Factors affecting consumer’s purchase intention for Ngoc Linh gingseng products in Kon Tum market
Main Article Content
Abstract
Ngoc Linh Gingseng is a valuable medicine with high economic value and has been developed by enterprises towards diversifying the products. However, studies related to the need and intention of purchasing this product have not yet been studied in depth. This article has used the Theory of Planned Behavior (Theory of Planned Behavior-TPB) to consider the factors affecting customers’ purchase intentions for Ngoc Linh Gingseng products. A sample of 176 responses were collected with the help of a questionnaire survey using an the convenient sampling method. The finding reported that “Subjective norms”, “Attitudes”, “Awareness of behavior control” all have an impact on consumers’ purchase intentions for Ngoc Linh ginseng products. This is the foundation for enterprises to have better access to their target markets
Article Details
Keywords
Ngoc Linh Gingseng, intention to purchase, TPB
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Tiếng Việt
Nguyễn Việt Thiên (2017), Nghiên cứu phát triển bền vững Sâm Ngọc Linh ở tỉnh Quảng Nam, Luận án tiến sĩ nông nghiệp, Trường Đại học Kinh tế - Đại học Huế.
Quyết định số 31/2018/QĐ-UBND ngày 14 tháng 11 năm 2018 về sửa đổi, bổ sung khoản 1 và khoản 2 điều 1 của quyết định số 29/2011/QĐ-UBND ngày 26 tháng 9 năm 2011 của Uỷ ban nhân dân tỉnh về việc phê duyệt đề án xây dựng và phát triển các ngành kinh tế mũi nhọn và sản phẩm chủ lực của tỉnh đến năm 2020.