Luận văn thạc sĩ UEH factors influencing male consumer puchase intentions a study of care products

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

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Phan Van Nam

FACTORS INFLUENCING MALE

CONSUMER PURCHASE INTENTION:

A STUDY OF SKIN CARE PRODUCTS

IN HO CHI MINH CITY

MASTER OF BUSINESS (Honours)

Ho Chi Minh City - Year 2015

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

------------------------------

Phan Van Nam

FACTORS INFLUENCING MALE

CONSUMER PURCHASE INTENTION:

A STUDY OF SKIN CARE PRODUCTS

IN HO CHI MINH CITY

ID: 22120095

MASTER OF BUSINESS (Honours)

SUPERVISOR:

Dr. VO THI NGOC THUY

Ho Chi Minh City - Year 2015

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DECLARATION

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

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

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

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

Signature: Phan Van Nam

Date: 08/02/2015

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ACKNOWLEDGEMENTS

This thesis has been implemented with the contributions and encouragements from

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

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

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

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

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

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

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

providing valuable regards and recommendations on previous drafts. Without their

guidance, my thesis would not have been completed.

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

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

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

answer my questionnaire.

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TABLE OF CONTENT

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

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

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

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

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

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

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

Chapter 2: LITERATURE REVIEW, HYPOTHESES AND RESEARCH

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

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

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

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

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

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

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

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

2.4.1 Quality.............................................................................................................. 15

2.4.2 Packaging ......................................................................................................... 15

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

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

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

2.6 Men’s attitudes toward applying skin care products............................................. 17

2.7 Purchase intention................................................................................................ 18

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

3.7.3 Personal image.................................................................................................. 28

3.7.4 Attitudes toward applying skin care products.................................................... 29

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

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

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

4.1 Introduction ......................................................................................................... 32

4.2 Descriptive of statistics........................................................................................ 33

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

APPENDIX A: Reliability analysis (Cronbach’s Alpha coefficient)..................... 62

APPENDIX B: Exploratory factor analysis (EFA)................................................ 67

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

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

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LIST OF FIGURES

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

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

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

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

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

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

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

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

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