In recent years, the public was gradually turning their attention to social issues; also the customers were starting to focus on the sense of identity when selecting products. Additionally, the wide expansion of cosmeceutical industry in Taiwan, included both domestic and foreign chained brands, has led to competition among companies. To stand out from the crowded market of cosmeceutical industry has already been all companies’ ultimate target.
In the last decade, previous research on investigating the relationship between
purchase intention and customers’ trust, service value, and perceived value in cosmeceutical stores has been done; therefore, the purpose of this study was to investigate the relationship between the cause related marketing and purchase intention. In addition, previous studies also s howed that the positive dissemination and brand belief would increasing customers’ purchase intention; hence, another aim of this study was to find out that the effect of word of mouth and brand images as mediators in the relationship between cause related marketing and purchase intention. Finally, w ith the more accessible inform ation on social media in modern society, customers tend to make impulse purchase in their daily lives ; thus, the effect of impulsive buying tendency as a moderator variable in the relationship between brand image and purchase intention was also examined in the study.
The research aimed at the customers of cosmeceutical chain stores. In this study, 313 valid questionnaires were collected through online quest ionnaires. The results showed cause related marketing has a positive effect on purchase intention; als o, word-of-mouth and brand image have partially mediating effect between cause related marketing and purchase intention. However, impulsive buying tendency had no significant effect on the relationship between brand image and purchase inte ntion as a modera tor variable. Based upon the above mentioned resul ts, this study offered pertinent theories and the meaning of management for the cosmeceutical industry operators.
