本研究探討並比較疫情前、後消費者在線下和線下美妝消費習慣的變化，以商店內部環境、與店員互動、線上網站設計和線上網站安全為變數。透過收集美妝產品消費者之數據研究結果顯示，傳統實體店因素，如店內環境和與店員的互動，仍然對顧客消費習慣產生顯著影響，但其影響在疫情後較低。相反，線上購物因素，即線上網站設計和線上網站安全性，在疫情後具有更顯著的影響。
本研究突顯網站設計和安全性在美妝品牌電子商務戰略中的日益重要性，並強調改進產品描述、簡化網站流程和加強個人資料保護的必要性。本研究結果提供美妝品牌在適應疫情後顧客消費習慣變化和協助制定有效的經營策略之參考。

This study examines and compare the changes in customers' online and offline cosmetics purchasing behavior pre- and post-pandemic, focusing on internal shop environment, interaction with staff, website design, and website security as variables. Through data collection from the cosmetics consumers, the empirical findings indicated that while brick-and-mortars factors like internal shop environment and interaction with staff still positively influence customer purchasing behavior, their impact is lower post-pandemic. Conversely, online shopping factors, website design and security, have an even more significant positive influence after Covid-19. The study highlights the heightened importance of website design and security in the e-commerce strategies of cosmetics brands, emphasizing the need for improved product descriptions, simplified website processes, and enhanced personal information protection. The research offers practical implications for cosmetic brands in adapting to changes in customer purchasing behavior post-pandemic and developing effective business strategies.

Thesis Validation Letter i
致謝 ii
中文摘要 iii
Abstract iv
Table of Content v
Figure and Table Listings vii
Chapter 1: Introduction 1
1.1 Research background 1
1.2 Research motivation 6
1.3 Research purpose 7
1.4 Research question 7
1.5 Research structure 7
Chapter 2: Literature Review & Hypotheses Development 8
2.1 The cosmetics industry 8
2.2 The distribution channel before Covid-19 9
2.3 The influence on the cosmetics industry distribution channel during Covid-19 13
2.4 Customer purchasing behavior 14
2.5 Hypotheses development 15
Chapter 3: Methodology 24
3.1 Participants and procedure 24
3.2 Measure 25
3.3 Analysis 26
Chapter 4: Results 31
4.1 Sample descriptive 31
4.2 Correlation 33
4.3 Simple linear regression 35
4.4 Hypothesis tests 36
Chapter 5: Discussion 42
5.1 Theoretical contribution 43
5.2 Practical implication 46
5.3 Limitations and suggestion for future research 47
References 49
Appendix 1. 59

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