(Luận văn) factors influencing male consumer puchase intentions a study of care products in ho chi minh city

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

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International School of Business

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Phan Van Nam
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FACTORS INFLUENCING MALE
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CONSUMER PURCHASE INTENTION:
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A STUDY OF SKIN CARE PRODUCTS
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IN HO CHI MINH CITY
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MASTER OF BUSINESS (Honours)

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Ho Chi Minh City - Year 2015


UNIVERSITY OF ECONOMICS HO CHI MINH CITY

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International School of Business

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Phan Van Nam
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FACTORS INFLUENCING MALE
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CONSUMER PURCHASE INTENTION:
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A STUDY OF SKIN CARE PRODUCTS
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IN HO CHI MINH CITY
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SUPERVISOR:

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Dr. VO THI NGOC THUY

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MASTER OF BUSINESS (Honours)

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ID: 22120095

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Ho Chi Minh City - Year 2015


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DECLARATION

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I hereby declare that this thesis titled “Factors influencing consumer purchase

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intention: A study of private labels in Ho Chi Minh City” is definitely my own work

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and effort and that is has not been submitted anywhere for any award. Where other

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sources of information have been used in this thesis, they have seriously been cited.

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Signature: Phan Van Nam

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Date: 08/02/2015

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ACKNOWLEDGEMENTS

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This thesis has been implemented with the contributions and encouragements from

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faculty of International School of Business - University of Economics Ho Chi Minh

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City, family, and friends. I would like to express our gratitude to all of their supports.

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Without these supports, I would have had a tough time.

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Firstly, I would like to give big thanks to my supervisors at International School of

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Business - University of Economics Ho Chi Minh City, Professor Nguyen Dinh Tho

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and Doctor Vo Thi Ngoc Thuy. Their knowledge, experiences and helps have really

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been useful for me to make this thesis such as their encouragements, and patience in

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providing valuable regards and recommendations on previous drafts. Without their

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guidance, my thesis would not have been completed.

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Secondly, I would like to address the deep appreciation to people who had read and

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gave the information and advices that have made my thesis possible.

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Finally, I would like to thank all people in Ho Chi Minh City who had cooperated to

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answer my questionnaire.

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TABLE OF CONTENT

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ABSTRACT ............................................................................................................... 8

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Chapter 1: INTRODUCTION .................................................................................. 9

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1.1 Background ........................................................................................................... 9

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1.2 Management problems and questions..................................................................... 9

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1.3 Research objectives and values ............................................................................ 10

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1.4 Scope................................................................................................................... 10

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1.5 Structure of study................................................................................................. 10

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Chapter 2: LITERATURE REVIEW, HYPOTHESES AND RESEARCH

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MODEL ................................................................................................................... 12

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2.1 Introduction ......................................................................................................... 12

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2.2 Theory of Reasoned Action (TRA) ...................................................................... 12

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2.3 Normative factors impact on men purchasing behaviors ...................................... 13

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2.3.1 Family .............................................................................................................. 13

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2.3.2 Spouse .............................................................................................................. 14

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2.3.3 Friend ............................................................................................................... 14

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2.4 Product attributes impact on men purchasing behaviors ....................................... 14

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2.4.1 Quality.............................................................................................................. 15
2.4.2 Packaging ......................................................................................................... 15

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2.4.2 Price ................................................................................................................. 15

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2.4.3 Brand................................................................................................................ 16

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2.5 Personal image..................................................................................................... 16

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2.6 Men’s attitudes toward applying skin care products ............................................. 17
2.7 Purchase intention................................................................................................ 18

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2.8.4 The relationship between Normative Influences and Behavior Intention ........... 20

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2.8.3 The Relationship between Personal Image and Attitudes .................................. 20

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2.8.2 The relationship between Beliefs in Product Attributes and Attitudes ............... 19

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2.8.1 The relationship between Personal Image and Normative Influences ................ 19

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2.8 Research Model ................................................................................................... 19


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2.8.5 The relationship between Attitudes and Behavior Intention .............................. 21

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2.9 Summary ............................................................................................................. 21

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Chapter 3: RESEARCH METHODOLOGY......................................................... 22

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3.1 Introduction ......................................................................................................... 22

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3.2 Research design ................................................................................................... 22

