The factors affecting the purchase decision of cosmetic products of lesbian, gay, bisexual, and transgender (LGBT)

Abstract

The research aims to factors affecting on LGBT ‘s consumer on cosmetics product by discovery the internal and external attracting to intention. The combination of self Determination theory 2000 backup for the factors dimension affecting to attitude of Theory of Planning Behaviour 1991. The model is application as LGBT group in Ho Chi Minh city Viet Nam, it also supported factors Attitude toward intention to consumer. The research question measurement the impact of factors “External Motivation, Extrinsic Regulation, Introjected Regulation, Intrinsic Motivation, Identified Motivation in individual, Attitude, Intention, Perceived behavior control, Subject Norm”. To LGBT's consumer purchase intention on buying cosmetic products. The questionaire structure was developed and distributed selectively to LGBT Viet Nam consumer aged 18 – 55, who can image those lives with control behavior. 214 appropriate questionaires were collected and 205 fit to model of research testing by Smart PLS ver.3. The result of research confirmed that all factor External Motivation, Extrinsic Regulation, Introjected Regulation, Intrinsic Motivation, Identified Motivation in individual affecting to attitude of person by the ways growing up intention to decision of consumer of LGBT. All factor effects on purchase attitude to making decision buying cosmetics of LGBT. The study provides results and implications for research organizations evaluating the market, issues related to the behavioral influence of cosmetic buying through internal and external of human factors.