Factors affecting women’s intention of repeatedly buying melasma treatment products in Ho Chi Minh City

Abstract

The article studies the factors affecting the women’s intention of melasma product repeat purchase in Ho Chi Minh City, thereby giving managerial implications to help customers of companies improve intention of repeatedly buying melasma products in Ho Chi Minh City. The research process surveyed 370 people at cosmetics stores and selected 354 people with valid answer sheets. The research result found that 05 factors affecting the women’s intention of repeatedly buying melasma products in Ho Chi Minh City, specifically: Celebrity (X1), Product price (X2), Product packaging (X4), Product quality (X5), Age (X6). In which, X2 (β = 0.281), X6 (β = .192) were two factors that had the strongest impact on women’s intention of repeatedly buying melasma treatment products in Ho Chi Minh City. The result of the study suggested some important managerial implications for companies to increase the women’s intention of repeatedly buying melasma treatment products in Ho Chi Minh City.

Keywords

• ý định mua lặp lại sản phẩm trị nám
• yếu tố mua lặp lại sản phẩm trị nám của phụ nữ thành phố hồ chí minh