A repurchase intention model of Indonesian herbal tea consumers: integrating perceived enjoyment and health belief
ISSN: 0007-070X
Article publication date: 23 June 2021
Issue publication date: 3 January 2022
Abstract
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.
Keywords
Acknowledgements
Author contributions: All authors are the main contributor of this paper.
Citation
Astrini, N., Bakti, I.G.M.Y., Rakhmawati, T., Sumaedi, S. and Yarmen, M. (2022), "A repurchase intention model of Indonesian herbal tea consumers: integrating perceived enjoyment and health belief", British Food Journal, Vol. 124 No. 1, pp. 140-158. https://doi.org/10.1108/BFJ-02-2021-0189
Publisher
:Emerald Publishing Limited
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