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3.2.1 Qualitative research .......................................................................................... 22

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3.2.2 Quantitative research ........................................................................................ 22

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3.3 Population, sample size and sampling method ..................................................... 23

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3.4 Data collection..................................................................................................... 24

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3.5 Data analysis........................................................................................................ 24

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3.6 Research process ................................................................................................. 25

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3.6.1 Adjust the scale................................................................................................. 25

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3.6.2 Pilot study......................................................................................................... 25

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3.6.3 Formal study..................................................................................................... 25

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3.7 Measurement scale .............................................................................................. 26

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3.7.1 Beliefs in product attributes .............................................................................. 27

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3.7.2 Normative influences ........................................................................................ 28

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3.7.3 Personal image.................................................................................................. 28
3.7.4 Attitudes toward applying skin care products .................................................... 29

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3.7.5 Purchase intention............................................................................................. 29

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3.8 Summary ............................................................................................................. 30

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Chapter 4: DATA ANALYSIS AND RESULTS.................................................... 32

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4.1 Introduction ......................................................................................................... 32
4.2 Descriptive of statistics ........................................................................................ 33

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4.5.2 CFA factor “Beliefs in product attributes” testing ............................................. 36

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4.5.1 Introduction for CFA ........................................................................................ 35

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4.5 Confirmatory Factor Analysis (CFA)................................................................... 35

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4.4 Exploratory Factor Analysis (EFA)...................................................................... 35

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4.3 Reliability analysis (Cronbach’s Alpha coefficient) ............................................. 34


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4.5.3 CFA 3 factors personal image, attitudes toward applying skin care products and

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purchase intention testing .......................................................................................... 38

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4.5.4 CFA factor “Normative influences” testing....................................................... 40

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4.5.5 Composite reliability (CR) and average variance extracted (AVE) testing ........ 41

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4.5.6 CFA for whole model testing ............................................................................ 42

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4.6 Structural equation modeling (SEM).................................................................... 45

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4.6.1 SEM result........................................................................................................ 45

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4.6.2 Model estimations by bootstrap ........................................................................ 47

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4.6.3 Hypothesis testing............................................................................................. 48

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4.7 Summary ............................................................................................................. 49

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Chapter 5: CONCLUSIONS................................................................................... 50

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5.1 Introduction ......................................................................................................... 50

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5.2 Research findings ................................................................................................ 50

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5.3 Limitations and direction for further research ...................................................... 52

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5.4 Managerial implications....................................................................................... 53

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5.5 Conclusions ......................................................................................................... 54

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REFERENCES ........................................................................................................ 55

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APPENDIX A: Reliability analysis (Cronbach’s Alpha coefficient) ..................... 62
APPENDIX B: Exploratory factor analysis (EFA)................................................ 67

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APPENDIX C: Qualitative questionnaire .............................................................. 70

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APPENDIX D: Quantitative questionnaire............................................................ 74

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LIST OF FIGURES

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Figure 2.1: Research model ....................................................................................... 19

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Figure 3.1 Research process ...................................................................................... 26

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Figure 4.1: CFA factor beliefs in product attributes (Standardized estimates) ............ 38

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Figure 4.2: CFA factor personal image, attitudes toward applying skin care products

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and purchase intention (Standardized estimates) ........................................................ 40

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Figure 4.3: CFA factor normative influences (Standardized estimates) ...................... 41

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Figure 4.4: CFA result for whole model (Standardized estimates) ............................. 44

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Figure 4.5: Estimated structural model (Standardized estimates) ............................... 47

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LIST OF TABLES

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Table 3.1: Timeline of research implement ................................................................ 25

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Table 3.2: Sources of questionnaire ........................................................................... 29

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Table 4.1: Descriptive of statistics ............................................................................. 33

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Table 4.2: Correlation between 4 components ........................................................... 37

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Table 4.3: Correlations between 3 components .......................................................... 39

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Table 4.4: Summarizes the results of testing the scales .............................................. 42

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Table 4.5: Compares CFA results of between the two times implementations............ 43

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Table 4.6: Correlations between 5 concepts ............................................................... 45

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Table 4.7: Results of testing the causal relationships between studied concepts ......... 46

