Exploring the Factors that Influence Consumers to Purchase Perfume Products

Abstract

Purpose: This paper mainly focuses on the perfume products as research objective and aims to investigate the relationship between personality traits, conformity, perception of perfume’s usefulness and purchase intention. Theoretical framework: With the rapid growth on economic development, consumers’ awareness of perfume is gradually increasing. Numerous customers are beginning to have an interest in perfume products and willing to purchase them. Design/methodology/approach: This study explores consumers who have an interest in perfume products as research object and collects a total of 176 valid questionnaires by surveying. Findings: Through statistical analysis, these results suggest that consumer’s personality traits directly affect the perception of perfume’s usefulness, as well as their purchase intention. Research, Practical & Social implications: This study concludes that conformity has a significant influence on the purchase intention. Originality/value: Recent trends in preference for perfume even higher than other similar products such as cosmetics products or beauty care products. However, far too little attention has been paid to perfume products.