Purchase Intention of Customers Toward Health Products in Melaka State

N.A. Marhaban, N.A. Rahim, F.R. Azmi, N. Hamdan, H. Musa

Abstract


Abstract - Currently, the number of companies offering health products is increasing over the years. This varied range of options available for customers has driven the researchers to dig out what the factors are that influence the intentions of purchasing by customers. The importance of this research was to actually realize what are the factors that could impact the behavior of customers in deciding which product to be purchased or to be bought.  The objectives of this research are to investigate the impact or relationship of customer knowledge, product performance, and health concern towards the purchase intention of consumers toward health products. In addition, the research is classified as a descriptive study to collect data by using a quantitative method. The researcher had distributed survey questionnaires to 201 respondents through online distribution after manual questionnaires have been answered by 20 respondents during the pilot test.  Data gathered and analyzed by using SPSS software. The results obtained showed significant influences between customer experience, customer attitude, perceived values, perceived usefulness, and health background on purchase intention of consumers toward health products. However, perceived ease of use and health awareness failed to achieve a significant correlation with the intention of purchase by consumers. Based on the discussions made on findings, this research may be able to be explored deeper view through further research in the future and eventually contributing to the industry.

Keywords - Health products, customer attitude, customer experiences, perceived values, perceived usefulness, health background, purchase intention towards health products


Full Text:

PDF

References


“The Theory of Planned Behavior” (n.d). Behavioral Change Models. http://sphweb.bumc.bu.edu/otlt/MPHModules/SB/BehavioralChangeTheories/BehavioralChangeTheories3.html

“Theory of Planned Behavior” (n.d). Theory of Planned Behavior, Academic Technology Services A Division of Information Technology Services Memorial Library, Room 3010 • Mankato, MN 56001

B.W Ateke & J.U.D Didia (2018). Consumer Knowledge and Purchase Intention of Healthcare Product Consumers in Rivers State, Port Harcourt, Nigeria, Seahi Publication.

Boo, s., & Park, e. (2019). Locals’experiences of hotel special event packages and their purchase intention of hotel room nights. Event management.

Briggs, W. M., Nguyen, H. T., & Trafimow, D. (2019, January). The replacement for hypothesis testing. In International Conference of the Thailand Econometrics Society (pp. 3-17). Springer, Cham.

Bucher, T., Collins, C., Rollo, M. E., McCaffrey, T. A., De Vlieger, N., Van der Bend, D., ... & Perez-Cueto, F. J. (2016). Nudging consumers towards healthier choices: a systematic review of positional influences on food choice. British Journal of Nutrition, 115(12), 2252-2263.

Budiman, S. (2012). Analysis of consumer attitudes to purchase intentions of counterfeiting bag product in Indonesia.

Butler, K., Gordon, R., Roggeveen, K., Waitt, G., & Cooper, P. (2016). Social marketing and value in behaviour? Perceived value of using energy efficiently among low income older citizens. Journal of Social Marketing, 6(2), 144-168.

Chen, H. S., Tsai, B. K., & Hsieh, C. M. (2017). Determinants of consumers’ purchasing intentions for the hydrogen-electric motorcycle. Sustainability, 9(8), 1447.

Chen, M. F., & Tung, P. J. (2014). Developing an extended theory of planned behavior model to predict consumers’ intention to visit green hotels. International journal of hospitality management, 36, 221-230.

Chi, H., Yeh, H. R., & Tsai, Y. C. (2011). The influences of perceived value on consumer purchase intention: the moderating effect of advertising endorser. Journal of International Management Studies, 6(1), 1-6.

Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.

Dachyar, M., & Banjarnahor, L. (2017). Factors influencing purchase intention towards consumer-to-consumer e-commerce. Intangible Capital, 13(5), 946-966.

G.Mahendar (2017). The effect of perceived value dimensions on Purchase intention of solar energy systems, USA, International Journal of Management, IT & Engineering, Vol. 7 Issue 12.

Glanz, K., Rimer, B. K., & Viswanath, K. (Eds.). (2008). Health behavior and health education: theory, research, and practice. John Wiley & Sons.

Goyal, M. R. (2014). CBD Belapur, Navi Mumbai–400614 APRIL 2014.

Hsu, C. L., & Lin, J. C. C. (2015). What drives purchase intention for paid mobile apps?–An expectation confirmation model with perceived value. Electronic Commerce Research and Applications, 14(1), 46-57.

Hsu, S. Y., Chang, C. C., & Lin, T. T. (2016). An analysis of purchase intentions toward organic food on health consciousness and food safety with/under structural equation modeling. British Food Journal, 118(1), 200-216.

Hung, Y., de Kok, T. M., & Verbeke, W. (2016). Consumer attitude and purchase intention towards processed meat products with natural compounds and a reduced level of nitrite. Meat science, 121, 119-126.

Irianto, H. (2015). Consumers' attitude and intention towards organic food purchase: An extension of theory of planned behavior in gender perspective.

Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).

Olshavsky, R. W., & Miller, J. A. (1972). Consumer expectations, product performance, and perceived product quality. Journal of marketing research, 19-21.

Ponte, E. B., Carvajal-Trujillo, E., & Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tourism Management, 47, 286-302.

R. Loheswar. (2019). Fresh grads’ wages falling, Bank Negara reveals.

Ramayah, T., Lee, J. W. C., & Mohamad, O. (2010). Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling, 54(12), 1419-1427.

Roberto, C. A., Wong, D., Musicus, A., & Hammond, D. (2016). The influence of sugar-sweetened beverage health warning labels on parents’ choices. Pediatrics, 137(2), e20153185.

Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M., & Ahmed, N. (2015). Product perceived quality and purchase intention with consumer satisfaction. Global Journal of Management And Business Research.

Swan, J. E., & Combs, L. J. (1976). Product performance and consumer satisfaction: A new concept. Journal of marketing, 40(2), 25-33.

Wang, Y. Y., Lin, H. H., Wang, Y. S., Shih, Y. W., & Wang, S. T. (2018). What drives users’ intentions to purchase a GPS Navigation app: The moderating role of perceived availability of free substitutes. Internet Research, 28(1), 251-


Refbacks

  • There are currently no refbacks.


ISSN : 2590-3551, eISSN : 2600-8122     

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0).

Best viewed using Mozilla Firefox, Google Chrome and Internet Explorer with the resolution of 1280 x 800