Factors Influencing Consumer Purchase Intentions of Medical Beauty Products

Abstract

The aim of the study was to examine factors influencing consumer purchase intentions of medical beauty products using the Theory of Planned Behavior (TPB). Measures included knowledge, attitude towards use, subjective norm, perceived financial control, and purchase intention. Data (n = 307) were analyzed using IBM SPSS Statistics 26 and AMOS 24 software to evaluate the strength of relationship between the constructs. The findings of this study showed that perceived financial control was the most important variable affecting consumers’ intention to purchase medical beauty products, followed by attitude and knowledge. This finding supports the use of TPB in predicting consumer purchase intentions for medical beauty products and suggest appropriate marketing strategies to encourage consumers to choose medical beauty products that contain permissible ingredients.