The role of eWOM in functional foods purchase intention / Chintra Dewi Bajat …[et al.]
The demand for functional foods has also increased with increased health awareness, especially in the post-pandemic era. Consumers tend to seek relevant information in assisting their purchase decision-making. Electronic word-of-mouth (eWOM) is perceived as an innovative source of information as ext...
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| Format: | Conference or Workshop Item |
| Language: | en |
| Published: |
2023
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| Online Access: | https://ir.uitm.edu.my/id/eprint/105263/1/105263.pdf https://ir.uitm.edu.my/id/eprint/105263/ https://seaipc.com/ |
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| _version_ | 1848451808724254720 |
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| author | Bajat, Chintra Dewi Ling, Pick-Soon Mohmed@Wasli, Siti Marhamah Yong Ming Lee, Kelvin |
| author_facet | Bajat, Chintra Dewi Ling, Pick-Soon Mohmed@Wasli, Siti Marhamah Yong Ming Lee, Kelvin |
| author_sort | Bajat, Chintra Dewi |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | The demand for functional foods has also increased with increased health awareness, especially in the post-pandemic era. Consumers tend to seek relevant information in assisting their purchase decision-making. Electronic word-of-mouth (eWOM) is perceived as an innovative source of information as extensive information can be obtained from electronic platforms such as social media. However, the role of the eWOM on functional foods purchase intention (PI) is still undiscovered. Therefore, the study's main objective is to investigate the role of eWOM on functional food PI through an extended theory of planned behaviour (TPB) model. A total of 223 valid responses were gathered in this study and analysed using partial least square structural equation modelling (PLS-SEM). The finding first revealed that attitude (ATT), subjective norm (SN), health consciousness (HC), and eWOM significantly influence functional foods PI. Besides, eWOM also significantly affects ATT, SN, perceived behavioural control (PBC), and HC. In addition, the findings also found that eWOM indirectly significantly influences functional food PI through ATT and SN. This study successfully verified the crucial role of eWOM on functional foods PI, which is theoretically essential as it provides evidence of the role of eWOM on PI. Besides, the practical implications derived from the study's findings are also discussed in this study. |
| format | Conference or Workshop Item |
| id | my.uitm.ir-105263 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2023 |
| record_format | eprints |
| spelling | my.uitm.ir-1052632025-10-28T07:52:56Z https://ir.uitm.edu.my/id/eprint/105263/ The role of eWOM in functional foods purchase intention / Chintra Dewi Bajat …[et al.] Bajat, Chintra Dewi Ling, Pick-Soon Mohmed@Wasli, Siti Marhamah Yong Ming Lee, Kelvin Business Business ethics Telemarketing. Internet marketing The demand for functional foods has also increased with increased health awareness, especially in the post-pandemic era. Consumers tend to seek relevant information in assisting their purchase decision-making. Electronic word-of-mouth (eWOM) is perceived as an innovative source of information as extensive information can be obtained from electronic platforms such as social media. However, the role of the eWOM on functional foods purchase intention (PI) is still undiscovered. Therefore, the study's main objective is to investigate the role of eWOM on functional food PI through an extended theory of planned behaviour (TPB) model. A total of 223 valid responses were gathered in this study and analysed using partial least square structural equation modelling (PLS-SEM). The finding first revealed that attitude (ATT), subjective norm (SN), health consciousness (HC), and eWOM significantly influence functional foods PI. Besides, eWOM also significantly affects ATT, SN, perceived behavioural control (PBC), and HC. In addition, the findings also found that eWOM indirectly significantly influences functional food PI through ATT and SN. This study successfully verified the crucial role of eWOM on functional foods PI, which is theoretically essential as it provides evidence of the role of eWOM on PI. Besides, the practical implications derived from the study's findings are also discussed in this study. 2023 Conference or Workshop Item NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/105263/1/105263.pdf Bajat, Chintra Dewi and Ling, Pick-Soon and Mohmed@Wasli, Siti Marhamah and Yong Ming Lee, Kelvin (2023) The role of eWOM in functional foods purchase intention / Chintra Dewi Bajat …[et al.]. (2023) In: The 8th Southeast Asia International Philanthropy Conference 2023 (SEAIPC2023), 7-9 November 2023, Waterfront Hotel, Kuching, Sarawak. (Submitted) https://seaipc.com/ |
| spellingShingle | Business Business ethics Telemarketing. Internet marketing Bajat, Chintra Dewi Ling, Pick-Soon Mohmed@Wasli, Siti Marhamah Yong Ming Lee, Kelvin The role of eWOM in functional foods purchase intention / Chintra Dewi Bajat …[et al.] |
| title | The role of eWOM in functional foods purchase intention / Chintra Dewi Bajat …[et al.] |
| title_full | The role of eWOM in functional foods purchase intention / Chintra Dewi Bajat …[et al.] |
| title_fullStr | The role of eWOM in functional foods purchase intention / Chintra Dewi Bajat …[et al.] |
| title_full_unstemmed | The role of eWOM in functional foods purchase intention / Chintra Dewi Bajat …[et al.] |
| title_short | The role of eWOM in functional foods purchase intention / Chintra Dewi Bajat …[et al.] |
| title_sort | role of ewom in functional foods purchase intention / chintra dewi bajat …[et al.] |
| topic | Business Business ethics Telemarketing. Internet marketing |
| url | https://ir.uitm.edu.my/id/eprint/105263/1/105263.pdf https://ir.uitm.edu.my/id/eprint/105263/ https://seaipc.com/ |
| url_provider | http://ir.uitm.edu.my/ |