Factors influencing young consumers’ purchasing behavior toward Saudi coffee product: An application of the extended Theory of Planned Behavior model

IF 1.2 Q4 BUSINESS
A. Mohammed
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Abstract

Drawing on the Theory of Planned Behavior, this study aims to investigate the factors that influence consumers’ purchasing behavior towards Saudi coffee product. Additionally, it seeks to examine the moderating role of consumer ethnocentrism on the relationship between purchase intention and actual purchasing behavior of young consumers. The target population consisted of young consumers in Saudi Arabia who had previously consumed Saudi coffee product. Data were collected through an online survey using Google Forms in February 2024. The sample size comprised 386 respondents, 18-34 years old (with 52.8% of males and 47.2% of females). To assess the hypothesized model, the collected data underwent an analysis using Partial Least Squares Modeling approach. The results indicated that social media marketing activities depict high effect on intention of young consumers to purchase Saudi coffee product. Additionally, subjective norms, attitude, hedonic value, perceived behavioral control, and utilitarian value demonstrate a significant effect on customers’ intention to purchase Saudi coffee product. Furthermore, the results confirmed the moderating role of consumer ethnocentrism in the relationship between young consumers’ purchase intentions and their actual purchasing behavior toward Saudi coffee product. AcknowledgmentThis research was funded by the “Saudi coffee grants” program offered by the Saudi Ministry of Culture. All opinions expressed herein belong to the researchers and do not necessarily reflect those of the Ministry of Culture.
影响年轻消费者购买沙特咖啡产品行为的因素:计划行为理论扩展模型的应用
本研究以计划行为理论为基础,旨在调查影响消费者购买沙特咖啡产品行为的因素。此外,本研究还试图探讨消费者民族中心主义对年轻消费者购买意向与实际购买行为之间关系的调节作用。研究对象包括曾消费过沙特咖啡产品的沙特阿拉伯年轻消费者。数据是在 2024 年 2 月通过谷歌表格在线调查收集的。样本量包括 386 名 18-34 岁的受访者(其中男性占 52.8%,女性占 47.2%)。为评估假设模型,对收集到的数据进行了偏最小二乘法建模分析。结果表明,社交媒体营销活动对年轻消费者购买沙特咖啡产品的意向有很高的影响。此外,主观规范、态度、享乐价值、感知行为控制和功利价值对消费者购买沙特咖啡产品的意向有显著影响。此外,研究结果还证实了消费者民族中心主义在年轻消费者购买沙特咖啡产品的意向与实际购买行为之间的调节作用。 鸣谢本研究由沙特文化部提供的 "沙特咖啡资助 "项目资助。本文中表达的所有观点均属于研究人员,不代表沙特文化部的观点。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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