Causal Factors Influencing Attitudes on Consumption Behavior Through Perceived Quality of Function Drink Products for Beauty
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Abstract
This research article aims to study (1) the components of the causal factors influencing attitudes on consumption behavior through the perceived quality of function drink products for beauty; and investigates (2) the predictive power of the causal factors influencing attitudes on consumption behavior through the perceived quality of the products under study. The research instrument was a questionnaire to collect data. The sample population consisted of 453 female consumers aged from who were studying at an undergraduate level at an educational institution in Bangkok Metropolis with experience in purchasing and consuming function drinks for beauty. The structural equation modeling was analyzed using the PLS Graph 3.0 program.
The results showed that: the relationships of the number of factors using the technique of path analysis through SEM found that the perceived natural component and the perceived nutrition label directly influenced the perceived quality at the statistically significant level of .05. The perceived beauty component and the influence of a reference group directly influenced attitudes on consumption behavior. In addition, it was also found that communication influence exhibited an influence on attitudes towards consumption behavior through the perceived quality at the statistically significant level of .05. Moreover, it was also found that the perceived quality directly influenced attitudes on consumption behavior and the perceived beauty component exhibited an influence on attitudes towards consumption behavior through the perceived quality at the statistically significant level of .01
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Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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