国货美妆的新浪潮——顾客感知价值驱动购买意愿的机理研究

A New Wave of Domestic Beauty—Research on the Mechanism of Customers’ Perceived Value Driving Purchase Intention

摘要: 近年来我国的国货美妆品牌迅速崛起，品牌竞争大时代也已经到来。顾客感知价值决定了顾客的对产品服务的认可度，从而影响购买意愿和再惠顾。因此，在商业实践中国内美妆企业需要从多方面提升顾客的感知价值。本文在参考已有研究成果的基础上，以国货美妆消费群体作为研究对象，构建美妆顾客感知价值模型，探索顾客感知价值对其购买意愿的影响机理。研究结果显示，目前我国化妆品的消费者对中国化妆品的认知度偏低，国产化妆品感知价值仍有较大提升空间；回归分析结果表明，国妆消费者的感知价值显著正向影响其购买意向，且感知价值越高其购买意向越强。以期本文研究成果能够对于美妆企业的发展提供指导意见。

Abstract: In recent years, China’s national beauty brands have risen rapidly, and the era of brand competition has arrived. Customer perceived value determines the degree of customer recognition of the product and service, which affects the willingness to buy and re-visit. Therefore, in business practice, domestic beauty companies need to improve the perceived value of customers from various aspects. Based on the existing research results, this paper takes the national cosmetics consumer group as the research object, constructs a model of the perceived value of cosmetics customers, and explores the mechanism of the influence of the perceived value of customers on their purchase intention. The results of the study show that at present, consumers of Chinese cosmetics have low awareness of Chinese cosmetics, and there is still much room for improvement in the perceived value of domestic cosmetics; regression analysis shows that the perceived value of Chinese cosmetics consumers significantly and positively affects their purchase intention, and the higher the perceived value, the stronger their purchase intention. The results of this paper can provide guidance for the development of beauty enterprises.