頁籤選單縮合
題名 | Purchasing Cosmetic Products: A Preliminary Perspective of Gen-Y= |
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作者 | Uchenna Cyril Eze; Tan, Chew-beng; Yeo, Adelene Li-yen; |
期刊 | Contemporary Management Research |
出版日期 | 20120300 |
卷期 | 8:1 2012.03[民101.03] |
頁次 | 頁51-59 |
語文 | eng |
關鍵詞 | Brand image; Product knowledge; Product quality; Price promotion; Consumers’ purchase intention; Malaysia; |
英文摘要 | The cosmetics industry in Malaysia is growing rapidly at an annual rate of 13%. This is because of the increasing number of working women, increased urbanization, and the increasing self-awareness due to education. This industry is expected to grow steadily in the future due to the great demand for premium products. The research objective of this paper is to examine the influence of brand image, product knowledge, product quality, and price promotion on consumers’ purchase intention for cosmetic products. We used a survey questionnaire to collect 204 valid responses from Generation-Y female consumers in Malacca, Malaysia. Data collected were analyzed using multiple linear regression. The findings revealed that product image, product knowledge, and brand image emerged with a significant influence on intention to purchase cosmetics. However, price promotion was not significant. Finally, research and practice implications were outlined including areas for future research. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。