The effect of trust belief and salesperson’s expertise on consumer’s intention to purchase nutraceuticals: Applying the theory of reasoned action
- Authors
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- Keywords:
- theory of reasoned action, trust belief, salesperson’s expertise, subjective norm, nutraceutical
- Abstract
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The consumer’s attitude, subjective norm, and purchase intention were explored based on the theory of reasoned action (Fishbein & Ajzen, 1975). A sample of 334 consumers was surveyed and the results were analyzed using structural equation modeling. Results show that a consumer’s attitude subjective norm and the salesperson’s expertise will facilitate the purchase intention of buying nutraceuticals; the salesperson’s expertise and subjective norm can affect the consumer’s attitude; and trust belief does not directly affect purchase intention, but rather the consumer’s attitude to buying nutraceuticals and the subjective norm.
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- Published
- 2010-03-01
- Issue
- Volume 38, 2010, Issue 2
- Section
- Articles
- License
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