Satisfaction and purchase intention of imported fresh fruits based on familiarity: a case of Korean pears in Taiwan,British Food Journal

当前位置： X-MOL 学术 › Br. Food J. › 论文详情

Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)

Satisfaction and purchase intention of imported fresh fruits based on familiarity: a case of Korean pears in Taiwan
British Food Journal ( IF 3.4 ) Pub Date : 2020-06-02 , DOI: 10.1108/bfj-08-2019-0639
Sunhee (Sunny) Seo , Kawon Kim , Vieta Annisa Nurhidayati

This study aims to investigate the influence of image and reputation of imported fresh fruits on consumer satisfaction and purchase intentions. The moderating role of familiarity with imported fruits was also assessed.,A total of 332 Taiwanese consumers who had purchased imported Korean pears participated using an online survey and were grouped based on their familiarity to Korean pears. Multi-group analysis with structural equation modeling was used to test the hypotheses.,Image and reputation of imported Korean pears were identified as predictors of the satisfaction and purchase intention. Multi-group analysis results found the moderating effect of familiarity between image and satisfaction. Images were identified as predictors of the satisfaction and purchase intention of imported Korean pears for consumers with low familiarity, whereas image did not show any influence on satisfaction for consumers with high familiarity.,This study can contribute to the limited understanding of imported fresh fruit markets and provides insights into familiarity for consuming imported fresh fruits.

更新日期：2020-06-02

点击分享查看原文

点击收藏

阅读更多本刊最新论文本刊介绍/投稿指南11