Open AccessConsumer involvement in oral nutritional supplements purchasing behavior
Author(s) -
Dwi Meilia Fitriyani,
Lilik Noor Yuliati,
Megawati Simanjuntak
Publication year - 2017
Publication title -
independent journal of management and production
Language(s) - English
Resource type - Journals
ISSN - 2236-269X
DOI - 10.14807/ijmp.v8i2.525
Subject(s) - purchasing , structural equation modeling , consumer behaviour , product (mathematics) , likert scale , marketing , psychology , business , developmental psychology , mathematics , statistics , geometry
The paper aimed to get insight of consumer involvement in purchasing behavior towards ONS (Oral Nutritional Supplements) for children. By implementing an online survey with sample size of 100, the research investigated the factors (motivation and stimulus factor) influencing consumer involvement and the causality between consumer involvement with the product knowledge as well as purchasing behavior. The research tool used was a 5-points Likert questionnaire in which respondents were asked to show their agreements about 40 items of 5 constructs. A partial least square - structural equation modeling by Smart-PLS software used to test the model. The results of this research also comes to conclusion that motivation and stimulus factor had significant affects on consumer involvement, consumer involvement had significant influence to product knowledge as well as ONS purchasing behavior, however product knowledge did not have significant affects on purchasing behavior. The results also showed that the product involvement has an important influence on consumers behavior.