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The effect of trust belief and salesperson's expertise on consumer's intention to purchase nutraceuticals: Applying the theory of reasoned action

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Abstract:

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.

Keywords: NUTRACEUTICAL; SALESPERSON'S EXPERTISE; SUBJECTIVE NORM; THEORY OF REASONED ACTION; TRUST BELIEF

Document Type: Research Article

DOI: https://doi.org/10.2224/sbp.2010.38.2.273

Publication date: 2010-03-01

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