隨著化妝品市場逐年的成長，有許多的化妝品產品與品牌不斷的推出，使得化妝品產業競爭激烈。對於廠商而言，讓客戶持續使用某項化妝品與吸引客戶再回購，對化妝品產業中就顯得非常重要。在化妝品銷售的通路中，型錄購物（郵購）是其中一個重要的銷售管道。然而，台灣在型錄議題上的研究並不多，也少有論文針對郵購客戶的再購行為進行研究。因此，本研究採用焦點團體法，以「新萃妍創意美粧」的客戶為研究對象進行研究。研究的結果發現，品牌形象、公司名字、設計師群、目錄的設計、服務品質、商業促銷活動是影響郵購客戶再購的主要因素。最後，本研究提出了一些實務上的建議，做為業者及往後研究之參考。

With the growth of the cosmetics market, a wide variety of products and brands has been developing constantly. Because of that, competition within the cosmetics industry has become fierce. As a consequence, for cosmetics companies, it is very important to attract customers to continuously adopt and re-purchase their products. Catalogue mail-order is one of the important channels in cosmetics sales. However, there are few studies on catalogue mail-order issues in Taiwan. Therefore, this research focuses on the re-purchasing behavior of catalogue consumers. The focus group method is adopted in the research. The client of The Club des createurs de beauté（CCB）is the subject of this research. The results of the research reveal that brand image, company name, designer team, catalogue design, service quality and commercial promotion activities are the main factors influencing consumers' re-purchasing behaviors. Lastly, this research provides some practical suggestions that can be taken as reference for cosmetics companies and subsequent research.

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