Purpose

This research seeks to develop a model to predict repurchase intention based on the modified theory of planned behavior (TPB).

Design/methodology/approach

This research is quantitative study involving 150 respondents from five major cities in Indonesia. Data were collected using a questionnaire. Data analysis used confirmatory factor analysis–structural equation modeling (CFA–SEM).

Findings

The research instrument and the proposed model were fit. However, health belief was not proven to have a significant impact on attitude. The perceived behavioral control (PBC) also did not significantly affect repurchase intention.

Research limitations/implications

Future research that utilizes TPB should incorporate emotional belief as part of the attitude variable.

Practical implications

In the designing and marketing process, managers of herbal teas companies should consider the health benefits of their products and the feeling of joy it might incite.

Originality/value

The TPB was initially constructed from three variables: subjective norm, attitude and perceived behavioral control (PBC). Unlike previous research, this study considered cognitive and emotional beliefs as the factors that affected attitude.

中文翻译：

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印尼凉茶消费者的复购意愿模型：感知享受与健康信念的融合

目的

本研究旨在开发一种基于修正的计划行为理论 (TPB) 来预测回购意愿的模型。

设计/方法/方法

这项研究是一项定量研究，涉及来自印度尼西亚五个主要城市的 150 名受访者。使用问卷收集数据。数据分析使用验证性因素分析-结构方程模型（CFA-SEM）。

发现

研究仪器和提出的模型是合适的。然而，并未证明健康信念对态度有显着影响。感知行为控制（PBC）也没有显着影响回购意愿。

研究限制/影响

未来利用 TPB 的研究应该将情感信念作为态度变量的一部分。

实际影响

在设计和营销过程中，凉茶公司的管理者应该考虑他们产品的健康益处和它可能引起的愉悦感。

原创性/价值

TPB 最初由三个变量构成：主观规范、态度和感知行为控制 (PBC)。与以往的研究不同，本研究将认知和情感信念视为影响态度的因素。