An Empirical Study on the Factors Affecting Purchase Intention with Theory of Planned Behavior Model in the Mongolian Male Cosmetics Market

The purpose of this paper is to predict factors of purchase intention of Mongolian male consumers when purchasing male care products. Three constructs of the Theory of Planned Behavior; Attitude as a personal factor, Subjective Norms as social influence, and Perceived Behavioral Control as control factor were used to predict the purchase intention of cosmetics. A total of 100 Mongolian men aged 15 to 65 participated in the survey. The hypothesis was verified by multiple regression analysis in SPSS24.0. The results showed that attitude and behavioral control had a significant effect on purchase intention of Mongolian male customers purchasing male. However, subjective norms are about customer pressures, and social customs and the opinions of the people around us do not significantly affect the intent to purchase.