A Study of Chinese Guo Chao Products Satisfaction and Repurchases Intentions : Focusing on the Theory of Planned Behavior

Le résumé fourni par la source

This study aims to determine the causal relationship between consumer characteristics and Theory of Planned Behavior (TPB) variables, the effect of TPB variables on satisfaction, and the effect of satisfaction on repurchase intentions. This study applies a research model based on consumer characteristics and TPB to examine the repurchase intention of Guo Chao products. The measurement questionnaire was modified and supplemented based on previous studies. The survey target is Chinese consumers who have purchased Guo Chao products within the last six months, and the final data of 555 copies was used for analysis. The hypothesis testing applied structural equation modeling. The analysis confirmed the causal effect of TPB variables on repurchase intention of Guo Chao products. The relationship between attitude and satisfaction, repurchase intention and satisfaction, and subjective norms and satisfaction were strongly positively related. In addition, the relationships between TPB variables and consumer characteristics variables were statistically significant for consumption values and attitudes, patriotic education and attitudinal/subjective norms, and self-efficacy and perceived behavioral control. This study contributed to the scholarly literature by extending TPB and stepwise validating it with consumer characteristics to understand Chinese consumers’ purchase behavior of Guo Chao products. In particular, the study identified the patriotism education variable as an important influencer of consumer behavior toward Guo Chao products. Therefore, the results of this study provides marketing implications for companies planning to enter China, useful for building strategies.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.