The Woman Reflexive Thinking on Consumption in the Era of Globalization: A Study of Female Consumption of Shiseido Cosmetics
Date Issued
2005
Date
2005
Author(s)
Wang, Ying-Hui
DOI
zh-TW
Abstract
Globalization is one of the most important trends today. Under globalization trend, consumption and fashion become ways for consumers to reflect their own personal values and life styles.
This study points out that women do have reflexive thinking on their consumption of cosmetics. They choose what they want and what they need. They have their own aesthetics and values in consuming cosmetics.
Women consume cosmetics to pursue their own beauty and fashion. This study selects Shiseido Cosmetics Corporation as my case study. As a matter of fact, Shiseido Cosmetics Corporation was the first to enter Taiwan’s cosmetics market. It built up the brand earlier than other cosmetics companies. This paper studies how Shiseido Cosmetics Corporation shapes the brand image in Taiwan.
This study also conducted a questionnaire survey of 38 female consumers. The survey results suggest their personal values and brand identifications in consuming Shiseido cosmetics. That is, women do have their own reflexive thinking on consumption of cosmetics. This study also examines the relationships between female consumption of Shiseido cosmetics and their income, education level, and age.
Subjects
全球化
反身性思考
女性消費
符號認同
審美觀
globalization
reflexive thinking
female consumption
sign identity
aesthetics
Type
thesis