顾客感知价值男士护肤品购后行为的关系研究(2)
References 23
Appendix I 24
Appendix II 26
A Study of the Effects of Customer Perceived Value on Post-purchase Behavior of Consumers of Men’s Skincare Products
Chapter One Introduction
1.1 Research Background
At present, as people’s concept of consumption and fashion has changed so quickly, the skincare products sector which severs for women mainly before is now gradually transferring to male consumers. And now, many multinational brands such as L’Oreal 、Dior and Channel all seize opportunities to launch their own men’s skincare products to preempt half of the market. Just in several years, the market of men’s skincare products is developing rapidly, especially in some developed countries in Europe where its market share accounts for 30% of the whole and the sale rises of global men’s skincare products rises by more than 50% (Yang Xingbo, 2013, p.23). However, compared with the mature female market of skincare products, the development of men’s skincare products in China is still in its infancy.
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