THE MEDIATION EFFECT OF BUYER’S MOTIVATION ON INTENTION TO BUY: THE CASE OF THE BANGKOKIAN BUYERS OF ORGANIC VEGETABLES IN MODERM STORES
Keywords:
Mediation Effect, Motivation, Intention to Buy, Organic Vegetables, Modern StoresAbstract
This paper aims to examine (1) the influence of personal characteristics (gender, income, education level) and motivation (egoistic and altruistic values) on the buyers of organic vegetables in modern stores; (2) the influence of personal characteristics (gender, income, education level) and intention to buy on the buyers of organic vegetables in modern stores; (3) the influence of motivation (egoistic and altruistic values) and intention to buy on the buyers of organic vegetables in modern stores. Samples were taken from 400 buyers in Bangkok, Thailand of organic vegetables in modern stores. Questionnaires were used for the data collection.
The results showed that income was positively correlated with motivation (egoistic and altruistic values) and intention to buy. The result of this research also explains the mediation effect especially altruistic values have motivation on intention to buy which contribute to competitiveness of entrepreneur of organic vegetables in modern stores, which aligns with the theoretical model of buyers decision making process and theoretical of planned behavior. Once the altruistic group had stimulus by subjective norm, they will quest for more information and motivation on intention to buy.
The research is useful for both academicians and entrepreneurs interested in organic vegetables in modern stores. Entrepreneurs can apply motivation factor to design marketingcommunication tools to increase efficiency of niche market and its competitive advantage. This research is useful for academic study. Academia can expand knowledge by applying different motivation factors and explore the effect on intention to buy organic vegetable in modern store. Moreover, the result also confirms the influence of effect (altruistic values) of buyers in Bangkok on intention to buy organic vegetables in modern stores.
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