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Please use this identifier to cite or link to this item: http://ir.lib.stu.edu.tw:80/ir/handle/310903100/2224

Title: An Empirical Study on Consumer Intention for Cosmetics in Vietnam Based on the Theory of Planned Behavior
An Empirical Study on Consumer Intention for Cosmetics in Vietnam Based on the Theory of Planned Behavior
Authors: 範氏芳
Pham Thi Phuong
Contributors: 資訊管理系碩士班
Keywords: Cosmetic Market;Consumer Intention;Theory of Planned Behavior
Cosmetic Market;Consumer Intention;Theory of Planned Behavior
Date: 2011
Issue Date: 2011-05-26 11:18:43 (UTC+8)
Publisher: 高雄市:[樹德科技大學資訊管理系碩士班]
Abstract: In the 21st century of today, international economic situation have been growing up rapidly in the recent years. Furthermore, among the Asia Pacific markets, Vietnam is the fastest growing market.
The purpose of the study is to investigate the consumers’ intention of buying cosmetic products in Vietnam. Especially, to identify and examine what the real reasons of causing the consumers to buy cosmetic products are. The study utilized Theory of Planned Behavior (TPB) as the research model with addition of one factor – Perceived Financial Control to investigate Consumer’s Purchasing Behavior by using quantitative methods. The study attempts to find out the elements affecting consumers’ intention of consuming cosmetic products. We use convenience sampling questionnaire to execute the samples and ANOVA, T-test, Regression Analysis apply to confirm the relationships of hypothesis. This study randomly surveyed 200 Vietnamese participants who have experience in consuming cosmetic products in Vietnam market and received a total of 182 valid questionnaires.
The research referred the important indications: the TPB could be applied in Vietnam cosmetic market to explore consumers’ intention, the strongest influence on intention of consuming cosmetic is Perceived Behavioral Control, the similar results with Theory of Planned Behavior of Ajzen and Fishbein (1975), as well as the Perceived Financial Control factor also has the positive impact on the consumer’s behavioral intention. The results of this study are hoped to be the efficient constructive sources for the marketing researchers to understand the critical factors that influence Vietnamese consumer’s cosmetic consumption and contribute the competitive marketing campaigns in Vietnam market.
In the 21st century of today, international economic situation have been growing up rapidly in the recent years. Furthermore, among the Asia Pacific markets, Vietnam is the fastest growing market.
The purpose of the study is to investigate the consumers’ intention of buying cosmetic products in Vietnam. Especially, to identify and examine what the real reasons of causing the consumers to buy cosmetic products are. The study utilized Theory of Planned Behavior (TPB) as the research model with addition of one factor – Perceived Financial Control to investigate Consumer’s Purchasing Behavior by using quantitative methods. The study attempts to find out the elements affecting consumers’ intention of consuming cosmetic products. We use convenience sampling questionnaire to execute the samples and ANOVA, T-test, Regression Analysis apply to confirm the relationships of hypothesis. This study randomly surveyed 200 Vietnamese participants who have experience in consuming cosmetic products in Vietnam market and received a total of 182 valid questionnaires.
The research referred the important indications: the TPB could be applied in Vietnam cosmetic market to explore consumers’ intention, the strongest influence on intention of consuming cosmetic is Perceived Behavioral Control, the similar results with Theory of Planned Behavior of Ajzen and Fishbein (1975), as well as the Perceived Financial Control factor also has the positive impact on the consumer’s behavioral intention. The results of this study are hoped to be the efficient constructive sources for the marketing researchers to understand the critical factors that influence Vietnamese consumer’s cosmetic consumption and contribute the competitive marketing campaigns in Vietnam market.
Appears in Collections:[資訊管理系(所)] 博碩士論文

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