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Table 4.8: Estimated result by the bootstrap with N = 1000 ....................................... 46

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Table 4.9: Summary result of testing hypothesis........................................................ 49

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ABSTRACT

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The research aims to some factors affecting on men's intention to buy male skin care

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products in Ho Chi Minh City, Vietnam. Fishbein and Ajzen’s theory of reasoned

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action model is applied as a theoretical framework to conduct the research; it is also

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supported factor "personal image". The research question measures the impact of

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factors "beliefs in product attributes, personal image, normative influences, and

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attitudes toward applying skin care products" to men's consumer purchase intention on

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buying male skin care products. Based on research purposes, a questionnaire was

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developed and distributed selectively to Vietnamese male consumers aged 23 to 55

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years in Ho Chi Minh City who work both indoors and outdoors. 250 appropriate

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questionnaires were collected and then tested model fit by confirmatory factor analysis

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and structural equation modeling in Amos version 22. The results of the study confirm

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that all factors "beliefs in product attributes, personal image, normative influences, and

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attitudes toward applying skin care products" have effects on purchase intention in

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buying men's skin care products among Ho Chi Minh male consumers. Therefore,

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applying theory of reasoned action to explain men's purchase intention to skin care

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products in Ho Chi Minh City is appropriate.

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intention, normative influences.

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Key words: Skin care products, cosmetic, personal image, product attributes, purchase

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Chapter 1

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INTRODUCTION

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1.1 Background

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Nowadays, with development of technology, science, society, economy and education,

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people tend to have more demand for a better life. Relating to the development of

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purchasing power in consumers and market trend that people become more conscious

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of hygiene and beauty (Souiden & Diagne, 2009), so beauty care industry grows up

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sharply, especially in Vietnam. This is the desired market for both domestic and

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multinational companies. Thus they enter to this market continually to gain big profit.

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Most of people would like to be beautiful, healthy and good looking. Previously, it is

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said that beauty products have always been regarded a "specialty" for women rather

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than men, but now, it can be easy to see that Vietnamese men need more beauty for

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themselves. People are interested in a smooth and bright skin with an ideal body shape

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for a perfect personal image (Nair et al., 2007).

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Men’s tending to use cosmetics is sharply increasing, particularly among the youth.

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Goods for men exhibited separately and rich, from body deodorant, hair styling gel,

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perfume, shower gel, shampoo, cleanser and lip balm. As a result, men pay more

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attention to support patterns of beauty and are more sensitive to the products
alternatives, like many products are launched to the market to convince customers to

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believe that its can improve their appearance.

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As the demand for beauty is not something reserved for the weaker sex again, the

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market for male cosmetics is fertile ground for business. Of course, in Vietnam, the

day.

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revenue figures for male cosmetics cannot have fast growth, but also growing day by

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entrepreneurs who are trying hiding destruction of age, smoking, and stress. Although,

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market research shows that the most buying customers are the middle class

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While it is assumed that make up is as a joneses of young people in their 20s, some

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1.2 Management problems and questions


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buying more skin care products, approximately 80% men mainly purchase by others

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such as wife, company (Sukato & Elsey, 2009).

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1.3 Research objectives and values

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The study investigates attitude towards applying skin care products and normative

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influences on men’s purchase intention. The focus is the impact of personal image

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and beliefs in product attributes on men’s using attitudes. To do so, the study can

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permit to understand more thinking of men about personal image, what they feel

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after using cosmetics and what customers trust before buying cosmetics, both of

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them are market trends and purchasing evaluation in skin care market of men in

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Ho Chi Minh City.

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The study also examines components in society that affected on men’s personal image.

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It is important to understand both relationship between men’s behavior and normative

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influences, to set up marketing mix strategy for not only men but also people who is

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important for them such as family, wife, friend. From those things above, all

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companies will find out appropriate way to expand and develop skin care market for

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1.4 Scope

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men in Vietnam, especially in Ho Chi Minh City.

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This study is limited to research on factors affecting by men perspective toward their
purchasing decision making of skin care products in Vietnam’s market, particularly

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in Ho Chi Minh City. Moreover there is more convenient, accessible and directly to the

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point, in order to target the men who are in the age range between 23-45 years old and

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living, working in Ho Chi Minh City as the respondents for the questionnaire survey.

