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Factors Influencing Purchase Intention towards Dietary Supplement Products among Young Adults

This study aimed to explore the factors affecting young adults‟ purchase intention towards dietary supplement products. These factors included attitude towards consuming dietary supplements, subjective norms, perceived behavioral control, as well as demographic characteristics such as gender, income...

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Main Authors: Lee, Jia Hou, Lim, Kwoh Fronn, Yong, Kai Yun
Format: Final Year Project / Dissertation / Thesis
Published: 2016
Subjects:
BF Psychology
Online Access:http://eprints.utar.edu.my/2327/1/PY%2D2016%2D1304754.pdf
http://eprints.utar.edu.my/2327/
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spelling my-utar-eprints.23272019-08-13T15:17:00Z Factors Influencing Purchase Intention towards Dietary Supplement Products among Young Adults Lee, Jia Hou Lim, Kwoh Fronn Yong, Kai Yun BF Psychology This study aimed to explore the factors affecting young adults‟ purchase intention towards dietary supplement products. These factors included attitude towards consuming dietary supplements, subjective norms, perceived behavioral control, as well as demographic characteristics such as gender, income, and residential area. 300 respondents were equally recruited from the internet and also UTAR, Kampar campus to complete the questionnaire. Findings concluded that perceived behavioral control, subjective norms, and attitude significantly predicted the purchase intention of dietary supplement products. Among these variables, subjective norms was the strongest predictor. Besides that, demographic characteristic such as gender difference was found significant in purchase intention of dietary supplement products. In contrast, there was no significant difference found between types of residential area in purchase intention of dietary supplement products. A significant and positive relationship between income and purchase intention was discovered. The findings strengthened the Theory of Planned Behavior (TPB) of predicting purchase intention of dietary supplement products among young adults. Subjective norms, being the most significant predictor of purchase intention could also be constructive for marketers to effectively publicize dietary supplement use. 2016-04-07 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/2327/1/PY%2D2016%2D1304754.pdf Lee, Jia Hou and Lim, Kwoh Fronn and Yong, Kai Yun (2016) Factors Influencing Purchase Intention towards Dietary Supplement Products among Young Adults. Final Year Project, UTAR. http://eprints.utar.edu.my/2327/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic BF Psychology
spellingShingle BF Psychology
Lee, Jia Hou
Lim, Kwoh Fronn
Yong, Kai Yun
Factors Influencing Purchase Intention towards Dietary Supplement Products among Young Adults
description This study aimed to explore the factors affecting young adults‟ purchase intention towards dietary supplement products. These factors included attitude towards consuming dietary supplements, subjective norms, perceived behavioral control, as well as demographic characteristics such as gender, income, and residential area. 300 respondents were equally recruited from the internet and also UTAR, Kampar campus to complete the questionnaire. Findings concluded that perceived behavioral control, subjective norms, and attitude significantly predicted the purchase intention of dietary supplement products. Among these variables, subjective norms was the strongest predictor. Besides that, demographic characteristic such as gender difference was found significant in purchase intention of dietary supplement products. In contrast, there was no significant difference found between types of residential area in purchase intention of dietary supplement products. A significant and positive relationship between income and purchase intention was discovered. The findings strengthened the Theory of Planned Behavior (TPB) of predicting purchase intention of dietary supplement products among young adults. Subjective norms, being the most significant predictor of purchase intention could also be constructive for marketers to effectively publicize dietary supplement use.
format Final Year Project / Dissertation / Thesis
author Lee, Jia Hou
Lim, Kwoh Fronn
Yong, Kai Yun
author_facet Lee, Jia Hou
Lim, Kwoh Fronn
Yong, Kai Yun
author_sort Lee, Jia Hou
title Factors Influencing Purchase Intention towards Dietary Supplement Products among Young Adults
title_short Factors Influencing Purchase Intention towards Dietary Supplement Products among Young Adults
title_full Factors Influencing Purchase Intention towards Dietary Supplement Products among Young Adults
title_fullStr Factors Influencing Purchase Intention towards Dietary Supplement Products among Young Adults
title_full_unstemmed Factors Influencing Purchase Intention towards Dietary Supplement Products among Young Adults
title_sort factors influencing purchase intention towards dietary supplement products among young adults
publishDate 2016
url http://eprints.utar.edu.my/2327/1/PY%2D2016%2D1304754.pdf
http://eprints.utar.edu.my/2327/
_version_ 1646030893557481472
score 13.211869

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