台灣的保養品產業競爭激烈，歐美日保養品牌一直是台灣人心中國際精品品牌，近年來韓系品牌也大舉進入台灣，台灣當地的保養品牌如何在台灣消費者的選擇中增加優勢。本研究的目的在於協助台灣保養品牌商了解不同人格特質的消費者對於主觀規範及社會規範的相關性及其對品牌的認同，進而消費者的再購買意願。本研究利用外控人格特質、主觀規範、社會規範、品牌認同及再購買意願做變項的分析，深入探討其相互關係。
本研究透過使用樣本的特徵分析、一階驗證性因素分析、信效度分析及AMOS及結構方程模式進行311份網路問券樣本分析與驗證，獲得研究結果如下所列:
一、外控人格特質對於主觀規範有正相關
二、外控人格特質對於社會規範有正相關
三、主觀規範對於品牌認同有正相關
四、品牌認同對於再購買意願有正相關
五、品牌認同對於再購買意願具有正相關
依據研究結果，本研究提出，以及對後續研究者提供一些議題供作參考，期待未來會有更多協助台灣美妝保養品牌了解消費者購買行為。

Abstract
Cosmetics can be divided into skincare, haircare and facial-care cosmetic products, depending on their purposes; where skincare here refer to the cosmetics that can be used to sustain facial look more elegant. How the major consumers of skincare would like to continuance purchase skincare products is subjected to this study.Then, this study aims to understudying what personality with external locus of control related to social and subjective norms that affect brand identity and repurchase intention.
The research collected 311 responses were validated for the first-order confirmatory factor analysis (CFA) to select questionnaire items in each construct. The software of SPSS was also used to analyze reliability and validity of questionnaire. Then use AMOS 20.0 to test the model fit and structural equation modeling to verify the hypotheses. The results of this study revealed that 1. The person with external locus of control was positively related to subjective norm and social norm. 2. Subjective norm and social norm were positively related to brand identity. Finally, brand identity was positively related to repurchase intention. The implication of this study suggested that local skincare firms can create brand identity to increase the repurchase intention by inviting well-known people to advertise their products; or using social media to promote e-word of mouth.

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