2014 to the ending of Sep 2014. The study will finish at the end of Oct 2014.

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The questionnaires will be distributed to respondents during the beginning of May

proposed hypotheses. Chapter 4 illustrates the analysis of information and research

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models. Chapter 3 shows the methodology for testing the model scales and the

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the research topic. Chapter 2 presents the theory of reasoned action (TRA) and research

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The structure of the study is divided into five chapters. Chapter 1 gives an overview of

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1.5 Structure of study


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results. Chapter 5 summarizes the results of the study, the contributions and limitations

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of the study to guide the further research.

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Chapter 2

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LITERATURE REVIEW, HYPOTHESES AND RESEARCH MODEL

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2.1 Introduction

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Chapter 1 presents an overview of the research topic. Chapter 2 introduces theory of

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reasoned action that is developed in the world and give the model the including

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components of theory of reasoned action. This chapter consists of seven main

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components: (1) Theory of Reasoned Action (TRA), (2) normative factors impact on

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men purchasing behaviors, (3) product attributes impact on men purchasing behaviors,

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(4) personal image, (5) Men’s attitudes toward applying skin care products, (6)

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purchase intention, (7) research model.

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2.2 Theory of Reasoned Action (TRA)

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This study uses the theory of reasoned action (TRA) as a theoretical frame-work to

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illustrate male consumer purchasing behavior regarding skin care products in Ho Chi

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Minh City, Vietnam, which is developed by Martin Fishbein and Icek Ajzen in 1980.

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B ~ BI = (Aact) w1 + (SN) w2

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The structure of TRA is described in the formula below.

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= and SN =

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Bi: the relationships between beliefs; NBjMCj: normative structures; Aact: attitudes

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toward behavior; SN: subjective norms; BI: behavioral intentions; B actual behavior.

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To apply TRA into this study, a person’s behavior is predicted by someone’s attitudes

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toward that behavior and how that person thinks other people would view them if

he/she performed the behavior. A person’s attitude, combined with subjective norms,

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Furthermore, it is applied broadly for most various attitudinal investigations (e.g.

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consumer behavior and provides an explanation of that behavior (Manstead, 2004).

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behavior in Ho Chi Minh City, TRA model is appropriate choice for because it predicts

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something, he/she will have bigger purchase intention on buying it. To investigate men

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forms someone’s behavioral intention. If a person has positive attitudes about


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online travel shopping behavior (Lee, Qu & Kim, 2007); mobile chat services

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(Nysveen, Pederson & Thorbjornsen, 2005); adopting banking channel (Wan, Luk &

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Chow, 2005); food products purchasing (Choo, Chung & Pysarchik, 2004) and settings

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cultural in some countries such as U.S.A (Lee & Littrel 2005; Ulaga & Eggert, 2006);

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Norway (Nysveen, Pederson & Thorbjornsen, 2005), Australia (Patterson 2004); Hong

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Kong (Wan, Luk & Chow, 2005); and Taiwan (Shih & Fang, 2004)).

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The study add personal image to TRA in order to increase the predictability of male

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consumer behavior toward buying skin care products in Thailand. It is very important

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because men have purchased skin care products for improving their “personal image”

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(Sturrock & Pioch, 1998; Thompson & Hirschman, 1995), which describes the image

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of a good working person, a citizen who are discerning in this context.

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2.3 Normative factors impact on men purchasing behaviors

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People are strongly influenced by the reference group (family, spouse, and friend).

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According to Sukato and Elsey (2009), families possibly convince consumers into

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purchasing a particular product. Moreover, Antoinette (2007) notes that women (wife

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or partner) have an influence on men behavior such as men will buy skin care products

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easier or take care more on themselves if they are encouraged and accepted by people

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who surround them. There are many groups that affect a person's behavior. A reference
group includes groups directly (face to face) or indirectly effect to attitude or behavior

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of a person such as family, spouse and friend which they have regular communication

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relations. These groups influence attitudes and self-concepts of people, because people

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often want to integrate into it. Moreover, these groups also create the pressure required

reality of that person.

