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    The relationship between personal-oriented values, attitude towards, and purchase intention of facial whitening products 

    Ma, Mengli (Assumption University, 2008)

    The main purpose of this study is to explore the relationship between personal-oriented values, attitude towards, and purchase intention of facial whitening products of Thai male consum- ers. This research utilized List of Values (LOV) to measure nine personal-oriented values. Sample survey technique was applied and a self administered questionnaire was established in order to collect data in Bangkok. The researcher found that six out of nine personal-oriented values had low positive relationships with attitude towards ...