保養品已成為多數女性不可少的生活用品，女性面對保養品選購時有琳瑯滿目的品牌可供選擇。保養品廠商在這需求龐大且競爭激烈的市場，掌握消費者的購買決策是不容忽視的課題。若要掌握消費者的購買行為，了解顧客的外部資訊搜尋量相當重要，因為消費者外部資訊搜尋量的多寡，可代表在購買前留意外界行銷資訊的程度，所以要了解商品訊息是否確實傳達致消費者，則須探討顧客的外部資訊搜尋量。 本研究以搜尋成本、搜尋經濟性報酬、搜尋非經濟性報酬與人口特徵為自變項，探討這四個變項對消費者外部資訊搜尋量的影響。經過問卷測試發現搜尋成本、「購買預算節省」之搜尋經濟性報酬、搜尋非經濟性報酬與人口特徵中的教育程度因素對外部搜尋量有顯著影響。 Cosmetics have became one of the daily necessary for the most females; otherwhile, there are variety of cosmetic brands in the competitive market .Faced with the huge female comsmetic demands and intense competition from outsides, it is important for manufactures to further grasp the consumers’ purchase behavior. This issue is getting more critical in the field as external search theory , because it implies the extent of the effort for searching product information_ that consumers would make before making purchasing decision. This study uses four constructs_ such as search cost, economic benefit, non-economic benefit and demographic characteristics_ to broadly investigate the consumers’ amount of external search. Using a self-administered survey, we find that all kinds of search cost, one type of economic benefit_cost saving, non-economic benefit _ serach enjoyment and consumers’ education degree significantly affect the amount of consumers’ external search.
