Consumer purchase intention on Boba drinks in Kuching during Covid-19
Many businesses were badly impacted as consumer spending habit shifted due to Covid-19 outbreak. The purpose of this study is to investigate consumer purchase intention on Boba drink during Covid-19. By adopting Theory of Planned Behavior, this study explores the influence of perceived behavioral co...
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2023
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Online Access: | http://ir.unimas.my/id/eprint/42292/1/Consumer%20purchase.pdf http://ir.unimas.my/id/eprint/42292/ https://www.tandfonline.com/doi/full/10.1080/23311975.2023.2177399 https://doi.org/10.1080/23311975.2023.2177399 |
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my.unimas.ir.422922023-07-14T02:54:24Z http://ir.unimas.my/id/eprint/42292/ Consumer purchase intention on Boba drinks in Kuching during Covid-19 Ricky Chia, Chee Jiun Magdalene, Efendi Venus Liew, Khim Sen H Social Sciences (General) HG Finance Many businesses were badly impacted as consumer spending habit shifted due to Covid-19 outbreak. The purpose of this study is to investigate consumer purchase intention on Boba drink during Covid-19. By adopting Theory of Planned Behavior, this study explores the influence of perceived behavioral control, subjective norm, and attitude. Importantly, perceived risks is added to the conceptual model to study consumer purchase intention amid Covid-19. Boba drink is a popular beverage in every city in Malaysia, including Kuching, where one could easily spot a Boba drink outlet at almost every corner of the city. A total of 394 complete observations have been obtained from the respondents through a selfadministered online survey. The outcome of the analysis uncovered that perceived behavioral control and subjective norm have significant direct relation, while attitude and perceived risks have significant adverse relation with consumer purchase intention during Covid-19. This research offers insights to Boba drink sellers to devise appropriate strategies to market their beverages by targeting consumers’ ability to buy the beverage, health-conscious belief, food safety, and attractive promotion to encourage consumers to buy their products during the pandemic Cogent OA, part of Taylor & Francis Group. 2023 Article PeerReviewed text en http://ir.unimas.my/id/eprint/42292/1/Consumer%20purchase.pdf Ricky Chia, Chee Jiun and Magdalene, Efendi and Venus Liew, Khim Sen (2023) Consumer purchase intention on Boba drinks in Kuching during Covid-19. Cogent Business & Managemen, 10 (2). pp. 1-19. ISSN 2331-1975 https://www.tandfonline.com/doi/full/10.1080/23311975.2023.2177399 https://doi.org/10.1080/23311975.2023.2177399 |
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H Social Sciences (General) HG Finance Ricky Chia, Chee Jiun Magdalene, Efendi Venus Liew, Khim Sen Consumer purchase intention on Boba drinks in Kuching during Covid-19 |
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Many businesses were badly impacted as consumer spending habit shifted due to Covid-19 outbreak. The purpose of this study is to investigate consumer purchase intention on Boba drink during Covid-19. By adopting Theory of Planned Behavior, this study explores the influence of perceived behavioral control, subjective norm, and attitude. Importantly, perceived risks is added to the conceptual model to study consumer purchase intention amid Covid-19. Boba drink is a popular beverage in every city in Malaysia, including Kuching, where one could easily spot a Boba drink outlet at almost every corner of the city. A total of 394
complete observations have been obtained from the respondents through a selfadministered online survey. The outcome of the analysis uncovered that perceived behavioral control and subjective norm have significant direct relation, while attitude and perceived risks have significant adverse relation with consumer purchase
intention during Covid-19. This research offers insights to Boba drink sellers to devise appropriate strategies to market their beverages by targeting consumers’ ability to buy the beverage, health-conscious belief, food safety, and attractive promotion to encourage consumers to buy their products during the pandemic |
format |
Article |
author |
Ricky Chia, Chee Jiun Magdalene, Efendi Venus Liew, Khim Sen |
author_facet |
Ricky Chia, Chee Jiun Magdalene, Efendi Venus Liew, Khim Sen |
author_sort |
Ricky Chia, Chee Jiun |
title |
Consumer purchase intention on Boba drinks in Kuching during Covid-19 |
title_short |
Consumer purchase intention on Boba drinks in Kuching during Covid-19 |
title_full |
Consumer purchase intention on Boba drinks in Kuching during Covid-19 |
title_fullStr |
Consumer purchase intention on Boba drinks in Kuching during Covid-19 |
title_full_unstemmed |
Consumer purchase intention on Boba drinks in Kuching during Covid-19 |
title_sort |
consumer purchase intention on boba drinks in kuching during covid-19 |
publisher |
Cogent OA, part of Taylor & Francis Group. |
publishDate |
2023 |
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http://ir.unimas.my/id/eprint/42292/1/Consumer%20purchase.pdf http://ir.unimas.my/id/eprint/42292/ https://www.tandfonline.com/doi/full/10.1080/23311975.2023.2177399 https://doi.org/10.1080/23311975.2023.2177399 |
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