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Satisfaction and purchase intention of imported fresh fruits based on familiarity: a case of Korean pears in Taiwan

Sunhee (Sunny) Seo (Department of Nutritional Science and Food Management, College of Science and Industry Convergence, Ewha Womans University, Seoul, Republic of Korea)
Kawon Kim (School of Hotel, Restaurant and Tourism Management, College of Hospitality, Retail, and Sport Management, University of South Carolina, Columbia, South Carolina, USA)
Vieta Annisa Nurhidayati (Department of Nutritional Science and Food Management, Ewha Womans University, Seoul, Republic of Korea)

British Food Journal

ISSN: 0007-070X

Article publication date: 3 June 2020

Issue publication date: 27 July 2020

675

Abstract

Purpose

This study aims to investigate the influence of image and reputation of imported fresh fruits on consumer satisfaction and purchase intentions. The moderating role of familiarity with imported fruits was also assessed.

Design/methodology/approach

A total of 332 Taiwanese consumers who had purchased imported Korean pears participated using an online survey and were grouped based on their familiarity to Korean pears. Multi-group analysis with structural equation modeling was used to test the hypotheses.

Findings

Image and reputation of imported Korean pears were identified as predictors of the satisfaction and purchase intention. Multi-group analysis results found the moderating effect of familiarity between image and satisfaction. Images were identified as predictors of the satisfaction and purchase intention of imported Korean pears for consumers with low familiarity, whereas image did not show any influence on satisfaction for consumers with high familiarity.

Originality/value

This study can contribute to the limited understanding of imported fresh fruit markets and provides insights into familiarity for consuming imported fresh fruits.

Keywords

Acknowledgements

This work was carried out with the support of “Cooperative Research Program for Agriculture Science and Technology Development (Project No. PJ01241601),” Rural Development Administration, Republic of Korea.We acknowledge the financial support of “Cooperative Research Program for Agriculture Science and Technology Development (Project No. PJ012416)” Rural Development Administration, Republic of Korea.

Citation

Seo, S.(S)., Kim, K. and Nurhidayati, V.A. (2020), "Satisfaction and purchase intention of imported fresh fruits based on familiarity: a case of Korean pears in Taiwan", British Food Journal, Vol. 122 No. 9, pp. 2895-2910. https://doi.org/10.1108/BFJ-08-2019-0639

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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