An Empirical Study on the Factors Affecting Purchase Intention with Theory of Planned Behavior Model in the Mongolian Male Cosmetics Market

• 발행기관: 건국대학교 경제경영연구소
• 저자명: Mendbayar Lkhaasuren Kyung-Doo Nam
• 간행물 정보: 『상경연구』제42권 제2호, 31~49쪽, 전체 19쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.09.30

영문 초록

The purpose of this paper is to predict factors of purchase intention of Mongolian male consumers when purchasing male care products. Three constructs of the Theory of Planned Behavior; Attitude as a personal factor, Subjective Norms as social influence, and Perceived Behavioral Control as control factor were used to predict the purchase intention of cosmetics. A total of 100 Mongolian men aged 15 to 65 participated in the survey. The hypothesis was verified by multiple regression analysis in SPSS24.0. The results showed that attitude and behavioral control had a significant effect on purchase intention of Mongolian male customers purchasing male. However, subjective norms are about customer pressures, and social customs and the opinions of the people around us do not significantly affect the intent to purchase.

목차

Abstract

I. Introduction

II. Literature Review

III. Research Methodology

IV. Result of analysis

V. Conclusion and limitation

References

키워드

Attitude Men’s grooming products Perceived Behavioral Control (PBC) Theory of Planned Behavior (TPB) Purchase intention Subjective norms