Pub Date : 2024-02-02DOI: 10.57125/fel.2024.03.25.01
The objective of this research was to enhance the comprehension of consumer behaviour by exploring how purchase intentions are influenced by perceived risk, environmental consciousness, and subjective norms, which together create a complex interplay. SEM and PLS, focusing on the moderating role of product knowledge were employed in the study. While consumer marketing has well-established models, business marketing lacks similar references. This study contributes to the academic discourse and provides practical insights for organizations as they adapt to evolving customer preferences. The research technique included the evaluation of the measurement model via the use of reflective indicators, as well as the assessment of convergent and discriminant validity. Using bootstrapping, the structural model was then tested through the hypothesis testing, as well as the overall model quality and fit were evaluated using R square, Q square, F square, and SRMR. The results indicated that subjective norms played a more dominant role than perceived risk and environmental awareness in the context of purchase intention. However, the interaction between these factors and product knowledge did not significantly impact the purchase intention. The product knowledge is in-depth knowledge about the products marketed by a company. In this research, the product knowledge was a moderating variable, where the moderating variable could strengthen or weaken the independent variable. The R square value illustrated a high overall effect of exogenous/endogenous variables on purchase intention. The research contributes to the literature by bridging gaps in SEM application, shedding light on the complexities of consumer behaviour in business marketing, and advocating for a nuanced understanding of PLS-SEM's dual purpose. The findings offer valuable insights for researchers and practitioners in navigating the intricate landscape of consumer decision-making.
本研究旨在通过探讨购买意向如何受到感知风险、环境意识和主观规范的影响，从而加深对消费者行为的理解。研究采用了 SEM 和 PLS 方法，重点关注产品知识的调节作用。消费者营销有成熟的模型，而企业营销却缺乏类似的参考。本研究为学术讨论做出了贡献，并为企业适应不断变化的客户偏好提供了实用见解。研究技术包括通过使用反思指标对测量模型进行评估，以及对收敛效度和判别效度进行评估。然后使用引导法，通过假设检验对结构模型进行检验，并使用 R 平方、Q 平方、F 平方和 SRMR 对整体模型质量和拟合度进行评估。结果表明，在购买意向方面，主观规范比感知风险和环境意识发挥着更主要的作用。然而，这些因素与产品知识之间的交互作用并没有对购买意向产生重大影响。产品知识是对企业所销售产品的深入了解。在本研究中，产品知识是一个调节变量，调节变量可以加强或削弱自变量。R 平方值表明，外生/内生变量对购买意向的总体影响较高。这项研究填补了 SEM 应用方面的空白，揭示了商业营销中消费者行为的复杂性，并倡导从细微处理解 PLS-SEM 的双重目的，从而为相关文献做出了贡献。研究结果为研究人员和从业人员驾驭错综复杂的消费者决策提供了宝贵的见解。
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Pub Date : 2024-02-02DOI: 10.57125/fel.2024.03.25.01
The objective of this research was to enhance the comprehension of consumer behaviour by exploring how purchase intentions are influenced by perceived risk, environmental consciousness, and subjective norms, which together create a complex interplay. SEM and PLS, focusing on the moderating role of product knowledge were employed in the study. While consumer marketing has well-established models, business marketing lacks similar references. This study contributes to the academic discourse and provides practical insights for organizations as they adapt to evolving customer preferences. The research technique included the evaluation of the measurement model via the use of reflective indicators, as well as the assessment of convergent and discriminant validity. Using bootstrapping, the structural model was then tested through the hypothesis testing, as well as the overall model quality and fit were evaluated using R square, Q square, F square, and SRMR. The results indicated that subjective norms played a more dominant role than perceived risk and environmental awareness in the context of purchase intention. However, the interaction between these factors and product knowledge did not significantly impact the purchase intention. The product knowledge is in-depth knowledge about the products marketed by a company. In this research, the product knowledge was a moderating variable, where the moderating variable could strengthen or weaken the independent variable. The R square value illustrated a high overall effect of exogenous/endogenous variables on purchase intention. The research contributes to the literature by bridging gaps in SEM application, shedding light on the complexities of consumer behaviour in business marketing, and advocating for a nuanced understanding of PLS-SEM's dual purpose. The findings offer valuable insights for researchers and practitioners in navigating the intricate landscape of consumer decision-making.
本研究旨在通过探讨购买意向如何受到感知风险、环境意识和主观规范的影响，从而加深对消费者行为的理解。研究采用了 SEM 和 PLS 方法，重点关注产品知识的调节作用。消费者营销有成熟的模型，而企业营销却缺乏类似的参考。本研究为学术讨论做出了贡献，并为企业适应不断变化的客户偏好提供了实用见解。研究技术包括通过使用反思指标对测量模型进行评估，以及对收敛效度和判别效度进行评估。然后使用引导法，通过假设检验对结构模型进行检验，并使用 R 平方、Q 平方、F 平方和 SRMR 对整体模型质量和拟合度进行评估。结果表明，在购买意向方面，主观规范比感知风险和环境意识发挥着更主要的作用。然而，这些因素与产品知识之间的交互作用并没有对购买意向产生重大影响。产品知识是对企业所销售产品的深入了解。在本研究中，产品知识是一个调节变量，调节变量可以加强或削弱自变量。R 平方值表明，外生/内生变量对购买意向的总体影响较高。这项研究填补了 SEM 应用方面的空白，揭示了商业营销中消费者行为的复杂性，并倡导从细微处理解 PLS-SEM 的双重目的，从而为相关文献做出了贡献。研究结果为研究人员和从业人员驾驭错综复杂的消费者决策提供了宝贵的见解。
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