Online purchase intention of skin care products in Malaysia: theory of planned behaviour

The purpose of this study was to examine the online purchase intention of skin care product in Malaysia. This study also aimed on which factors that give the most big impact on the purchasing decision made by the online customers. The study is based on the Theory of Planned Behaviour as the guiding theory to conduct this research about the various buying behaviour of customers. In this study, four factors of buying behaviour were studied namely: Attitude, Subjective Norm, Perceived Behaviour Control, and Past Behaviour. This research discussed about the relationship between online purchase intention and the four factors as mentioned earlier. This study also discussed about the limitations occured during conducting the research such as requirement to pay articles, less number of past research, time constraint, and inadequate cooperation from respondents. This research suggested that positive relationship occurs between online purchase intention and purchase behaviour of customers.