Factors that influence Hong Kong consumers' purchases of function-oriented personal products

Consumer behaviour is a complex topic becuase influencing factors may vary between various market segments and product types. Fucntion-oriented personal products (FOPPs) with particular fucntions, such as thermal underwear and transparent anti-ultraviolet (UV) lotion (protects skin without leaving a while film on the skin's surface), are becoming popular in Hong Kong. However, only a few studies have investigated which and how psychological factors affect the purchase intention of Hong Kong consumers towards FOPPs. After reviewing the literature on the theory of planned behaviour model and research from the field of psychology, it was posited that appearance consciousness and value consciousness affect the purchase intentions on FOPPs consumers. Attitudes, subjective norms and perceived behavioural control mediate the effect of appearance consciosness and value consciousness on purchase intentions. A questionnaire was used to collect data from students at Lingnan University. Linear regression analysis and mediation analysis were used to analyse the data. Results revealed that the appearance consciousness and value consciousness of consumers affect their purchase intentions towards FOPPs. In addition, attitudes towards FOPPs with beautifying functions, attitudes towards FOPPS with superior ultilitarian performance, and the subjective norm mediate the relationship between appearance consciousness or value consciousness and purchase intentions towards FOPPS. Therefore, three mediators were found in each relationship. Perceived behavioural control showed no indirect effect on either relationship. The results of this study advance implications for academic researchers, which indicate that apart from the direct effect of appearance consciousness or value consciousness on purchase intentions, the theory of planned behaviour mediation model can explain consumers' purchase intentions towards FOPPs. This research also provides insight to practitioners in the product development and marketing fields in Hong Kong, regarding the development and design of FOPPs, and formulation of appropriate marketing strategies for FOPPs.