近年來，全球人口的高齡化趨勢促使了藥妝品全球市場穩健地成長，依市場研究機構Kline & Company的資料顯示，2008年全球藥妝品市場規模達到570億美元，其中以歐洲為目前全球最大的區域市場，市場規模達199.5億美元，約占整體市場的35%，其次為亞洲，市場規模達136.8億美元，占整體市場的24%。目前雖以美、歐、日為主要市場，但中國大陸、拉丁美洲、俄羅斯、及印度等開發中國家，近年來都以雙位數的成長速度急起直追中，未來市場潛力無限。
本研究將藥妝品視為創新產品，結合創新擴散理論及計劃行為理論，探討影響台灣消費者實際從事購買行為的原因。本研究目的為：1. 透過歸納與整理文獻，釐清藥妝品的概念。2. 以「計劃行為理論」為理論基礎，探討影響一般消費者購買藥妝品的影響因素。
本研究利用問卷調查法，以台灣一般消費者為調查對象，有效問卷計380份，以SPSS12.0版及Amos5.0版軟體進行資料分析。實證結果得知：1. 行為態度會受到創新產品之相對優勢性、相容性、可試用性、結果展示性及可見性及之正向影響。4. 行為意圖會受到行為態度、主觀規範及知覺行為控制之正向影響。5. 實際購買行為會受到行為意圖之正向影響。

In recent years, the global population advanced age tendency urged the cosmeceutical whole world market to grow steady, demonstrated according to the marketing research organization Kline & Company material, in 2008 the global cosmeceutical market scale achieved 570 hundred million US dollars, in which take Europe as the present whole world biggest region market, next was Asia. Although at present take America, Europe and Japan, the date as the main market, but mainland China, Latin America, Russia, and developments and so on in India the country, all made haste to catch up in recent years by the two-position number growth speed, future market potential infinite.
This research integrated the theories of innovation diffusion and planned behavior, and considered the effects of shop pharmacist’s characteristic during the purchase process. The purposes of this study are: 1. Through reorganizing the literature, clearing the cosmeceutical concept.2. Take Theory of Planned Behavior for the foundation, discussing influence factors during purchase process.
This research use questionnaire survey procedure and the effective questionnaire counts 380. The results show that, 1. Behavior attitude can be positively influenced by perceived relative advantage, , the compatibility, the trialability, the result demonstratibility and the visibilityof the innovation. 4. Behavior intention can be positively influenced by behavior attitude, subjective norm and perceived behavior control. 5. Actual purchase behavior can be positively influenced by behavior intention.

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