Year: 2014
Type: dissertation
Study design: Observational Study
Abstract: This study demonstrate the adapt ion of Theory of Planned Behavior (TPB) to examine \nhow product knowledge, product involvement, perceived benefit, perceived risk and \ncountry of origin image influence consumers' purchase intention for milk powder and \nhow consumers' attitude mediates these variables on consumers' purchase intention. \nA self-administered questionnaire was developed using established scales. A survey \non 200 respondents was conducted in Penang, Malaysia through online survey \nquestionnaire. Statistical Package for the Social Science (SPSS) was used to analyze \nthe data. The study findings revealed that product knowledge, product involvement \nand perceived benefit were positively and significantly related to purchase intention. \nPerceived risk had negative but no significant relationship with purchase intention. \nCountry of origin image had no significant effect on purchase intention. In addition, \nproduct knowledge, product involvement and perceived benefit had positive and \nsignificant relationship with consumers' attitude. Perceived risk was negatively and \nsignificantly affected consumers' attitude. Country of origin image was found no \nsignificant relationship with consumers' attitude. Attitude which is the mediating \nvariable in this study was found to have a mediation effect in the relationship between \nproduct knowledge, product involvement, perceived benefit, perceived risk, country \nof origin image and purchase intention for milk powder. The findings were limited to \ninclude only consumers in Penang which cannot be generalized across the whole \nMalaysia. It is recommended to include other states in Malaysia for future study. This \nstudy provides an in-depth understanding of Malaysia consumers' purchase intention \ntowards milk powder.
Author: Yow, Bee Charn
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Zero hunger
Open Access status: green
OpenAlex ID: W7093465861