化妝在日常生活中已是越來越尋常了，現今社會進步，生活水平提高，追求美的境界自然也越來越高。所謂天下只有懶女人，沒有醜女人；愛美之心，人皆有之，就算生得再國色天香，不會打扮也只是平淡，毫無光彩。所以適當化妝可以直接改變一個人的容貌，也可通過化妝，突出自我、帶來自信、增添魅力。雖然不是所有人都是外貌協會，但人都是視覺動物，絕無例外。因此也讓彩妝的消費市場越擴越大。 本研究以E-K-B消費者行為模式作為觀念性架構、以生活型態變及人口統計等三項作為投入變數，並以AIO生活型態變數作為分類基礎，再以消費實態變數作為消費行為之描述，分析女性消費者特性。研究範圍包含購買者和潛在消費者；研究對象為中壢市女大學生有購買能力之女性消費者；採現場隨機抽樣方式，以消費100-600元的消費者為主。實證資料以SPSS軟體予以分析處理之。 研究結果得知，消費者在購買商品時，多半都會先考慮價格的高低，進而引發購買的慾望。

Makeup in everyday life has become more and more common sense, which presents in the realm of social progress. With living standards be improving, the pursuit of beauty of nature is getting higher and higher. So-called only lazy ones in the world, there are no ugly women. So the appropriate makeup can change a person's face, or through the makeup to highlight themselves. Base on the method of E-K-B, the study presents consumer behavior model as a conceptual framework, with three lifestyle changes and demographic statistics as an input variable, and the AIO lifestyle variables as a basis for classification, field survey of the consumption variables as description, analysis of the female consumer characteristics of consumer behavior. The scope of the study includes the purchase and potential consumers; Research object for Chung-Li, female college students buying power of female consumers; Random mining scene, dominated by consumer 100-600 consumers. All of the research results that are consumers buy goods, most would consider high and low price, prompting the purchase desire and analysis of empirical data to SPSS software.