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http://dx.doi.org/10.15207/JKCS.2019.10.12.035

A Study on the Purchase Intention of Ginseng Products based on the theory of Perceived Value and TPB  

Bai, Xiu-Na (Faculty of Management, Jilin Engineering Normal University)
Jung, Gi-Young (Dept. of Business Management, Sehan University)
Kim, Hyung-Ho (Dept. of Air Transport and Logistics, Sehan University)
Publication Information
Journal of the Korea Convergence Society / v.10, no.12, 2019 , pp. 35-42 More about this Journal
Abstract
The purpose of this study is to make an empirical analysis of the influencing factors of consumer purchase intention of ginseng products, one of the specialties of jilin province in china, on the basis of expanding the theoretical model of planned action at the level of perceived value, so as to better grasp consumer purchase behavior of ginseng products. In this study, a questionnaire survey was conducted among ginseng product consumers living in jilin, and 360 valid samples were statistically analyzed using SPSS 23.0.The analysis results show that behavioral attitude, subjective norms, cognitive behavior control, price value, emotional value and social value have considerable influence on consumers' intention to buy ginseng products, and the influence of perceived value is significantly greater than the three factors of planned action theory. Moreover, the functional value has little influence on consumers' intention to buy ginseng products.
Keywords
Perceived value; Attitude towards the behavior; The theory of planned behavior(TPB); Ginseng products; Purchase intention;
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Times Cited By KSCI : 4  (Citation Analysis)
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