IDEAS home Printed from https://ideas.repec.org/a/taf/rgfmxx/v10y2019i4p377-397.html
   My bibliography  Save this article

Metrosexual trend in facial care products: Analysis of factors that influence young Chinese men purchasing intention

Author

Listed:
  • Candy Lim Chiu
  • Qiyue Wang
  • Han-Chiang Ho
  • Jiang Zhang
  • Fusu Zhao

Abstract

Chinese men are now confronted by the very same pressures that women have faced in attempting to attain the ideal physical appearance which leads to more men are spending money on skincare products. This paper applies the ABC (affect-behavior-cognition) model of attitudes and aims to identify factors that influence the affective and cognitive attitude of young Chinese male consumers towards purchasing intention of men’s facial care products. The conceptual model was tested using sets of questionnaires that are distributed to male university students. The total sample consists of 402 respondents. Structural Equation Modeling (SEM) was used as a statistical method to assess the statistical significance of the proposed relationships among sets of observed variables. The results indicated that social recognition, social expectation, and word-of-mouth significantly influence Chinese young men affective component to buy facial care products, while cognition component successfully mediated between word-of-mouth, aesthetic appearance, health concern, and purchase intention. Although facial care products are traditionally associated with women, the current research contributes to knowledge of the importance and trend of the men’s facial care segment in Asia.

Suggested Citation

  • Candy Lim Chiu & Qiyue Wang & Han-Chiang Ho & Jiang Zhang & Fusu Zhao, 2019. "Metrosexual trend in facial care products: Analysis of factors that influence young Chinese men purchasing intention," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 10(4), pages 377-397, October.
  • Handle: RePEc:taf:rgfmxx:v:10:y:2019:i:4:p:377-397
    DOI: 10.1080/20932685.2019.1639527
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/20932685.2019.1639527
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1080/20932685.2019.1639527?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rgfmxx:v:10:y:2019:i:4:p:377-397. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rgfm .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.