The Roles of Health Consciousness and Service Quality toward Customer Purchase Decision

• 발행기관: 한국유통과학회
• 저자명: Tung Anh TRAN Ngan Thi PHAM Kien Van PHAM Linh Cam Tran NGUYEN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 7 No.8, 345~351쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.08.30

영문 초록

The study investigates how marketing mix factors are mediated by health consciousness and service quality in creating fresh fruit buying decisions of customers in Vietnam. This study employs samples of customers in Vietnam via the survey questionnaire. The authors have used a total of 256 responses that acquired the valid criteria. The compound of data analysis comprises reliability test;validity test;exploratory factor analysis;group analysis and multiple regression analysis to structure the hypothesized model. Respectively;the structural equation model (SEM) is applied to conduct the multiple multivariate equations. By the assumption of causal-effect relationship between independent variables such as marketing mixed factors;and mediator as health consciousness and service quality;which potentially impact on purchase decision; the SEM method is deployed. The results reveal that consumers have paid no attention to the marketing mix factors;but they care much about service quality and health consciousness. Thus;health consciousness and service quality are effective mediators. These findings are new and contribute to the consumer behavior and retail marketing literature. The findings of this study can provide assistance to managers in the given field to understand more easily the consumer behavior about fresh fruits;then improve their own performance.

목차

1. Introduction

2. Literature Review

3. Research Methodology

4. Findings

5. Discussion and Conclusions

References

키워드

Fresh Fruits Mediators Service Quality Health Consciousness Purchase Decision Marketing Mix