Satisfaction and purchase intention of imported fresh fruits based on familiarity: a case of Korean pears in Taiwan
- 주제(키워드) Familiarity , Image , Reputation , Satisfaction , Imported fresh fruits , Korean pears , Taiwan
- 주제(기타) Agricultural Economics & Policy
- 주제(기타) Food Science & Technology
- 설명문(일반) [Seo, Sunhee (Sunny)] Ewha Womans Univ, Coll Sci & Ind Convergence, Dept Nutr Sci & Food Management, Seoul, South Korea; [Kim, Kawon] Univ South Carolina, Coll Hospitality Retail & Sport Management, Sch Hotel Restaurant & Tourism Management, Columbia, SC 29208 USA; [Nurhidayati, Vieta Annisa] Ewha Womans Univ, Dept Nutr Sci & Food Management, Seoul, South Korea
- 등재 SCIE, SCOPUS
- 발행기관 EMERALD GROUP PUBLISHING LTD
- 발행년도 2020
- URI http://www.dcollection.net/handler/ewha/000000175765
- 본문언어 영어
- Published As http://dx.doi.org/10.1108/BFJ-08-2019-0639
초록/요약
Purpose This study aims to investigate the influence of image and reputation of imported fresh fruits on consumer satisfaction and purchase intentions. The moderating role of familiarity with imported fruits was also assessed. Design/methodology/approach A total of 332 Taiwanese consumers who had purchased imported Korean pears participated using an online survey and were grouped based on their familiarity to Korean pears. Multi-group analysis with structural equation modeling was used to test the hypotheses. Findings Image and reputation of imported Korean pears were identified as predictors of the satisfaction and purchase intention. Multi-group analysis results found the moderating effect of familiarity between image and satisfaction. Images were identified as predictors of the satisfaction and purchase intention of imported Korean pears for consumers with low familiarity, whereas image did not show any influence on satisfaction for consumers with high familiarity. Originality/value This study can contribute to the limited understanding of imported fresh fruit markets and provides insights into familiarity for consuming imported fresh fruits.
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