A Study on Feminine Cleansing Product Purchasing Behavior Applying the IMB Model

This study empirically examines how women’s purchasing behavior for feminine cleansing products is shaped by the Information–Motivation–Behavioral Skills(IMB) Model. An online survey was conducted with 300 women aged 20-59, and 273 valid responses were analyzed using structural equation modeling. The model comprised four latent variables: the three IMB model components (information, motivation, and behavioral skills), along with purchasing behavior. The analysis indicated that motivation had a significant effect on both behavioral skills and purchasing behavior, while information significantly influenced behavioral skills. Purchasing behavior exhibited borderline significance. Behavioral skills did not directly affect purchasing behavior, and no significant mediating effect was observed. These results emphasize the central role of motivational factors in women’s purchasing behavior for feminine cleansing products and suggest that emotion-driven motivation can influence consumer decision-making. The study highlights the need to reconceptualize the behavioral skills component and confirms the partial applicability of the IMB model to the context of personal hygiene consumer goods. The findings offer practical implications for consumer education, marketing strategies, and public campaign design for related products.