Implication of the researchThe main purpose of this research is to identify the essential factors that affect the purchase intention among Generation Y through social media on health and beauty products in Malaysia. The objective on this research is to investigate the relationship between the independent variables which are price consciousness, attitude toward purchasing the products, electronic word-of-mouth, subjective norm and brand image on purchase intention among Generation Y toward health and beauty products via WeChat, Instagram, and Facebook. This research is to explore the consumers’ behavior on health and beauty products in order to get the result which is reliably and accurately. This study can provide a better understanding to businesses or companies on the factors that influence consumers’ purchase intention which ultimately affects their actual sales.
Based on our research findings, the most significant factors that influence the purchase intention of generation Y toward health and beauty products are electronic word-of-mouth and subjective norms. Nowadays, consumers will seek the information of the company’s products or services through web browsing or social media websites because of the rapid advancement of internet. It shows that generation Y in Malaysia do not really concerned about the price consciousness as the result shows that it is less correlated with purchase intention among all independent variables. In this study, all independent variables with dependent variable are positively correlated with each other.This study may be useful to the researchers who may want to conduct the similar study in future as they can adopt this study as a frame of reference for their research.
The findings and discussions may also be useful to the researchers as this study provides a clear picture of the online market by evaluating the trends of millennial in purchasing the products through social media. Furthermore, the finding result will enhance the knowledge of public as it will add new knowledge to the public on the purchase intention on health and beauty products through social media.However, the research that conducted presently has some limitations which are the result shows independent variables not much significant to the purchase intention. Therefore, this research can be improved by further research.
Future research can be conducted by adding additional variables or expanded the sampling size as there will give a significant result in future study. In this research, although it has indicated that electronic word-of-mouth and subjective norms has influenced the generation Y’s purchase intention, however, other factors can be included in the further research. Further research including more factors that related to consumers purchase intention on health and beauty products can study the more accurate and relevant on the purchase intention on health and beauty products among generation Y.