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to follow common standards and may impact the choice of products and brands in the

background in influencing purchase intention within a family (Blythe, 2005). Recent

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products and further purchases. The interaction between family members is a basic

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group with family members that frequently exchanging information on consuming

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Each family has its own values, culture and is representative for a special reference

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2.3.1 Family


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studies of purchase behaviors in shows that the family structure is changing in the

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society; traditional family with 3 generations was gradually being replaced by a nuclear

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family model containing couple or lone-parent families (Copley, 2004). These changes

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partly influence buying behavior, personal consumption targets associated with the

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consumption of the family of upcoming buying decisions, and thereby rules for family

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consumption will influence any decisions prior the personal real purchase (Solomon et

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2.3.2 Spouse

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Scanzoni (1977) states that nowadays the role of women in the family is changing,

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becoming more and more important, this has a lot influences on decisions in family

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such as buying behavior, handling of finance, division of housework. The statement is

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consisted of Vietnamese social context because in many families, wife took the leading

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role. Not only that, women are focused on health issues. They often search solutions to

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improve health for themselves and their families. So in matters of skin care, women

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2.3.3 Friend

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have more power to influence her husband choosing skin care products.

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Friends can influence a consumer by giving feedback how they perceived given

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products or services, or affecting to values and aspire of consumer, or impacting on the
type of behavior displayed of consumer (Solomon, Barnossy, Askegaard and Hogg,

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2006). In Vietnam, where parents living with children until children grow up, so their

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influence can be basic. Except for the time with the family, the rest time of men is used

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for work and learning, which means they will be in contact with friends, co-workers

friends will be important elements in normative influences.

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during this period. Men’s behaviors will be affected less or more by friend. Therefore,

touch, quantity, and material composition) or intangible (can include characteristics

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tangible (can include characteristics such as size, color, weight, volume, smell, taste,

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will effect on consumers’ purchase decision (Hossain, 2007). Product attributes can be

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Product attributes are the characteristics or features that describe a specific product and

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2.4 Product attributes impact on men purchasing behaviors


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such as price, quality, reliability, and beauty/aesthetics). This study only mentions

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quality, packaging, brand, and price as skin care product attributes based on qualitative

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analysis.

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2.4.1 Quality

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According to Draelos and Thaman (2006), Skin care product helps men take care

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themselves, prevents their skin from the hygienic of the skin under optimal conditions

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of sanitation and comfort, or attracts someone or something. Relating to this study, in

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Vietnam market, skin care products include facial foam, cleanser, toner, day or night

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cream, moisturizing cream, eye cream, anti-wrinkle & other anti-aging, sun block and

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tanning cream. Additionally men prefer the products which are invisible, fast

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penetrated, easy to use, less process, pleasant to put, less smells and with a proficient

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consequence (Chanintorn & Jiraporn, 2010).

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2.4.2 Packaging

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Packaging is the appearance of product. Packaging helps enclosing, protecting

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products and making products more convenient for distribution, storage, sale, use and

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also for preservation of products from the manufacturers to the user or consumer.

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Packaging can be known as an important link in the system from the beginning of

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production to the end of user. In each country, packaging has specific criterions in
accordance with local culture (Soroka, 2002). Good packaging is also one of attracting

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contents, on which people are easy to know expired day, ingredient, and instruction.

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2.4.2 Price

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Products with beautiful, clear package are prioritized to purchase.

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When do not understand about product, people will select through the package of its.

Price is the cost to customers in exchange for buying product. It is determined by a

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conditions of market as that price is still in a price range by the group of market makers

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the relevant actors in order to buy or sell a product, or sustain under the surrounding

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position to fix the selling price of products according to many factors in the market as

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and perceived value of the customer with the product. The companies are in the

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number of factors including market share, competition, material costs, product identity


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related to supply and demand while the buyers make a decision how much they are

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willing to pay for products (Schneider, 2003). According to Datamonitor's "Male

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Grooming Trends: Profiting in 2009 and Beyond" report, released in March, price is

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considered as primary factors on men in order to purchase their personal care products.

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More than 50 percent of all male respondents answer that price has either "high" or

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"very high" impact on their product purchasing. This result is a significantly higher

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response rate than other factors, even though "ease of use" or "habit/preferred brand"

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are realized as the important factors in men perspectives as well (Antoinette, 2009).

