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Abstract As a change of people’s consumption view and fashion concept, the industry of skincare products, which mainly served the female customer in the past, began to tilt to men’s market. However, in comparison with the mature industry of female skincare products, the development of male skincare products is still in its infancy. Therefore, it is particularly important to explore and research the development of male skincare products in the present.34691
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In view of this, this article will take men’s skincare products as the subject to research the customer perceived value and the post-purchase behavior. And based on the early research, this paper builds a theory model and puts forward research hypotheses. The hypotheses includes the following variables: function value, emotion value, social value, repeat purchase, premium payment and word-of-mouth. This article carries out two questionnaire surveys, the second based on the first. The data are analyzed by SPSS19.0 and AMOS7.0. After the reliability analyses and results, the article gives some research conclusion and suggestions.
Key Words: Men’s skincare product Customer perceived value Post-purchase behavior
摘 要如今，随着人们消费观念和时尚观念的转变，过去以服务女性顾客为主的化妆品行业也逐渐转向男性顾客。然而相较于成熟的女性护肤品市场，男性护肤品市场的发展依旧处于初级阶段，因此探索和研究男性护肤品市场的发展在当下显得尤为重要。
本文以男性护肤品为研究对象，从顾客感知价值和购后行为的关系进行研究,并在相关研究的基础上构建其顾客感知价值理论模型、提出理论假设。其中包含以下几个结构变量：功能价值、情感价值、社会价值、重复购买、溢价支付和口碑推荐。与此同时，本文借助两次问卷调查，运用SPSS19.0和AMOS.7.0统计软件进行数据的分析并得出相应的研究结论，提出研究建议，希望能给男性护肤品行业未来的营销发展提供一些可借鉴的理论依据。
毕业论文关键词：男士护肤品 顾客感知价值 购后行为
Contents
Abstract i
摘 要 ii
Cahpter One Introduction 1
1.1 Research Background 1
1.2 Significance and Purpose 2
1.3 Methodology 2
Chapter Two Literature Review 4
2.1 Customer Perceived Value 4
2.1.1 The Definition of Customer Perceived Value 4
2.1.2 Three Dimensions of Customer Perceived Value 4
2.2 Post-purchase Behavior 5
2.2.1 The Definition of Post-purchase Behavior 5
2.2.2 Three Dimensions of Post-purchase Behavior 5
2.3 Theoretical Model of the Effects of Customer Perceived Value on Post-purchase Behavior of Consumers 6
2.4 Some Other Researches on the Effects of Customer Perceived Value on Post-purchase Behavior Consumers 7
Chapter Three The Hypotheses based on the Effects of Three Dimensions of Customer Perceived Value on the Three Dimensions of Post-purchase Behavior of Consumers 9
Chapter Four Questionnaire Research 10
4.1 The First Questionnaire Research 10
4.2 Data Analyses of Research 10
4.3 The Second Questionnaire Research 15
4.4 Data Analyses of Research 16
Chapter Five Data Analyses of Two Questionnaire Surveys and Suggestions 18
5.1 Data Analyses based on AMOS 18
5.2 Suggestions 20
Chapter Six Conclusion 22