Search results

1 – 2 of 2
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 18 March 2016

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.

558

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.

Details

China Agricultural Economic Review, vol. 8 no. 2
Type: Research Article
ISSN: 1756-137X

Access Restricted. View access options
Article
Publication date: 27 September 2021

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…

439

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

1 – 2 of 2
Per page
102050