Linking attitude to actual purchase of herbal product in Malaysia: The moderating role of perceived risk
Journal Title: Journal of Asian Business Strategy - Year 2016, Vol 6, Issue 2
Abstract
Drawing from Fishbein and Ajzen (1975) theory of planned behavior, this study hypothesized that attitude would each interact with perceived risk to predict actual purchase. Mall intercept survey was used to collect data from six states in Malaysia. A total of 473 out of 573 respondents completed and returned the questionnaire. A seven point Likert scale was used to measure responses. The data were analyzed using Partial Least Squares (PLS) path modeling (Ringle et al., 2015), results suggest that attitude and purchase intention is positively associated with actual purchase. On the contrary, the findings show that perceived risk does not moderate the relationship between attitude and actual purchase.
Authors and Affiliations
Sarina Ismail , Sany Mohd Mokhtar
Keywords
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- EP ID EP90859
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