Date of Publication

3-21-2019

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Claro G. Ganac

Defense Panel Chair

Robert Capistrano

Defense Panel Member

Rayan Dui
Miguel Paolo Paredes

Abstract/Summary

This study includes the Theory of Planned behavior (TPB) and the influence of Brand Trust (BT) when it is mediated by Purchase Intention (PI) of fresh produce. Theory of Planned behavior (TPB) by Icek Ajzen has three constructs that will be tested in this paper which are Subjective Norm (SN), Attitudinal Belief (AB), and Perceived Behavioral Control (PBC). Subjective norm is composed of subjective belief and motivation to comply. Attitudinal belief is composed of perceived convenience, perceived usefulness, and perceived risks. Perceived behavioral control is composed of ease of use, self-efficacy, and controllability. Through this framework, the study will identify how brand trust affects purchase intention of online shopping of fresh produce. The research is quantitative in design and involved the use of a questionnaire distributed to 215 respondents reached through non-probability sampling techniques. Through the use of Structural Equation Modeling (SEM), it was found that attitudinal belief and perceived behavioral control when moderated by brand trust significantly affects purchase intention. Meanwhile, when subjective norm is moderated by brand trust does not significantly affect purchase intention. Therefore, the researcher recommends future marketing campaigns targeting potential and retaining existing customers to focus on attitudinal beliefs especially perceived convenience, and the perceived behavioral control especially ease of use.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG007912

Keywords

Brand choice; Consumer behavior; Teleshopping

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Embargo Period

10-6-2022

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