隨著國人生活水準的提升，1980年代開始，化妝保養品已由奢侈品轉變為民生必需品，因此，本研究認為有必要深入了解影響化妝保養品消費者購買行為的因素。而主要研究目的在探討化妝保養品品牌與消費者購買意願之間的影響關係。當消費者選擇購買某一廠牌化妝保養品時，是否會因為品牌本身的形象、知名度、品質以及購買流程和對於品牌的忠誠度、品牌聯想等因素而影響購者購買的決定。
本研究以化妝保養品消費者為研究對象，以結構式實體問卷為資料蒐集工具，問卷對象主要為一般消費者，不設限性別、教育程度與所得，年齡是以18歲以上有購買過化妝保養品者為施測對象。共發出200份問卷，本研究總計抽取172份做為有效樣本。以相關分析針對各變數進行相關係數分析，以瞭解其關聯性、相關程度與方向，並且以迴歸分析，來檢定本研究各變數之間的影響程度，以驗證本研究之假設。
研究結果顯示，品牌權益與消費者購買行為有顯著正向影響，品牌形象對於品牌權益和消費者購買意願關係之影響具有中介效果。
With the living standard improvement, since the 1980s, cosmetic product has become luxury into necessities. Therefore, this study suggests that it is necessary to thoroughly understand the factors that affect the cosmetic products and consumer purchase intention relations. The present research investigated a brand cosmetic products and the consumer purchase intention. When consumers choose to buy a brand cosmetic products, whether because of the brand image, brand awareness, quality and purchase process, even for brand loyalty degree and brand association. Those factors affect the consumer purchase decision.
This study distributed structured questionnaires to the consumers of cosmetic product. The questionnaire mainly targeted at general consumers, not handicapping gender, level of education and income, The sample consisted of the consumers who ever buy make-up care products and the age is more than 18 years old. 200 ques-tionnaires were distributed, 172 valid questionnaires were returned. We used analysis of correlation for each variable correlation analysis and regression analysis to testify our hypotheses.
Management implications were as following：The brand equity has positive in-fluence on consumer purchase intention. The brand image has mediator influence on brand equity and consumer purchase intention.
