Impact of Approval Goals and Motivation on Consumer Intention: A Retail Context

• 영문명: Impact of Approval Goals and Motivation on Consumer Intention: A Retail Context
• 발행기관: 한국유통과학회
• 저자명: Muhammad Farooq AKHTAR Norazah Mohd SUKI
• 간행물 정보: 『유통과학연구(JDS)』제20권 제12호, 23~33쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.12.31

영문 초록

Purpose: The objective of the study is to examine the role of approval goals, subjective norm, internal motivation, external motivation, attitude towards behavior, and perceived behavioral control on retail consumer’s intention to consume fortified food in Pakistan. Research design, data, and methodology: The study was quantitative in nature. That is why the data were collected from 384 respondents approaching retail stores of Lahore, Gujranwala, and Faisalabad using mall intercept survey. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data. Results: The results show that approval goals significantly influence subjective norms. Secondly, subjective norms positively influence internal and external motivation. Thirdly, attitude towards behavior and internal motivation significantly impacted on intention. However, the findings of the study show, non-significant relationship of external motivation and perceived behavioral control with intention to consume fortified food. Conclusion: Theory of reasoned goal pursuit was used to investigate consumer intention to consume fortified food in Pakistan. This study is helpful for the marketers to create a word-of-mouth strategy to enhance positive word of mouth for the company, which ultimately beneficial to develop the distribution strategy of the firm. Fortified food is full of health enriched ingredients which is beneficial for society at large.

목차

1. Introduction

2. Literature review

3. Material and Methods

4. Results

5. Discussion

6. Conclusion

References

키워드

Approval Goals Internal Motivation External Motivation Theory of Reasoned Goal Pursuit Retailing Product Distribution