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2.4.3 Brand

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Brand is a name or images that exist in every consumer’s thinking (Mooij, 1998) and it

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represents company and can differentiate the goods and services from the rivals’

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(Aaker, 1991; Keller, 1998). A brand is an intangible asset, sometime it is the most

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valuable asset of company. In addition, a brand is also including quality of products,

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packaging, promotion, advertising, distribution as well as its overall presentation

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(Murphy, 1998). Following the consumers’ perspective, brand name is a guarantor of

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reliability and quality in products (Roman et al., 2005). Vietnamese people generally

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and men particularly tend to buy and use brand name products, especially foreign brand

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2.5 Personal image

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name with a view to highlight their personality in different situational contexts.

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Personal image is the perception that people has about someone, affects success of that

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ai

person in every aspect of life, career, and love. Factor that impacts on personal image is

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the beauty values of the society that a person lives in (Goldsmith, Moore & Beaudoin,

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Lu

1999). In the Vietnamese society, a popular skin for men is brown as honey or white

cute as Korean actresses. And a very important standard for Vietnamese men skin was

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th

1978).

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changing men's attitudes towards the use of skin care products under positive (Belk,

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Comments of normative groups on personal image of men would contribute to

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no acne and scarring. Beauty values for personal image change from time to time.

16 | P a g e


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2.6 Men’s attitudes toward applying skin care products

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ep

Women have focuses on their appearance for long times ago. They try to take care of

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their personal image for being more attractive and taking advantages in competition in

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life (Blanchin et al., 2007). In addition, it is said that shopping and grooming with

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appearance is just for women but now changing gender perception in society are

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creating acceptation for men to illustrate some feminine characteristics including

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th

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preening, dressing and showing emotions (Conseur, 2004). Currently, appearance,

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personal image and youth are becoming more and more important in this society. So

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many men have turned and pressed on their appearance more than in the past because

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ua

not only women want to be good-looking and young but men also. Previously, most of

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store for male cosmetic and skin care products are bound to few products but now there

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are many kinds of skin care products available for men such as facial foam for men,

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day and night cream, anti-aging cream, sun protection and etc (Chanintorn & Jiraporn,

oi

m

2010).

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L’Oréal, Nivea, Romanal, Xmen and Oriflame can be good examples because these

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brands have launched men section to respond to their men’s customer needs. Therefore,

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men have become more comfortable about buying products and service to improve or

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jm

ht

enhance their personal appearance and men move beyond the basic of washing and
shaving to embrace more sophisticated products and grooming concepts (Imogen,

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gm

2005). Nowadays, men are seen as consumers and consume more and more, not only

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ai

men are interested in motor, information technological equipment and electronic

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products, etc. but also navigate to which are popular for female such as clothes,

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Lu

accessories and jewelry and cosmetics, etc (Conseur, 2004). Taking care of their

personal image and health is becoming popular for both men and women. So this trend

17 | P a g e

th

(Blanchin et al., 2007).

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are related to a female so the consumption of cosmetics by men is still labeled gay

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themselves, almost men are not daring to use skin care products because these products

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demand. Even though these trends encourage men to take care and concern more on

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can be an effect on men’s behaviors toward applying skin care products for aesthetic

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2.7 Purchase intention

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ep

Consumer purchase behavior is always the most interesting filed of researchers. It is

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the process of individuals, groups, or organizations that they use to choose products,

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services to satisfy demand and the influences of it on the consumer and society

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(Kuester, Sabine, 2012). This process is a combination of many factors including

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psychology, sociology, social anthropology, marketing and economics. Normally,

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th

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buying process including five steps is that step 1: recognizes problem, it means

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identifying something a consumer needs, step 2: searches for information, which means

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searching consumer’s knowledge bases or external knowledge sources for information

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on the product, step 3: the possibility of alternative options, meaning whether searches

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information of many alternatives, step 4: the intention to purchase the product and then

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implements the actual purchase of the product, step 5: evaluates after purchasing (Peter

ll

fu

and Donnelly, 2007).

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It can be seen that purchase intention is an important step in buying behavior, after

at

nh

considering and evaluating the product (Chen, 2008; Grewal et al., 1998). Purchase

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intention expresses the willingness of consumers to buy products or services in the

z

short term buying decision (Wu et al., 2011, Fandos and Flavian, 2006). Today, many

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ht

studies show that purchase intention is impact by familiar influences, social groups. In
fact, the more purchase intention obtains, the more possibly purchase decision takes

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place (Espejel et al., 2008).

