The Paradigm of Consuming Behavior to Traceable Sub-tropic Fruits under the Background of Quality Safety: The Moderating Effects of Purchase Experience

Abstract

Abstract:

The purchase behavior to traceable sub-tropic fruits is a key factor affecting the effective implementations of the traceability system of their quality and safety. Examining the paradigm of consuming behavior to traceable sub-tropic fruits is vitally important to assist fruit companies to make reasonable strategies attracting consumers to buy the fruits, promote sustained and healthy development of fruit industry and protect the safety of fruit quality. Therefore, this study builds a model of consumer purchase behavior of traceable sub-tropic fruits and examines the effects of six antecedent variables including information quality, product display, traceability, security, trust and preference on purchase intention and purchase behavior. We collect 321 valid respondents from Guangdong, Guangxi and Hainan and use structure equation modeling for empirical test and analysis. The results show that information quality, product display, traceability, security, trust and preference have differently positive influences on purchase intention and purchase experience has important moderating effects on the causal relationships between purchase intention and its antecedents.

Key words: traceable sub-tropic fruits, purchase behavior, purchase experience, structure equation modeling, moderating effect

Zhang Bei, Lin Jiabao. The Paradigm of Consuming Behavior to Traceable Sub-tropic Fruits under the Background of Quality Safety: The Moderating Effects of Purchase Experience[J]. , 2015, 27(8): 176-189.

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