The Exploration of Critical Factors to Young Generation Choosing Korean Budget Cosmetics as a Trend: A Case Study of Taiwan
摘要：
Due to the rapid progress of domestic economy in Taiwan, the cosmetic market has grown year by year. During the same period, Korean drama became popular in Taiwan. Many young students or some men on the cutting edge of trends have begun to use cosmetics. In particular, budget cosmetics have intervened in people's daily necessities, and that promoted the boom of the Korean budget cosmetics market performance in Taiwan. The research was to explore some marketing strategies applied in Taiwanese cosmetic market and their effects. Korean brand manufacturers invited hot stars to endorse their products; as a result, it successfully attracted a lot of fans to enhance their purchasing intention and behavioral intensions. Besides, Korean budget cosmetics have had excellent brand image and reputation on the Internet, such as B to C platform, social network sites, bloggers, and so on. Most respondents had the experience of being to the cosmetic physical stores or websites and got product information from many different channels. Ultimately, the manufacturers of Korean cosmetics applied many marketing strategies to promote their products successfully in Taiwan. The above results had attained to significant differences. Taiwanese people felt satisfied with their budget products, and then born brand awareness which resulted in effective purchasing decisions and behavioral intentions.
