Factors influencing customer attitude and behavioral intention towards consuming dietary supplements
Factors influencing customer attitude and behavioral intention towards consuming dietary supplements
au.link.externalLink | [Full Text] (http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/5231/2912) | |
dc.contributor.author | Krisana Kitcharoen | |
dc.contributor.author | Rawin Vongurai | |
dc.date.accessioned | 2021-01-08T00:02:27Z | |
dc.date.available | 2021-01-08T00:02:27Z | |
dc.date.issued | 2020 | |
dc.description.abstract | The purpose of this study isto determine the key aspects that influence customer attitude towardsdietary supplement andtheirbehavioral intention to consume dietary supplements. The theory of planned behavior (TPB) is studied as thetheoretical framework for this study with small adjustment to derive theconceptual framework.The sample data (n=402) were collected through online questionnaire using google forms. The researcherused convenience sampling method to pick therespondents. The data were analyzed through Structural equation model (SEM)to derive model fit and test thehypotheses.From all the factors in the TPB model, Informational influence (Subjective norm) andPerceivedbehavioral control did not have a significant influence on attitude and behavioral intention of the consumer of dietary supplements. Attitude is the strongest influence in shaping behavioral intention of a consumer. However even though normative influence (Subjective norm) isn’t directly significant towards behavioral intention, it doeshave some indirect effect.The findings of the researchshowedthat attitude about dietary supplements has the strongest influence toward behavioral intention. However even if Normative influence didn’t have a significant direct influence,it did have an indirect effect as normative influence is the strongest and only factor that influences their attitude. Hence when promotingdietarysupplementcompaniesshould focus onbuilding a strong and positive attitude about their product through favorable normative influence.This studyuses TPBto investigate factors influencing Behavioral intentionto consume dietary supplements in Bangkok, Thailand. | en_US |
dc.format.extent | 16 pages | en_US |
dc.format.mimetype | application/pdf | en_US |
dc.identifier.citation | AU-GSB e-JOURNAL 13, 2 (December 2020), 94-109 | en_US |
dc.identifier.uri | https://repository.au.edu/handle/6623004553/24285 | |
dc.language.iso | eng | en_US |
dc.publisher | Assumption University Press | en_US |
dc.rights | This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner. | en_US |
dc.rights.holder | Assumption University | en_US |
dc.subject | Theory of planned behavior (TPB) | en_US |
dc.subject | Normative influence (Subjective norm) | en_US |
dc.subject | Informational influecne (Subjective norm) | en_US |
dc.subject | Perceived behavioral control (PBC) | en_US |
dc.subject | Attitude | en_US |
dc.subject | Behavioral intention | en_US |
dc.subject | Dietary supplement | en_US |
dc.subject.other | AU-GSB e-Journal | en_US |
dc.subject.other | AU-GSB e-Journal -- 2020 | en_US |
dc.title | Factors influencing customer attitude and behavioral intention towards consuming dietary supplements | en_US |
dc.type | Text | en_US |
mods.genre | Journal Article | en_US |
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