A Study of Consumer Choice Behavior Determination Applying the Theory of Planned Behavior (TPB) of Functional Cosmetics

Purpose: This study aimed to identify consumer behavioral decisions based on the selection attributes of functional cosmetics. The structural relationship between consumers' attitudes, subjective norms, and perceived control was empirically examined for this purpose.Method: As a theoretical model, studies cosmetics were proposed Ajzen's theory planned behavior, collected data analyzed using SPSS 22. After determining cosmetics, correlation analysis performed understand intentions leading purchase.Result: It verified that higher attitude, norm, control, which are sub-elements behavior (TPB), intention At time, it discovered among TPB, intention. Furthermore, as increased, so did preference wrinkle improvement, whitening improvement UV protection cosmetic attributes. In case, have greatest influence in attributes.Conclusion: Recently, scope has expanded interest needs expectations consumers use diversified, properties. Therefore, is critical carefully consider characteristics establish marketing strategy While most previous related focused solely purchasing consumers, significant identified process determines purchase greater detail.