Influence of consumer's knowledge in skin care product on purchase intention

Wong, Chui Yi (2023) Influence of consumer's knowledge in skin care product on purchase intention. Final Year Project, UTAR.

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Abstract

This research adopts the attribution theory to determine the major dimensions (social media, brand image, pricing, and perceived value) that can influence the purchase intention of skin care products. The reason why this research applied attribution theory is because past and previous studies have been adopted in the context of purchase intention. Besides that, this study is based on empirical data collected from questionnaires distributed to a sample of 250 users of skin care products. Statistical Packages for Social Science (SPSS) version 29.0 is used to evaluate the collected data. Hence, the results show that social media, brand image, and pricing have a significant relationship with the purchase intention of skin care products. Contrary to expectations, perceived value has an insignificant relationship with the purchase intention of skin care products. The chapter concludes with a discussion of the study's limitations and the recommendations that were necessary. The recommendations deliver effective suggestions and directions for further future studies. These findings can provide valuable insights for marketers to understand the factors influencing the purchase intention of skin care products.

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