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Lu
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18 | P a g e

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2.8 Research Model

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ep
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Beliefs in
product attributes

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H2

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Attitudes toward applying
skin care products

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pl

H5

ua

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H3

Purchasing intention

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Personal image

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H1

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Normative Influences

H4

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z

Figure 2.1: Research model

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2.8.1 The relationship between Personal Image and Normative Influences
There is a link between personal image and normative influences. Actually, personal

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k

image reflect the perceptions men have of what they want to be (Goldsmith, Moore &

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Beaudoin, 1999), whereas normative influence is identified as the other people or

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ai

groups who would complement or criticize the respondents’ performance (Ajzen &

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Fishbein, 1980). Hu and Jasper (2006) revealed that an individual changes behavior to

an
Lu

integrate with others (normative influences), resulting from the belief that the changing
will increase the man’s self-concept or personal image. Therefore, the first hypothesis

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is proposed as follows:

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2.8.2 The relationship between Beliefs in Product Attributes and Attitudes

product, promotion, people (salesperson), and place (store distribution) for cosmetic

19 | P a g e

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The study of Siu and Wong (2002) investigates 5P marketing mix such as price,

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H1: Normative influences positively affect the personal image.


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product attributes in Hong Kong. Anderson and He (1998) find quality, price, brand,

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ep

packaging, advertising, and salesperson as influential attributes when Chinese customer

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considers using cosmetics in China. Additionally, Johri and Sahasakmontri (1998)

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reveals that consumers’ attitudes toward green cosmetic products evaluate a product

n
lo

based on its origin and flavor, color, performance, brand messages, price, whether it is

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safe for skin, trial, outlet atmosphere, packaging, ingredients, and whether it was tested

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th

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on animals. Therefore, attributes affecting buying skin care products are expected to

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include price, quality, packaging, promotion, salesperson, advertising, brand, and type

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of distribution. Consequently, the research investigates how those products attributes

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n

ua

effect on the attitudes of Vietnamese male consumer toward buying skin care products.

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Thus, the second hypothesis is proposed as follows:

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H2: Beliefs in product attributes positively affect male consumers’ attitudes toward

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fu

applying skin care products.

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2.8.3 The Relationship between Personal Image and Attitudes

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Beaudoin, Moore and Goldsmith (1998) implies that attitudes toward buying apparel

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are linked to personal image because purchasing apparel satisfies various needs, such

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as personal image or personal identify. Like apparel, skin care cosmetics have symbolic

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jm

ht

or communicative value (Coulter, Feick & Price, 2002). Person perception changes
positively toward to cosmetics when they affect personal appearance (Belk, 1978).

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gm

Accordingly, Coulter, Feick, and Price (2002) found that personal image had an

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ai

influence toward applying and buying cosmetic products for women in Hungary. In

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this study, personal image will be examined in men and therefore it is expected that

an
Lu

personal image influences the attitudes of male consumers in the purchase of skin care
product in this study. Hence, the third hypothesis is proposed as follows:

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H3: Personal image positively affects male consumers’ attitudes toward applying skin

colleagues, expert, and celebrity endorsement make influences on behavioral intention

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Shih and Fang (2004) find that normative influences such as spouse, family,

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2.8.4 The relationship between Normative Influences and Behavior Intention

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care products.


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in adopting Internet banking for customers in Taiwan. In this study, normative

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influences include spouse, family, and friend. The fourth hypothesis is proposed as

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follows.

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H4: Normative influences positively affect the purchase intention of skin care products.

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2.8.5 The relationship between Attitudes and Behavior Intention

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Sukato and Elsey (2009) find that attitudes toward applying skin care products

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th

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demonstrate a great indicator toward behavioral intention about the adoption of male

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skin care products. This study proposes to consider the influence of attitudes toward

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using skin care products upon the intention to buy skin care products. So, the fifth

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ua

hypothesis is proposed as follows:

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2.9 Summary

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H5: Attitudes positively affect the purchase intention of skin care products.

