【摘要】：伴隨著科技的發(fā)展、社會的進步和女性社會地位的提高,許多化妝品也順應人心推出。而化妝品作為消費者廣泛使用的日常用品,并且與人體直接接觸,關系消費者的身體健康與安全。所以,消費者對化妝品的消費心理及消費行為的研究，也引起了學者的廣泛關注。 近幾年來，消費行為學的研究日漸增多，但有關文化的研究角度就比較缺乏，而從霍夫斯泰德文化維度中不確定性回避的角度進行研究則更為少之。所以本文主要采用問卷調查法，從不確定性規(guī)避的視角出發(fā)，對473名國內化妝品消費者進行調查，從消費需求，消費觀念及消費選擇三個方面來分析中國消費者對國產及進口化妝品(日本及美國)進行消費時，消費行為中的差異，這既是對不確定性規(guī)避研究的細化，同時也是對消費行為學研究的豐富和延伸。 通過調查發(fā)現，在參與調查的90份中美日三國化妝品說明書中，日本產品的說明書對使用要求及注意事項等規(guī)范說明的最為詳細，其次是中國產品說明書，最后為美國產品說明書。而在消費者消費行為差異調查中發(fā)現，在消費需求方面，青年消費者（不超過35歲）更傾向于不確定規(guī)避指數低的國家的產品，而中年消費者（超過35歲）傾向不確定規(guī)避指數高的國家的產品；在消費觀念方面，消費者對名牌的重視程度與消費者的學歷及收入都存在著關系，消費者的學歷越高，收入越高，則對名牌產品的重視程度越高，其次，消費者對不確定性規(guī)避指數高的國家的名牌產品的重視程度高于不確定性規(guī)避指數低的國家；在消費選擇方面，消費者傾向于不確定規(guī)避指數高的國家產品的質量，以及不確定規(guī)避指數低的國家產品的服務。文章還對影響消費者行為差異的因素進行了分析，，分為內部因素及外部因素。
[Abstract]:With the development of science and technology, the progress of society and the improvement of women's social status, many cosmetics have been introduced. Cosmetics, which are widely used by consumers, are in direct contact with the human body, which is related to the health and safety of consumers. Therefore, the consumer's consumer psychology and behavior of cosmetics, also attracted widespread concern of scholars. In recent years, the study of consumer behavior is increasing day by day, but the research angle of culture is relatively scarce, and the research from the angle of uncertainty avoidance in the cultural dimension of Hofstede is even less. So this article mainly adopts the questionnaire survey method, embarks from the uncertainty circumvention angle of view, carries on the investigation to 473 domestic cosmetics consumer, according to the consumption demand, This paper analyzes the differences in consumer behavior when Chinese consumers consume domestic and imported cosmetics (Japan and the United States) from three aspects: consumption concept and consumption choice, which is not only a refinement of the research on the avoidance of uncertainty, At the same time, it is the enrichment and extension of the study of consumer behavior. Through the investigation, it was found that of the 90 cosmetic manuals of China, the United States, Japan and Japan, the instructions for Japanese products were the most detailed in terms of usage requirements and matters needing attention, followed by the instructions for Chinese products. The final product specification for the United States. In terms of consumer demand, young consumers (no more than 35 years old) were more likely to be uncertain about products in countries with low indices, according to a survey of consumer behavior differences. Middle-aged consumers (over 35) tend to be uncertain about products in countries with high indices; In terms of consumption concept, there is a relationship between consumers' attention to famous brands and their education and income. The higher the educational background of consumers, the higher their income, the higher the level of attention to famous brand products, and the second, Consumers pay more attention to famous brand products in countries with high uncertainty avoidance index than countries with low uncertainty circumvention index; In terms of consumption choice, consumers tend to be uncertain about the quality of products in countries with high circumvention index and the service of products in countries with low index. The paper also analyzes the factors affecting consumer behavior differences, including internal factors and external factors.
【學位授予單位】：西安外國語大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.55;F416.72

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