Factors Influencing Men's Intent to Buy Foreign Cosmetics: Investigating the Mediating Role of Consumer Attitudes

The intention to buy a particular product is a good predictor of the actual behavior of the product purchase. The purpose of this research is to study of factors affecting customers' attitude toward buying Foreign cosmetics by men. This research is an applied and correlational study. The statistical population of this study is all consumers of cosmetics men in Mashhad. The sampling method was voluntary in this research. There are 12 hidden variables in this research, so the sample size is determined according to Edstorp (2017), (20 samples per item). Finally, 240 questionnaires were analyzed. The standard questionnaire was used to collect the questionnaire from Souiden & Diagne (2009) and Azmawani et al. (2015); Its validity was evaluated by content and construct validity using confirmatory factor analysis and its reliability was measured by Cronbach's alpha. The hypothesis test has been done by structural equation modeling and Smart PLS software. The results show that physical attractiveness, social beliefs, lifestyle and purchasing situation have a direct impact on the attitude of the customers. Religious beliefs, advertising, and state of health also have a repercussion on the attitude of their customers. In this research, the effect of self image variables, the ageing effect, and knowledge on customer attitudes were not confirmed. According to the results of the research, the attitude of the customers is very influential on their purchase intention.