Gendered pathways to purchase: modeling motivation, presence, and judgment in Vietnam’s online beauty and personal care sector
Từ khóa
Tóm tắt
This research proposes and empirically examines an integrated framework merging Self-Determination Theory (SDT) with the Throughput Model (TPM) to explain online purchase intentions in Vietnam’s beauty and personal care market. Focusing on Vietnam's online beauty sector, the research surveyed 323 young consumers to investigate the non-linear cognitive pathways influencing purchase intentions. Using PLS-SEM, the results confirmed a multi-pathway structure where Motivation, Presence, and Evaluation of Alternatives dynamically interact to shape Purchase Intention. Moreover, six distinct pathways within the context of online decision-making have been found to be significant. Crucially, a Multi-Group Analysis revealed significant gender differences: the relationships between Motivation and Presence, and Presence and Evaluation, are significantly stronger for women. These findings provide a nuanced, process-oriented understanding of digital consumer behavior, underscoring the necessity of gender-segmented e-commerce strategies.
