近年來國人生活水準提高，對於化妝品的需求也隨之攀升，目前國內化妝品市場的規模將近690億台幣，且化妝品亦是百貨公司重要販售商品之ㄧ。而隨著社會變遷，消費者的消費型態改變，生活水準、所得水準、物質需求的提升，消費者的消費決策型態亦隨之改變。
本研究主要探討的是消費者在百貨公司購買化妝品時，因促銷活動所產生之規範性評估、消費體驗，對衝動性購買的影響。為了方便資料之調查工作，本研究採用便利抽樣法，於各大百貨公司化妝品專櫃以人員訪談方式發放問卷，總計發出830份問卷，回收之有效樣本有576份（回收率69.4％），以此樣本進行分析。
對於理論架構與假設之驗證，本研究利用迴歸分析來驗證促銷活動、規範性估、消費體驗與衝動性購買之因果關係，另採用線性結構模式來檢視架構之配適度，再者，利用差異性分析來探討不同之消費者特性在不同構面間之表現是否有顯著的差異存在。
根據本研究統計分析之驗證結果，歸納下列結論：
一、 促銷活動型態之差異將會對消費者規範性評估、消費體驗以及消費者之衝動性購買行為造成影響。
二、 消費者之規範性評估越正向，將會促使消費者進行衝動性購買。
三、消費者對自身的規範性評估，會對消費者之消費體驗造成影響。
四、消費者之消費體驗內心感受，會對消費者之衝動性購買行為造成影響。
五、促銷活動透過消費者之消費體驗內心感受，會對消費者之衝動性購買行為造成影
響。
六、促銷活動透過消費者對自身的規範性評估，對消費者之消費體驗造成影響後，再
對消費者之衝動性購買行為造成影響。
七、不同之人口統計變數在消費者促銷活動、規範性評估、消費體驗、衝動性購買等 構面上有顯著差異存在。

As living standards in Taiwan got higher in recent years, the demand for cosmetic products also rose accordingly. Currently, the domestic market for cosmetic products is about 69 billion NTD. Sales of these products are also becoming the major revenue source for the department stores. As the society changes, consumers’ purchasing behaviors change too. As incomes and living standards rise, consumers’ decision-making in purchasing also evolves.

This research studies how normative evaluation, consuming experiences in sale promotions affect the impulsive purchasing of consumers in cosmetic products in department stores. For convenience of the investigation, convenience sampling was used in the study. Questionnaires were distributed out to the consumers at the cosmetic counter in the department stores. A total of 830 questionnaires were handed out and 576 effective ones were received back, and analysis was based on those samples.

To test the assumptions and the structure of the theories, regression analysis was used in the research to study the cause and result relationship among sale promotion, normative evaluation, consumer experiences and impulsive purchasing. In addition, a linear structure relation model was used to study the structural properties and the analysis of the differences among consumers was used to see if there are obvious sensitivities to various factors.
According to statistical analysis, several conclusions are summarized:

1. Different types of sale promotion affect the behavior of consumers’ normative evaluation, consuming experiences and impulsive purchasing.
2. The more positive a consumer’s normative evaluation is, the higher a consumer’s impulsive purchasing will be.
3. The normative evaluation of a consumer has an effect on his/her consuming experience.
4. The feeling of consuming experience affects the impulsive purchasing of a consumer.
5. Through the feeling of consuming experience of consumers, sale promotion affects the impulsive purchasing.
6. Through the normative evaluation of a consumer, sale promotion affects a consumer’s consuming experience, and as a result, affects the behavior of impulsive purchasing.
7. Variation of different samples affects the results of the sale promotion, normative evaluation, consumer experience and impulsive purchasing statistically.

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