Yow, Bee Charn
(2014)
Factors Influencing Consumers' Purci-Iase Intention For Milk Powder In Penang.
PhD thesis, Perpustakaan Hamzah Sendut.
Abstract
This study demonstrate the adapt ion of Theory of Planned Behavior (TPB) to examine
how product knowledge, product involvement, perceived benefit, perceived risk and
country of origin image influence consumers' purchase intention for milk powder and
how consumers' attitude mediates these variables on consumers' purchase intention.
A self-administered questionnaire was developed using established scales. A survey
on 200 respondents was conducted in Penang, Malaysia through online survey
questionnaire. Statistical Package for the Social Science (SPSS) was used to analyze
the data. The study findings revealed that product knowledge, product involvement
and perceived benefit were positively and significantly related to purchase intention.
Perceived risk had negative but no significant relationship with purchase intention.
Country of origin image had no significant effect on purchase intention. In addition,
product knowledge, product involvement and perceived benefit had positive and
significant relationship with consumers' attitude. Perceived risk was negatively and
significantly affected consumers' attitude. Country of origin image was found no
significant relationship with consumers' attitude. Attitude which is the mediating
variable in this study was found to have a mediation effect in the relationship between
product knowledge, product involvement, perceived benefit, perceived risk, country
of origin image and purchase intention for milk powder. The findings were limited to
include only consumers in Penang which cannot be generalized across the whole
Malaysia. It is recommended to include other states in Malaysia for future study. This
study provides an in-depth understanding of Malaysia consumers' purchase intention
towards milk powder.
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