Jong-Wen Wann, Yu-Chen Yang and Wen-Shing Huang
This study investigates consumers' willingness to pay for product attributes of domestically grown fruit and vegetable products.
Abstract
Purpose
This study investigates consumers' willingness to pay for product attributes of domestically grown fruit and vegetable products.
Design/methodology/approach
Conjoint Analysis and Random Utility Model
Findings
Our empirical results show that the willingness to pay for attributes of products are different within groups with different education levels. For respondents who had higher education level, the priority concern for purchasing fruits and vegetables was safety. However, for respondents who had lower education level, the priority of concern was freshness. Regarding environmental awareness, consumers with higher education levels preferred the reduction of pollution more than ecological balance. For intellectual culture, consumers of higher education preferred cultural specialty packaging / labeling, more than described endemic life. Consumers with a lower education preferred endemic life presentation.
Originality/value
This research provides important information regarding consumers’ preference for different attributes of locally grown vegetables and fruits. Using this information, marketing strategies and policy measures to support the consumption of locally grown fruits and vegetables are implemented.
Wen-Kuei Wu, Hsiao-Chung Wu and Chih-Sung Lai
This study aims to explore how a buyer's perceived buyer-seller (B-S) guanxi facets (i.e. ganqing, renqing and mianzi) and guanxi positions (i.e. zi-ji-ren, shou-ren and…
Abstract
Purpose
This study aims to explore how a buyer's perceived buyer-seller (B-S) guanxi facets (i.e. ganqing, renqing and mianzi) and guanxi positions (i.e. zi-ji-ren, shou-ren and sheng-ren) affect the seller's influence effectiveness (SIE) and purchase intention (PI) in social commerce.
Design/methodology/approach
This study conducted an online survey in three cities of Taiwan and collected a total of 364 data. The structural equation modeling and cluster analysis were used to test research hypotheses.
Findings
The results indicate that (1) each guanxi facet exerts a different and positive impact on SIE, but only one guanxi facet – renqing – helps improve PI, (2) guanxi facets can be used to predict the buyer's perceived guanxi position toward the seller, (3) the effect of guanxi facets on SIE and PI varies across B-S guanxi positions and (4) the SIE positively mediates effects of guanxi facets on the PI.
Originality/value
This study demonstrates the individual effect of each guanxi facet on SIE and PI and affirms the implicit guanxi position features guanxi facets and determines the buyer's perceived SIE and PI as well. To the best of our knowledge, these findings are rarely proposed in previous research and are beneficial for understanding the guanxi mechanism in social commerce.