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Chapter 2 reviews the components of the theory of reasoned action. Theory of reasoned

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action has 5 components: beliefs in product attributes, normative influences, personal

at

nh

image, attitude toward applying skin care products, and purchase intention. Research

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model is built to represent the relationships between components. In this model the

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relationships are assumed as follow: normative influences positively affect the personal

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jm

ht

image, beliefs in product attributes positively affect male consumers’ attitudes toward

applying skin care products, personal image positively affects male consumers’

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gm

attitudes toward applying skin care products, normative influences positively affect the

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purchase intention of skin care products, attitudes positively affect the purchase

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intention of skin care products. The next chapter will present the research method that

information with assumptions set out.

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Lu

is performed to adjust and evaluate the scales, and test the fit of the model with market

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ey

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Chapter 3

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RESEARCH METHODOLOGY

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3.1 Introduction

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Chapter 3 presents the research method that is performed to adjust and evaluate the

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scales of concepts, and test the fit of the model with market information with

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assumptions set out. This chapter consists of six main components: (1) research design,

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(2) population, sample size and sampling method, (3) data collection, (4) data analysis,

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(5) measurement scale, (6) research process.

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3.2 Research design

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This study applied deductive approach in order to confirm and reject all issues that

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were form base on previous research and theories. According to Bryman & Bell (2007)

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and Chanintorn & Jiraporn (2010) noted that deductive approach begins with a general

fu

ll

ideas (such as theory, laws, principles) and based on them, specific hypotheses are

m

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formed which could be tested in order to support the general ideas. Moreover, both

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3.2.1 Qualitative research

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study.

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qualitative and quantitative research implemented to collect primary data in this

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Qualitative research is collecting, analyzing, and interpreting data by observing
what people did and said. The nature of this type of research is exploratory and

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open-ended. Small numbers of people are interviewed in-depth and/or a relatively

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ai

small number of focus groups were conducted (Kirk & Miller, 1986). In this study,

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participants were asked to respond to general questions and the interviewer or group

an
Lu

moderator probed and explored their responses to identify and defined people’s

perceptions, opinions and feelings around skin care products and to determine the

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va

degree of agreement that existed in the group.

associated with exploring connections between variables (Bryman & Bell, 2007).

22 | P a g e

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structured to find out men behavior toward skin care products. Quantitative research is

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Quantitative research is a quantitative approach that will be adopted as it is highly

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3.2.2 Quantitative research


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Quantitative research is appropriate to use under a positivist paradigm and natural

hi
ep

science approach, which helpes explain the links between theory and research (Bryman

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& Bell, 2007).

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3.3 Population, sample size and sampling method

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Data analysis methods used in this study is analyzing the structure of linear models.

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The researchers in this field agree that this method requires a large sample size because

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th

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it is based on the theory of large sample distribution (Raykov & Widaman, 1995).

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However, how was the large sample size, it was currently not clearly defined; it

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depends on the estimation method. Researchers have said that if the use of ML

al

n

ua

estimation method, the minimum sample size from 100 to 150 (Hair & CTG, 1998), a

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minimum of 200 (Hoelter, 1983), a minimum of five samples for an estimated

n

parameter (Bollen, 1989). This study targeted the men who were at the age range

fu

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between 23-55 years old and living in Ho Chi Minh City as the respondents for the

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questionnaire survey. The questionnaires were selectively distributed to 422

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purposive sampling techniques.

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participants who worked in other occupations. The sample size was selected using

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The reason for selecting this sample was that during this age 23-55 years, men were in

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their working period; earning their own income, and therefore they were affordable to
buy skin care products. Further, it is stated that men with healthy and young-looking

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gm

skin have better opportunities in occupational achievements in this competitive era

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consumers during their working period.

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(Sukato & Elsey, 2009). Therefore, skin care products were very necessary for male

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Lu

Ho Chi Minh City had been selected for the collection sample of this study for three
reasons. First reason, this was a city with a dynamic economy and most developed in

23 | P a g e

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of them were involved in career development. And men thought that maintaining a

ey

dynamic economy, so every citizen had to be highly competitive to seek a job and most

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target market for skin care products live mainly in Ho Chi Minh City. Because it was a

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located and people with quite high incomes reside. Second reason, people being the

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Vietnam, where many manufactories, department stores and large shopping malls are