A Conceptual Model for Factors Influencing Purchase Intention of Cosmetic Products
Abstract
This paper proposes a conceptual model for factors influencing intention to purchase cosmetic products. Globalization is increasing the intensity of rivalry among cosmetic sector participants. In these instances, business practitioners must devise the best strategies to increase market share. One of the elements that can be concentrated on is consumer behavior. Understanding consumer behavior is one of the most important factors to consider when developing strategies. The primary goal of this study is to investigate the factors that influence customers' purchasing intentions for cosmetic products in Malaysia. Theory of Reasoned Action (TRA) served as a basis for the study, with four additional variables added on. As a result, the study explores six independent variables that influence purchase intention for cosmetic products. The results of this research could contribute to the current body of literature and provide industry stakeholders with insights into how the factors examined in this study impact customer purchase intent. This knowledge empowers them to craft more impactful business strategies.
Downloads
References
Al Mamun, A., Nawi, N. C., Hayat, N., & Zainol, N. R. B. (2020). Predicting the purchase intention and behaviour towards green skincare products among Malaysian consumers. Sustainability, 12(24), 10663.
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International journal of information management, 42, 65-77.
Andreini, D., Fetscherin, M., & Zarantonello, L. (2021). How a CEO’s personality, performance, and leadership predict advertising credibility: conceptualizing and measuring CEO brand image. Journal of Advertising Research, 61(1), 110-124.
Bendisch, F., Larsen, G., & Trueman, M. (2013). Fame and fortune: a conceptual model of CEO brands. European journal of marketing, 47(3/4), 596-614.
Chae, W. S. & Lee, C. K. (2013). Exploring the effect of the human brand on consumers' decision quality in online shopping: An eye?tracking approach. Online Information Review, 37(1), 83-100.
Chan, Y. Y. & Mansori, S. (2016). Factor that influences consumers' brand loyalty towards cosmetic products. Journal of marketing management and consumer behavior, 1(1).
Chen, C. W., Chen, T. H., & Lin, Y. F. (2011). Statistical analysis for consumers' intentions of purchasing cosmetics. African Journal of Business Management, 5(29), 11630.
Chow, C. (2020). Beauty redefined: the keys to post-COVID growth. https://www.kantar.com/inspiration/coronavirus/beauty-redefined-the-keys-to-post-covid-growth
Colamatteo, A., Cassia, F., & Sansone, M. (2022). Near-shoring versus far-shoring: Effects on customer perceived quality and purchase intention. The TQM Journal, 34(5), 1416-1431.
Delgado, C., Gómez-Rico, A. & Guinard, J. X. (2013). Evaluating bottles and labels versus tasting the oils blind: Effects of packaging and labeling on consumer preferences, purchase intentions and expectations for extra virgin olive oil. Food research international, 54(2), 2112-2121.
Eagar, T., and Dann, S. (2016). Classifying the narrated selfie: genre typing human-branding activity. Eur. J. Mark., 50(1), 1835–1857.
Festinger, L. (1954). A theory of social comparison processes. Human relations, 7(2), 117-140.
Fetscherin, M., Veloutsou, C., & Guzman, F. (2021). Models for brand relationships. Journal of Product & Brand Management, 30(3), 353-359.
Fleck, N., Michel, G., & Zeitoun, V. (2014). Brand personification through the use of spokespeople: An exploratory study of ordinary employees, CEOs, and celebrities featured in advertising. Psychology & marketing, 31(1), 84-92.
Gerstell, E., Marchessou, S., Schmidt, J. & Spagnuolo, E. (2020). McKinsey & Company Report. How COVID-19 is changing the world of beauty. Asia.
Greggianin, M., Tonetto, L. M., & Brust-Renck, P. (2018). Aesthetic and functional bra attributes as emotional triggers. Fashion and Textiles, 5, 1-12.
Herrmann, A., Landwehr, J. R., & Wentzel, D. (2012). The Tipping Point of Design: How Product Design and Brands interact to affect Consumers' Preferences. Psychology and Marketing, 29(6), 422-433.
Horng, J. S., Liu, C. H., Chou, H. Y. & Tsai, C. Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism management, 33(4), 815-824.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of consumer research, 29(4), 595-600.
Kim, A. J. & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486.
Kim, H. S., & Jang, S. (2021). CEO overconfidence and firm performance: The moderating effect of restaurant franchising. Cornell Hospitality Quarterly, 62(2), 276-292.
Kim, H. Y. & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of consumer Marketing, 28(1), 40-47.
