The Consumer Perspective on Factors that Influence the Freshness of Cold Storage Goods to Their Intention to Purchase from Grocery Stores
This study is to validate the factors that affect the freshness of grocery products that will influence the consumer intention to purchase the product through the development of a model adopted from several related studies. A quantitative method using the distribution of questionnaires is used as an...
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| Main Authors: | , , , |
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| Format: | Book Section |
| Language: | en |
| Published: |
Springer
2024
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| Subjects: | |
| Online Access: | http://eprints.uthm.edu.my/12506/1/978-3-031-55948-8_10 http://eprints.uthm.edu.my/12506/ https://link.springer.com/chapter/10.1007/978-3-031-55948-8_10 |
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| Summary: | This study is to validate the factors that affect the freshness of grocery products that will influence the consumer intention to purchase the product through the development of a model adopted from several related studies. A quantitative method using the distribution of questionnaires is used as an instrument to gather feedback from the respondents. Based on the response of 114 respondents, the developed model was validated using the structured equation modeling (SEM) analysis to test the relationship among the variables. The findings revealed that freshness looks, quality, and safety are critical in playing a decisive role in influencing the intention to purchase. The requirement, however, needs to be supported by the supply chain elements such as temperature control, packaging, equipment handling, and distance, which are the best predictors in influencing purchase intention. The study gives a new insight into the role of supply chain elements in influencing purchase intention, which previously only emphasized the instrument in the service quality model (SERQUAL). |
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