a higher Emotional value of the product, the more can promote the generation of male consumers positive post-purchasing behavior.Social value has significant positive influence on repeat purchase, premium payments, and word of mouth spread. For men, the social value not only includes social level, also including personal image of male consumers. Therefore, if enterprises can give male consumers excellent social value, the more can promote the generation of male consumers positive post-purchasing behavior.The innovative points of the research include follow aspects:(1) The object of the research. The past researches are more focused on the female consumers. However, with the development of economy and the transformation of the social concept, men’s skincare products quickly mounted the stage of cosmetics. so, this paper is focused on the male consumers.(2) Construct a multi-dimensional measuring scale based on the customer perceived value.(3)The content of the research. The past researches are mainly concentrated in the marketing channel, advertisement, and brand. This paper analyzed influencing elements through the method of structural equation mode. |
PDF Full Text Request