A Preliminary Study on the Factors Affecting Cosmetic and Personal Care (CPC) Products Online Social Shopping Purchase Intention

  • Kin Leong Tang
  • Hon Tat Huam


From 2014 to 2018, Malaysia's Cosmetic Personal Care (CPC) product industry grew at a rapid pace, and it is expected to reach US$2,929 million by 2025 (Statista, 2021b). Offline channels, on the other hand continue to be the primary distribution channel of total CPC product sales (Statista, 2019a). At the same time, social networks are gaining popularity and opening up substantial new business opportunities. As social commerce is still relatively new in Malaysia, and people's attitude towards social shopping are evolving, it is critical to study and understand the impact of CPC products online social shopping purchase intention. Many studies have been conducted to investigate the impact of attitude on purchase intention. Instead, researchers argued without desire, attitude cannot inspire intention (Meng & Choi, 2016).  Furthermore, study on CPC products on online social shopping purchase intention is limited. This preliminary study proposed the Model of Goal-directed Behaviour (MGB) to investigate the factors influencing CPC product online social shopping purchase intention in Malaysia to fill these gaps. This study also added trust and eWoM in order to broaden the MGB. Non-probability sampling using respondent-driven sampling (RDS) technique will be used in this study. Users of social networks will be invited to participate in self-administered online surveys via URL link. The collected data will then be used for analysis using Partial Least Square Stractural Equation Modelling technique.


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How to Cite
LEONG TANG, Kin; TAT HUAM, Hon. A Preliminary Study on the Factors Affecting Cosmetic and Personal Care (CPC) Products Online Social Shopping Purchase Intention. International Journal of Business and Technology Management, [S.l.], v. 3, n. 3, p. 1-15, sep. 2021. ISSN 2682-7646. Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/15032>. Date accessed: 10 aug. 2022.