Kobayashi, M. L. & Benassi, M. D. T. (2015). Impact of packaging characteristics on consumer purchase intention: Instant coffee in refill packs and glass jars. Journal of Sensory Studies, 30(3), 169-180.
Le, T. T. (2023). Corporate social responsibility and SMEs' performance: mediating role of corporate image, corporate reputation and customer loyalty. International Journal of Emerging Markets, 18(10), 4565-4590.
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., Zhou, J., & Bonaiuto, M. (2020). Apple or Huawei: Understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability, 12(8), 3391.
Mehra, A., Rajput, S., & Paul, J. (2022). Determinants of adoption of latest version smartphones: Theory and evidence. Technological Forecasting and Social Change, 175, 121410.
Meng, F. & Wei, J. (2014). What factors of online opinion leader influence consumer purchase intention. International Journal of Simulation: Systems, Science and Technology, 16, 1-8.
Morwitz, V. G., Steckel, J. H., & Gupta, A. (2007). When do purchase intentions predict sales?. International Journal of Forecasting, 23(3), 347-364.
Rachbini, W. (2018). The relationship of attitude, subjective norm, perceived behavioral control on halal food purchasing behavior in Jakarta. IOSR Journal of Business and Management, 20(1), 28-37.
Researchdive. (2023). Global Cosmetics Market to Experience Noteworthy Growth by 2031 with the Rising Demand for Sustainable Cosmetics Products. https://www.researchdive.com/8336/Anlyst-Review/cosmetics-market
Seo, Y. W., Chae, S. W. & Lee, K. C. (2012). The impact of human brand image appeal on visual attention and purchase intentions at an e-commerce website. In Intelligent Information and Database Systems: 4th Asian Conference, ACIIDS 2012, Kaohsiung, Taiwan, 4(1-9). Springer Berlin Heidelberg.
Shanbhag, S., Nayak, A., Narayan, R. & Nayak, U. Y. (2019). Anti-aging and sunscreens: paradigm shift in cosmetics. Advanced pharmaceutical bulletin, 9(3), 348.
Sohn, Y. Y., Weaver Lariscy, R. & Tinkham, S. F. (2009). The impact of CEO reputation: Negative news and economic decisions. International Journal of Strategic Communication, 3(1), 1-18.
Speed, R., Butler, P., & Collins, N. (2015). Human branding in political marketing: Applying contemporary branding thought to political parties and their leaders. Journal of political marketing, 14(1-2), 129-151.
Spherical-insights. (2023). Global Cosmetics Market. https://www.sphericalinsights.com/reports/cosmetics-market#:~:text=The%20Global%20Cosmetics%20Market%20Size,USD%20426.4%20Billion%20in%202023
Sreen, N., Purbey, S. & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of retailing and consumer services, 41, 177-189.
Statista. (2023). Export value of beauty and skincare products from Malaysia from 2018 to 2022. https://www.statista.com/statistics/1391519/malaysia-beauty-and-skincare-products-exportvalue/
Sultan, P. & Wong, H. Y. (2019). How service quality affects university brand performance, university brand image and behavioural intention: The mediating effects of satisfaction and trust and moderating roles of gender and study mode. Journal of Brand Management, 26, 332-347.
Sung, H., Kim, J. & Choi, H. (2021). Effects of consumer–cause fit and consumer–product fit of cause?related marketing on product purchase intention. Journal of Consumer Behaviour, 20(3), 791-802.
Tavares, D. R., Canciglieri Junior, O., Guimarães, L. B. de M. & Rudek, M. (2021). A systematic literature review of consumers’ cognitive-affective needs in product design from 1999 to 2019. Frontiers in Neuroergonomics, 1, 1-22.
Thomson, M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of marketing, 70(3), 104-119.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
Zamudio, C, Wang, Y, Haruvy, E. (2013) Human brands and mutual choices: an investigation of the marketing assistant professor job market. Journal of the Academy of Marketing Science, 41(6), 722736.
Zhang, B., Fu, Z., Huang, J., Wang, J., Xu, S. & Zhang, L. (2018). Consumers' perceptions, purchase intention, and willingness to pay a premium price for safe vegetables: a case study of Beijing, China. Journal of cleaner production, 197, 1498-1507
Copyright (c) 2024 Roszi Naszariah Nasni Naseri, Maizatul Saadiah Mohamad, Maryam Mohd Esa, Zamry Gafar, Roslinawati Ibrahim, Zurairah Jais
This work is licensed under a Creative Commons Attribution 4.0 International License.
Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team edits and formats manuscripts to bring uniformity and standardization in published material.
This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.
