廣告訊息不斷的傳送美的影像來強化閱聽人對外貌的認知，加上又社會不斷讚許美貌所存在的必要價值觀，促使女性對於美的追求越來越嚴苛。人們越來越關心自己在外表與成就上的展現，以及在乎他人對自我外貌和成就的看法，在現代社會中，虛榮特性成為難以抵擋的主流價值意識，而自我印象在這之中更是扮演了推波助瀾的角色。社會往往對於他人的第一印象只能透過外觀或是其身上的物件與言行，對消費者本身的外型、打扮及別人的認同及看法是消費者造成虛榮特性的原因，這都將會影響消費者購買意願，進而提升消費者對自我的肯定。本研究將透過問卷發放進行調查，探討廣告訊息、虛榮特性與自我印象對於化妝品購買意願的影響，並且採用SPSS17.0版進行實證數據分析，實證結果將可提供化妝品產業作為行銷策略上的參考。
Advertising has been delivering the images of beauty to reinforce the audience's recognition of outlooks. The consistent social inclination to take beauty as the requirement also urges women to strictly follow the rules of prettiness.The concerns with the outlook and achievements, including the attention to others' gaze to the self-image and achievements, have become the mainstream in modern society. Especially the self-image has been playing a central role in this trend. People are inclined to take the outlook, material belongings, and the external behaviors as the decisive elements of their first impression. The consumers' identifications with the outlook, dressing, and others' judgment thus cause vanity, which will consequently influence their intention to buy products and to justify their self-images.This study investigates the messages from advertising so as to recognize the influences of vanity and self-image on the purchase inclination, making use of questionnaires. Based on SPSS 17.0 statistic analysis, the results are contributive to the distribution policy for cosmetics.
