大陸保養品市場裡，男女消費族群都有舉足輕重的地位，但是男女消費族群有著截然不同的消費習性與特色，因此本研究欲探討兩性網路上購買保養品的差異。本研究以計劃行為理論為基礎，驗證大陸大學生上網購買保養品的購買意願模式，探討大陸大學生的態度、主觀規範、知覺行為控制對購買意願的影響以及分析男女兩性別的購買意願模式差異性。根據本研究目的，本研究於2012年5月間，進行網路問卷調查，得到526位有效問卷樣本，並以結構方程模式 (Structural Equation Modeling, SEM)進行資料分析，所得結論如下： 一、態度對購買意願:女性模式下，態度對購買意願具有顯著的正向影響，因此當女性消費者對網路購買保養品的態度越正向，購買意願就會更強烈；二、主觀規範確實會正向影響購買意願:男性模式以及女性模式，均顯示主觀規範對於購買意願具有顯著的正向影響，因此當消費者對網路購買保養品的主觀規範程度越正向，購買意願就會更強烈；三、知覺行為控制不顯著影響購買意願。

Both consumer group of men and women have a pivotal position in cosmetic market, but they have different consumption habits and characteristics. This study explores the differences of gender consumers buy skin care products through internet. The study based on the theory of planned behavior, and it explored college students in People’s Republic of China how their attitude, subjective norm, perceived behavioral control affect willingness to buy skin care product via and analysis different gender purchase intention model differences.
According to the purpose of this study, the research network survey in May 2012, to obtain a sample of 526 valid questionnaires data. The questionnaire measurements were modified based on the result from reliability analysis, validity analysis and correlation analysis on the collected data. And then, this paper made fit analysis on the hypothetical model by using structural equation modeling.
The study shows: First, attitude has a significant positive impact on purchase intention in female mode, thus when the more positive attitude of female consumers buy skin care products via internet, will be stronger purchase intention. Second, subjective norms will have positive influence on purchase intentions with male model. In female model, subjective norms has a significant positive effect on purchase intention. Third part, perceived behavioral control does not significantly affect purchase intention.

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