A Model of Male Consumer Behaviour in Buying Skin Care Products in Thailand

Abstract

The chief purpose of the research is to examine in some depth the phenomena of male consumer behaviour in buying skin care products in Thailand. In order to cope with the research purpose, Fishbein and Ajzen’s theory of reasoned action model is employed as a theoretical framework and modified by adding the self-image construct. The research question is “To what extent do beliefs in product attributes, selfimage, normative influences, and attitudes toward applying skin care products, affect Thai male consumers’ purchase intention and purchase behaviour in buying skin care products?” A questionnaire was developed and distributed to Thai male consumers aged 21 to 50 years in Bangkok metropolitan by using shopping mall-intercept and cluster sampling. 422 completed questionnaires were returned and then were analysed by using factor analysis, correlation, regression analysis, and path analysis in SPSS version 15.0. The results of the study confirm that beliefs, selfimage, normative influences, and attitudes have impacts on purchase intention and purchase behaviour in buying skin care products among Bangkok male consumers, and therefore, the modified theory of reasoned action is appropriate to explain male consumer behaviour in the purchase of specific cosmetic product in the Thai setting.