| dc.description.abstract | This study assesses the influences of the skin's concerns, self-image, celebrity endorsement, social expectations, subjective norms who have used men skincare products in Ho Chi Minh City, Vietnam to male customer's intention. The concepts of these variables are used in this way as a theoretical basis and influence the customer's buying intentions positively and directly. It also seeks to determine how independent variables relate to consumers' intention to purchase. In the case of men between 15 and 30 years of age living in HCM, Vietnam a questionnaire was created and distributed. There are total of 300 participants in the sample. The questionnaires returned were also analyzed with a quantitative method and were used SPSS version 20.0 software. Five variables proposed by the conceptual framework were found to significantly positive in relation to the purchasing intention level of consumers of men following the linear regression analysis. The 'self-image' variable is the most effect on intention of consumers, according to the regression equation; while factor which has the poorest effect on consumers who purchase intention is "celebrity endorsement". Generally, the current paper helps clarify the value of the male's skincare sector, reveals independent factors affecting the intention of men to buy skincare products and supporting the manufacturers and salespeople of men's skincare industries in Vietnam. In particular, scarce resources can be prioritized and distributed to essential dimensions, thereby achieving an increase in revenue. In this analysis, however, there were many limitations. Therefore, some recommendations and suggestions were made to improve the reliability and accuracy of further studies.
Keywords: men skincare products, skin health’s concern, self-image, social expectation, celebrity endorsement, subjective norms, purchase intention. | en_US |
