The Relationship between Personal-oriented Values and Purchase Intention of Facial Whitening Products -A Study of Chinese Male in Yunnan of China
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 Chinese male consumers. This research utilized List of values (LOV) to measure the nine personal-oriented values of Chinese male consumers. Sample survey technique was applied in this study. The researcher found that six out of nine personal-oriented values (security, sense of accomplishment, self fulfillment, being well respected, fun and enjoyment, and excitement) had low positive relationships with attitude towards facial whitening products; however, attitude towards facial whitening products had a high positive relationship with purchase intention of facial whitening products.
personal-oriented values attitude purchase intention chinese male facial whitening products
MA Mengli LI Yan
Business College, Honghe University, P.R.China, 661100
国际会议
威海
英文
323-330
2010-07-24(万方平台首次上网日期,不代表论文的发表时间)