文章基本信息

标题：The Consumers' Intention to Purchase Food: The Role of Perceived Risk
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作者：Nguyen Kim Nam ; Nguyen Thi Hang Nga ; Ngo Quang Huan 等
期刊名称：Academy of Strategic Management Journal
印刷版ISSN：1544-1458
出版年度：2019
卷号：18
期号：1
页码：1-12
语种：English
出版社：The DreamCatchers Group, LLC
摘要：Based on Theory of Reasoned Action, this study examines the effects of perceived risk on consumers’ intention to purchase food in two situations: standard purchasing situation and a hypothetical food scare. Data were collected through a consumer survey conducted in Ho Chi Minh City (245 participants) and structural equation model approach is used to test hypotheses. Results indicate that attitudes have a positive effect on intention in two situations, perceived risk have a negative effect on intention in the case of a food scare. There are three risk-reducing strategies to reduce consumer perceived risk: “brand”, “certificate”, “and reference source”. In addition, subjective norms have a positive effect on intention in the case of a food scare and subjective norms have a positive indirect effect via attitudes on intention in standard purchasing situation. The results provide an implication to the manager regarding the role of perceived risk and risk-reducing strategies in explaining the consumer’ intention.
关键词：Intention;TRA;Risk Perception;Food