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研究生:阮氏水
研究生(外文):NGUYEN THI THUY
論文名稱(外文):The application of an extended TPB model to explore the Factors Affecting the Purchase Intention during COVID-19 and African swine fever: The case of domestic pork in Vietnam
指導教授:張永佶張永佶引用關係
指導教授(外文):CHANG, YUNG-CHI
口試委員:呂麒麟邱炳乾張永佶
口試委員(外文):LU, CHILINCHIOU, BING-CHYANCHANG, YUNG-CHI
口試日期:2022-06-27
學位類別:碩士
校院名稱:南臺科技大學
系所名稱:商管學院全球經營管理碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:英文
論文頁數:70
外文關鍵詞:Domestic pork, consumer behavior, Theory of planed of behavioral
相關次數:
  • 被引用被引用:0
  • 點閱點閱:44
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  • 下載下載:1
  • 收藏至我的研究室書目清單書目收藏:0
Based on Theory of planed of behavioral (TPB), this study investigated the effect of risk of COVID-19, risk of African swine fever, food quality, customer satisfaction, and the factors influencing domestic pork purchase intention. Food is a significant industry and localizing the food system has the potential to boost community wealth. Pork also makes up the largest amount of animal meat in every Vietnamese family's daily meal. This study used an online survey from a sample of 230 consumers in Hanoi city which is the capital of Vietnam. The findings of this study give insights into consumers’ attitudes and behavior in Vietnam during the COVID-19 pandemic & African swine fever and finally suggest possible future research.
ABSTRACT i
ACKNOWLEDGEMENT ii
TABLE OF CONTENTS iii
LIST OF TABLE vii
LIST OF FIGURE viii
CHAPTER 1 INTRODUCTION 1
1.1 Research background and motivation 1
1.2 Research Objectives 2
1.3 Research questions 3
1.4 Research process 3
CHAPTER 2 5
LITERATURE REVIEW 5
2.1 Domestic pork 5
2.1.1 Definition of domestic pork 5
2.1.2 Domestic pork in Vietnam 5
2.2 Definition of relevant research variables 8
2.2.1 Risk perception: Risk of COVID-19 and African swine fever (ASF) 8
2.2.2 Food quality 10
2.2.3 Customer satisfaction 10
2.2.4 Theory of Reasoned Action (TRA) 11
2.2.4.1 Attitude toward Behavior 12
2.2.4.2 Subject norms 12
2.2.4.3 Behavioral Intention 12
2.2.4.4 Behavior 13
2.2.5 Theory of Planned Behavioral (TPB) 13
2.2.5.1 Behavioral Beliefs and Attitude toward Behavior 14
2.2.5.2 Normative Beliefs and Subjective Norm 14
2.2.5.3 Control beliefs and Perceived Behavioral Control 15
2.2.5.4 Behavioral Intention 15
2.2.5.5 Behavior 15
2.3 The relationship among Research Constructs 16
2.3.1 The relationship of Risk of COVID-19 and Attitude, Subjective norms, Perceived behavior controls towards Vietnam’s domestic pork 16
2.3.2 The relationship of Risk of African swine fever (ASF) and Attitude, Subjective norms, Perceived behavior controls towards Vietnam’s domestic pork 17
2.3.3 The relationship of Risk of COVID-19, Risk of African swine fever and Food quality of Vietnam’s domestic pork 18
2.3.4 The relationship between Food quality of Vietnam’s domestic pork and Customer satisfaction 18
2.3.5 The relationship between Customer satisfaction and Purchase intention Vietnam’s domestic pork 19
2.3.6 The relationship between Food quality of Vietnam’s domestic pork and Purchasing intention towards Vietnam’s domestic pork 19
2.3.7 The relationship between Attitude and Purchasing intention towards Vietnam’s domestic pork 20
2.3.8 The relationship between Subjective norm and Purchasing intention towards Vietnam’s domestic pork 20
2.3.9 The relationship between Perceived behavioral control and Purchasing intention towards Vietnam’s domestic pork 21
CHAPTER 3 22
RESEARCH DESIGN AND METHODOGY 22
3.1 Research Subject 22
3.2 Theoretical framework 22
3.3 Research Hypotheses 23
3.4 Population and Data collection 24
3.5 Questionnaire design 24
3.6 Construct measurement 25
3.6.1 The conceptual framework 25
3.6.2 Personal information 31
3.7 Statistical methods 32
3.7.1 Descriptive statistic 32
3.7.2 Structural Equation Modeling 32
3.7.2.1 Reliability and Validity analysis of formative model and reflect model 32
3.7.2.2 Internal Consistency Reliability 33
3.7.2.3 Convergent validity 33
3.7.2.4 Discriminant validity 33
CHAPTER 4 34
DATA ANALYSES AND RESULTS 34
4.1 Demographic statistic of the respondents 34
4.2 Measurement model evaluation 36
4.2.1 Reflective measurement model 36
4.2.1.1 Reliability 36
4.2.1.2 Convergent validity 38
4.2.2 Discriminant validity 38
4.3 Structural Model Evaluation 40
4.3.1 Collinearity assessment 40
4.3.2 Hypothesis testing 41
CHAPTER 5 49
CONCLUSION AND IMPLICATION 49
5.1 Research findings 49
5.2 Managerial implications 50
5.3 Limitations 51
REFERENCES 52
APPENDIX – QUESTIONNAIRE 61
Part 1. Personal information 61
Part 2. Conceptual framework 62

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