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【Abstract】the purpose of this study is to evaluate the influences that motivation exerts on purchase decision for cosmetics products among Chinese female college students. External stimuli and internal stimuli， the two dimensions of motivation are examined in this research. The study acts as a guide to cosmetics marketers to improve its cosmetic market and make it more attractive and effective to female college students.
【Key words】motivation； purchase decision； cosmetics products
【作者簡介】杨薇，广东海洋大学寸金学院。
1. Introduction
1.1 Background
Cosmetics are the most elemental individual care products of women （or men）.According to the fifth Population Statistics of China in 2010， female account for 48.37% of the whole population and young and middle-aged female who are aged 20 to 50 account for nearly 21.3% of the whole population （Rao， 2010）.
2. Literature
2.1 Purchase decision
Purchase decision involvement is the degree of interest or attention consumers have during the purchase decision（Mittal，2011）.
2.2 Motivation
Motivation is the ‘human drive to attain a goal object’. （Mittal 2011， pp30）. Engel et al （2009）
2.3 Stimuli of purchase decision making.
Dann （1977） suggests two steps in a purchase decision， known as push factors and pull factors.
2.3.1 Personality—internal stimuli
It’s an individual’s psychological makeup that generates typical responses to the external environment in which the person lives （Mittal et al.， 2011）.
（1） Marketers’ Five
The five personality traits：innovativeness，varietyseeker，hedonism uniqueness seeker， vanity.
3. Conceptual Development and Hypotheses Formulation
This chapter based on the review of the literature， is aimed to focus on two area of the study： the conceptual framework and the resulting hypotheses.
3.1 Conceptual framework
The secondary data identifies 10 main factors that determine consumers’ decision to purchase for cosmetic products.
4. Research Methodology
4.1 Research Design
Exploratory： It was valuable when the researchers were faced with a problem that was not fully understood.
Conclusive Research： It was more useful to gain further insights into factors influencing female college students’ decision to shop after completion of the exploratory research.
4.2 Secondary Research Strategy
The recent relative comprehensive surveys concerning this topic are from the Jalalkamali and Nikbin’s （2010） researches about effects of motivation on purchase decision among Malays female university students and an investigation from Chen et al （2008） about external stimuli to purchase cosmetics among female college student in Shanghai city. 4.3 Primary Research Strategy
4.3.1 Research Approach
The primary data collected by the questionnaire from Chinese female college students. All the items of the mentioned variables were measured on a five-point Likert scale， ranging from ‘1=strongly disagree’ to ‘5=strongly agree’.
Pilot testing：A pilot survey is planning to be carried prior to the data collection across 10 respondents with Guangzhou teacher institute of technology as a guideline to improve my questionnaires.
4.4 Analytical Methods
●One sample t-test was used to test whether the mean value of the factors were significantly higher than the midpoint.
●Multiple Regression analysis was used to measure the degree of association between more than one independent variable （personality traits） and a dependant variable（purchase decision）
●Cross-tabulation
【Key words】motivation； purchase decision； cosmetics products
【作者簡介】杨薇，广东海洋大学寸金学院。
1. Introduction
1.1 Background
Cosmetics are the most elemental individual care products of women （or men）.According to the fifth Population Statistics of China in 2010， female account for 48.37% of the whole population and young and middle-aged female who are aged 20 to 50 account for nearly 21.3% of the whole population （Rao， 2010）.
2. Literature
2.1 Purchase decision
Purchase decision involvement is the degree of interest or attention consumers have during the purchase decision（Mittal，2011）.
2.2 Motivation
Motivation is the ‘human drive to attain a goal object’. （Mittal 2011， pp30）. Engel et al （2009）
2.3 Stimuli of purchase decision making.
Dann （1977） suggests two steps in a purchase decision， known as push factors and pull factors.
2.3.1 Personality—internal stimuli
It’s an individual’s psychological makeup that generates typical responses to the external environment in which the person lives （Mittal et al.， 2011）.
（1） Marketers’ Five
The five personality traits：innovativeness，varietyseeker，hedonism uniqueness seeker， vanity.
3. Conceptual Development and Hypotheses Formulation
This chapter based on the review of the literature， is aimed to focus on two area of the study： the conceptual framework and the resulting hypotheses.
3.1 Conceptual framework
The secondary data identifies 10 main factors that determine consumers’ decision to purchase for cosmetic products.
4. Research Methodology
4.1 Research Design
Exploratory： It was valuable when the researchers were faced with a problem that was not fully understood.
Conclusive Research： It was more useful to gain further insights into factors influencing female college students’ decision to shop after completion of the exploratory research.
4.2 Secondary Research Strategy
The recent relative comprehensive surveys concerning this topic are from the Jalalkamali and Nikbin’s （2010） researches about effects of motivation on purchase decision among Malays female university students and an investigation from Chen et al （2008） about external stimuli to purchase cosmetics among female college student in Shanghai city. 4.3 Primary Research Strategy
4.3.1 Research Approach
The primary data collected by the questionnaire from Chinese female college students. All the items of the mentioned variables were measured on a five-point Likert scale， ranging from ‘1=strongly disagree’ to ‘5=strongly agree’.
Pilot testing：A pilot survey is planning to be carried prior to the data collection across 10 respondents with Guangzhou teacher institute of technology as a guideline to improve my questionnaires.
4.4 Analytical Methods
●One sample t-test was used to test whether the mean value of the factors were significantly higher than the midpoint.
●Multiple Regression analysis was used to measure the degree of association between more than one independent variable （personality traits） and a dependant variable（purchase decision）
●Cross-tabulation