Discussion on the Purchase Behavior of Female Consumers in SPA Clubs

摘要

This research studys about the behavior of the female consumer at SPA for example. The study estimates the differences in consumer value for female consumers of different lifestyles. To analyze the relationship between the source of information, the value of consumption and the willingness to purchase of female consumers to purchase hot spring products. The study takes the virtual situation variables and product position variables, explores the impact on the willingness of female consumers to purchase and analyzes the relationship between variables and purchase intention. This study shows that the consumer decision-making factors are mainly: professional service technology, professional explanation and product function. Factors such as environmental fragrance, background music coordination, SPA environment atmosphere, situational factors, changes in product placement, on-site sales staff service attitude, and maintenance products are not affecting respondents' consumption decisions. The research results show that female consumers can grasp the relevant information of skin care products, and pay more attention to the brand awareness, special ingredients and functionality of skin care products.