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研究生: 範氏芳
研究生(外文): Pham Thi Phuong
論文名稱: An Empirical Study on Consumer Intention for Cosmetics in Vietnam Based on the Theory of Planned Behavior
論文名稱(外文): An Empirical Study on Consumer Intention for Cosmetics in Vietnam Based on the Theory of Planned Behavior
指導教授: 方志強
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 資訊管理系碩士班
論文出版年: 100
畢業學年度: 99
語文別: 英文
論文頁數: 58
中文關鍵詞: Cosmetic MarketConsumer IntentionTheory of Planned Behavior
外文關鍵詞: Cosmetic MarketConsumer IntentionTheory of Planned Behavior
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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.

ABSTRACT  i
Acknowledgments  iii
Table of Contents  iv
List of Tables  vi
List of Figures  vii
Chapter 1 Introduction  1
1.1. Background and Overview  1
1.2. Purpose  5
1.3. Limitations  6
Chapter 2 Literature Review  7
2.1. Theory of Planned Behavior  7
2.2. Latent Variables and Indicators  8
2.2.1 Attitude toward Behavior  9
2.2.2 Normative Beliefs  10
2.2.3 Perceived Behavioral Control  11
2.2.4 Behavioral Intention  11
2.2.5 Behavior  12
2.3. Perceived Financial Control  12
Chapter 3 Methodology  14
3.1. Research Framework  14
3.2. Hypotheses Development  15
3.2.1 Attitude toward Consuming Cosmetic  15
3.2.2 Subject Norm  16
3.2.3 Perceived Behavioral Control  16
3.2.4 Perceived financial control  16
3.3. Variable Measurement and Questionnaire Design  16
3.3.1 Attitude toward the Consuming Cosmetic  17
3.3.2 Subject Norm  19
3.3.3 Perceived Behavioral Control  19
3.3.4 Perceived Financial Control  20
3.3.5 Purchase Intention  20
3.3.6 Variables of Population Statistics  20
3.4. Sampling  21
3.5. Data Analysis  21
3.5.1 Descriptive and Demographic Analysis  22
3.5.2 Bivariate Correlation  22
3.5.3 T-test and ANOVA  22
3.5.4 Regression Analysis  23
Chapter 4 Data analysis and Results  24
4.1. Demographic Characteristics  24
4.2. Descriptive Statistic  25
4.3. Validity and Reliability Testing  26
4.3.1 Reliability Analysis  26
4.3.2 Validity Analysis  27
4.3.3 Correlation Coefficient  29
4.4. The Analysis of the Demographic Characteristics  29
4.4.1 Gender  29
4.4.2 Age  30
4.4.3 Education Levels  30
4.4.4 Income  31
4.5. Multiple - Regression Analysis  32
4.5.1 Model Framework  32
4.5.2 Hypothesis 1  33
4.5.3 Hypothesis 2  33
4.5.4 Hypothesis 3  34
4.5.5 Hypothesis 4  34
4.6. Summarize of Results  34
Chapter 5 Conclusion and Suggestion  36
5.1. Conclusions  36
5.2. Suggestion  37
References  39
APPENDIX 1: QUESTIONAIRE IN ENGLISH  42
APPENDIX 2: QUESTIONAIRE IN VIETNAMESE  45

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