Factors affecting the intention to buy vietnamese skin care cosmetics of consumers from 16 to 25 years old

Abstract

These days, people are paying more and more attention to looks, particularly the face. People not only pay attention to themselves, but also the people around them, and often even judge others based on their appearance. Therefore, it makes perfect sense to spend a significant amount of money on appearance care goods and services. This is also the cause of the robust growth in the cosmetics business both domestically and internationally. It is undeniable, nonetheless, that Vietnam's domestic cosmetics industry still faces numerous obstacles when compared to businesses operating internationally in the same industry. Even though many Vietnamese enterprises have made a concerted effort to adapt in order to stay competitive, Vietnamese consumers still prefer to use foreign cosmetics. To understand the factors that influence young people's behavioral intentions toward purchasing Vietnamese skin care cosmetics, the authors conducted research on the topic "Factors affecting the intention to buy Vietnamese skin care products of customers from 16 to 25 years old”. Based on the findings of this research, the research group suggested new strategies for domestic cosmetics enterprises to enhance their purchasing intention. The survey uses an online questionnaire to collect information about the intention to buy Vietnamese skin care cosmetics of consumers aged 16-25 years old (N=237). When filtering invalid answer sheets, 220 valid answer sheets were obtained and analyzed. After consulting behavioral theories and previous research articles, the authors proposed a research model including 5 factors affecting young people's intention to buy Vietnamese cosmetics, including: Price Importance, attitude, subjective norm, perceived behavioral control, and perceived quality. The results of the study reflect that the perceived quality factors, attitudes and subjective norms are statistically significant and have a positive impact on purchase intention. The two factors price and perceived behavioral control are not statistically significant, meaning they do not affect purchase intention. Based on the research results, the authors have proposed measures to change and improve domestic products for businesses, to help promote product purchasing intentions of Vietnamese youth.