scholarly journals Understanding Chinese Consumers’ Intention to Purchase Sustainable Fashion Products: The Moderating Role of Face-Saving Orientation

2017 ◽  
Vol 9 (9) ◽  
pp. 1570 ◽  
Author(s):  
◽  
Keyword(s):  
Chinese Consumers ◽  
Fashion Products ◽  
Intention To Purchase ◽  
Sustainable Fashion ◽  
Face Saving ◽  
Moderating Role

The Effect of Face Consciousness on Consumption of Counterfeit Luxury Goods

2014 ◽  
Vol 42 (6) ◽  
pp. 1007-1014 ◽  
Author(s):  
Yun-Qing Chen ◽  
Hong Zhu ◽  
Meng Le ◽  
Yi-Zhen Wu
Keyword(s):  
Purchase Intention ◽  
Laboratory Experiments ◽  
Positive Influence ◽  
Luxury Goods ◽  
Intention To Purchase ◽  
Luxury Item ◽  
Moderating Role ◽  
Chinese Undergraduates ◽  
Significant Positive Influence

We conducted 3 laboratory experiments to determine how face consciousness influences consumption of counterfeit luxury goods, along with the moderating roles of usage occasion and brand prominence. The participants in the first study were 138 Chinese undergraduates who were allocated to a 2 × 2 design to evaluate their intention to purchase a counterfeit luxury item that would be used either in public or in private. In Studies 2 and 3, using two 2 × 2 designs we evaluated the purchase intention of the participants (132 and 136, respectively) in order to investigate the moderating role of brand prominence. The results showed that participants' face consciousness had a significant positive influence on intention to purchase counterfeit luxury goods. In addition, the products' usage occasion and brand prominence positively moderated the influence that face consciousness had on counterfeit luxury item purchase intention of our participant groups.

Community enterprise consumers’ intention to purchase organic rice in Thailand: the moderating role of product traceability knowledge

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Harry Jay Cavite ◽  
Panya Mankeb ◽  
Suneeporn Suwanmaneepong
Keyword(s):  
Purchase Intention ◽  
Organic Food ◽  
Behavioural Control ◽  
Content Type ◽  
Perceived Behavioural Control ◽  
Organic Rice ◽  
Intention To Purchase ◽  
Community Enterprises ◽  
Moderating Role

PurposeOrganic rice forms the largest portion of the Thai organic food market. Because of its increasing popularity, marketers need to better understand consumer behaviour to address emerging concerns regarding product safety and quality and to tailor better marketing strategies relevant to the development of organic rice. As such, this study aims to examine consumers' purchase intention towards organic rice, using traceability information, and to investigate the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour.Design/methodology/approachResponses were collected from 243 organic rice consumers in a farmers' market in Chachoengsao Province, Thailand, following a convenience sampling approach. The gathered data were analysed using structural equation modelling to evaluate the strength of the relationship between the constructs.FindingsThe findings reveal that subjective norms, health consciousness and product traceability knowledge have a significant positive influence on consumers’ intention to purchase organic rice. This study also establishes the moderating role of product traceability knowledge in perceived behavioural control and purchase intention, indicating that elaborated product information through traceability is essential for consumers who feel capable of buying the product. However, the direct effects of attitude and perceived behavioural control are insignificant, indicating the presence of external barriers to the purchase of organic rice, and that people may have a negative attitude towards the product. In addition, the cost perception result reveals that consumers consider price as an indicator of organic product quality, thereby increasing their desirability.Social implicationsThe findings of this study will help community enterprises in Thailand develop a more effective marketing strategy based on the identified motivators of organic rice purchase intention.Originality/valueThis study develops a model that integrates important factors related to organic food consumption to generate a more comprehensive analysis of this mainstream research. To the best of the authors’ knowledge, this is also the first study to investigate the moderating role of product traceability knowledge to obtain a new and more focused understanding of how this factor influences purchase intention when applied explicitly to organic food. Finally, the findings provide theoretical contributions and implications for both the community enterprise and policymakers on developing strategies for organic rice marketing among community enterprises in Thailand.

scholarly journals Chinese consumers’ purchase intention of fresh cherries: Modeling of relations between satisfaction and perceived quality

2021 ◽  
Vol 53 (2) ◽  
pp. 204-213
Author(s):  
Andrés Chiang ◽  
Mauricio Aguilera ◽  
Ricardo Cabana ◽  
Marcos Mora
Keyword(s):  
Significant Influence ◽  
Significant Relationship ◽  
Purchase Intention ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Chinese Consumers ◽  
Mediating Role ◽  
Intention To Purchase ◽  
Intrinsic Quality

The purpose of this study was to model Chinese consumers’ intention to purchase fresh cherries through direct and indirect relations and mediating role between perceived intrinsic quality, perceived extrinsic quality and satisfaction. The analytical method used was a structural equation modeling (SEM). Surveys were applied to 388 buyers in three traditional markets in Beijing, China. A confirmatory factor analysis was performed, which presented an adequate goodness of fit to accept the model, according to the literature, which confirmed the relations. The results showed, that perceived extrinsic quality and satisfaction are directly and significantly related to Chinese consumers’ intention to purchase fresh cherries. Additionally, an indirect and significant relationship was found between perceived intrinsic quality and purchase intention, through the mediating role of satisfaction. Highlights: Only the intrinsic perceived quality in fresh cherries is directly and significantly related to the satisfaction of Chinese consumers, generating indirect effects on the purchase intention through the mediating role of satisfaction, which is opposed to the results obtained in extrinsic perceived quality. The results obtained in this study determined that the intrinsic perceived quality does not present a direct and significant relationship with the purchase intention in fresh cherries, a result in conflict with that obtained in the extrinsic perceived quality. It was statistically demonstrated that intrinsic perceived quality has an indirect and significant influence on purchase intention through the mediating role of satisfaction; on the other hand, no indirect and significant influence was found between perceived extrinsic quality and purchase intention as a result of the mediating role of satisfaction. Satisfaction has a direct and significant relation on the purchase intention of Chinese consumers. The results of this research seem to be in line with the marketing initiatives developed by ASOEX, enhancing the attributes of intrinsic quality, color and size, and linking it to celebrations and traditions, through activities such as "Super Cherries days", "Chilean Cherries dance" and "Cherries from Chile", activities that have also been enhanced by public policies and agreements such as the free trade agreement between the two countries in force since 2005.

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