Gender Differences of Brand Image on Purchase Intention——Based on Private Use Cosmetics Market

The research object of this paper is the consumers in private use cosmetics market.The paper uses factor analysis and logistic regression methods in the questionnaire data analysis and processing,and it also investigates the gender differences of brand image on purchase intention.The results show that in order to better stimulate the consumer’s purchase intention,companies or enterprises should pay more attention to gender differences of consumers in building the brand image of their products.For male consumers,they should pay more attention to establish good functional and symbolic brand image,and for female consumers,they should focus more on establishing good empirical brand image.