The relationship between personal-oriented values, attitude towards, and purchase intention of facial whitening products
The relationship between personal-oriented values, attitude towards, and purchase intention of facial whitening products
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2008
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Assumption University
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eng
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Assumption University. Martin de Tours School of Management and Economics
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AU Journal of Management 6, 2 (July-December 2008), 1-9
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Abstract
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 facial whitening products; however, attitude had a high
positive relationship with purchase intention of facial whitening products.
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In English ; only abstract in English
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