Md Sallehan, Syazwani
(2021)
Facial care products : an explorative study of consumer purchase intention using FMRI.
Masters thesis, Universiti Sains Malaysia.
Abstract
Introduction: Facial care products are quickly expanding in terms of market
size and global coverage, there are crucial needs for a better knowledge of consumer
purchasing behaviors. The research model that was studied was a simplified form of
the planned behavior theory. The Theory of Planned Behavior (TPB) was served as
the primary theoretical frameworks for predicting intentions to purchase facial
care products in this research.
Objective: The purpose of this study was to determine the effects of perceived
purchase intention on subjective norms, perceived behavioral control, and attitudes
toward questionnaires and facial care products. Another objective was to examine
consumers' brain responses that could modulate activity of the brain signals via
functional MRI.
Methodology: There were two stages, with the first being a survey of 133
participants and the second involved functional Magnetic Resonance Imaging with just
eight subjects. Both designs were based on the TPB model in construct questionnaire.
In stage 2, we re-used the questionnaire items that assessed participants in fMRI, which
included images of global and non-global facial care products.
Results: Objective 1 was not supported, as only attitude influenced purchase
intention positively (β= 0.451, p< 0.01). Due to the mismatch in scoring systems, this
research could not reconcile objective 1 and objective 2. We used the same questions
from the questionnaire with fMRI images incalculating yes and no response. There
were statistically significant findings for brain signals concerning attitude (p < 0.05 uncorrected). We observed increased activities in the left superior parietal lobule, right
angular gyrus,left hippocampus, left supramarginal gyrus, right precuneus and left
middle occipital gyrus area (p < 0.05 uncorrected).
Conclusion: There was a limitation in terms of the products employed in the
experiments. This study examined just facial care products using fMRI. Therefore,
future research should duplicate this study utilizing a variety of different items like
car, food or household goods.
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