Explaining Repurchase Intention towards Fish: the Extension of the theory of Planned Behavior Public Deposited

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  • The purpose of this study is to apply the extensive framework of theory of planned behavior (TPB) to explain repurchase intention towards fish of Vietnamese families. Specifically, we seek to understand the role of past behavior and habit in explaining repurchase intention besides satisfaction, social norm, and perceived behavioral control (PBC), and explore further the moderator effects of these variables on the satisfaction-repurchase intention relationship. The data is formed by a survey sample of 466 consumers in Khanhhoa, a coastal province in Central of Vietnam. A model development strategy in structural equation modeling with six nested models is used to test hypotheses. The estimating results indicate that satisfaction, social norm, PBC have a positive effect on repurchase intention, which supports the reasons of the original TPB model. Especially, both past behavior and habit have significant influences on repurchase intention and increase considerably in the explained variance of the criterion. More interestingly, the results also indicate that except for PBC, habit, past behavior, and social norm moderate negatively the effect of satisfaction on repurchase intention. These findings emphasize the importance of past behavior and habit as well as moderators within the TPB framework, which increase over twice in predictive ability of repurchase intention towards fish in Vietnam.
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  • Tuu, Ho Huy, Nguyen Thi Kram Anh, Svein Olsen and Terje Vassdal. 2010. Explaining Repurchase Intention towards Fish: the Extension of the theory of Planned Behavior. 12 pages. In: Proceedings of the Fifteenth Biennial Conference of the International Institute of Fisheries Economics & Trade, July 13-16, 2010, Montpellier, France: Economics of Fish Resources and Aquatic Ecosystems: Balancing Uses, Balancing Costs. Compiled by Ann L. Shriver. International Institute of Fisheries Economics & Trade, Corvallis, Oregon, USA, 2010.
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  • description.provenance : Made available in DSpace on 2013-06-12T16:25:10Z (GMT). No. of bitstreams: 1 529.pdf: 176374 bytes, checksum: 88447dc6cc3117f6eb02223c7ba959d9 (MD5) Previous issue date: 2010
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