| With the development of science and techonology, and the improvement of the socialstatus of women, many cosmetics have been also produced with conforming to consumers’demands. So the cosmetics consumers’ psychology and behavior researches also caused thewidespread concerns.In recent years, the study of consumer behavior is increasing, but the previous studieslack the cultural perspective relatively, especially, the perspective of uncertainty avoidancecultural dimension is less. So this paper mainly used the approach of quesionnaire toinvestigate the473cosmetics consumers from the three aspects: consumer demand,consumption idea and consumer choice, in order to find the consumer behavioraldifferences in their domestic and imported (Japaness and American) cosmetics purchases.The study is both the refinement of uncertainty avoidance researches, and also is theextension of consumer behavior studies.Through survey, it can be found that among the involved90cosmetics instructions ofthree origins (China, America and Japan), Japanese cosmetics instructions illustrated themost detailed requirements and precautions, and followed by domestic cosmeticsinstuctions, and the last was American cosmetics instructions. On the consumer behavioraldifferences, it can be found that the young consumers (no more than35years old) wouldrather choose the products that from the Low-UAI country, and the middle-agedconsumers (more than35years old) prefer the products that from High-UAI country;consumers’ concern degree was higher in High-UAI country’s products than Low-UAIcountry’s products; consumers tended to the quality of products which were from High-UAI country, and preferred the service of products that were from Low-UAI country. Andthen this paper analyzed the factors that influence consumer behaviors, which were dividedinto internal factors: individual factors and psychological factors; and external factors:cultural factors, social factors and political factors. |
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