The influences of perceived value on trust, satisfaction, word of mouth and repurchase of the healthy food consumers in Bangkok
Keywords:
Perceived Value, Trust, Satisfaction, Word of Mouth, RepurchaseAbstract
The objectives of this research were to develop and validate a causal relationship model of influence of perceived value on trust, satisfaction, word of mouth and repurchase of the healthy food consumers in Bangkok. The model involved seven latent variables: perceived economic value, perceived quality value and perceived emotional value as the independent variables; customer trust and satisfaction as mediating variables; and customer word of mouth and repurchase as dependent variables. The researchers used quantitative method which involved empirical research. The instrument of research was a questionnaire used to collect data from 400 of the healthy food consumers in Bangkok. The statistics used in data analysis were frequency distribution, percentage,
mean, standard deviation and structural equation model analysis. It was found that the model was consistent with the empirical data. Goodness of fit measures were found to be: Chi-square 392.850 (df=389, p-value=0.436); Relative Chi-square (χ2/df) 1.010;
Goodness of Fit Index (GFI) 0.947; Adjusted Goodness of Fit Index (AGFI) 0.906 and Root Mean Square Error of Approximation (RMSEA) 0.005. It was also found that: (1) perceived economic value, perceived quality value and perceived emotional value had positive and direct influence on trust of the healthy food consumers in Bangkok, (2) Perceived economic value, perceived quality value, perceived emotional value and trust had positive and direct influence on satisfaction of the healthy food consumers in Bangkok, (3) Satisfaction had positive and direct influence on word of mouth of the healthy food consumers in Bangkok, and (4) Trust and satisfaction had positive and direct influence on repurchase of the healthy food consumers in Bangkok
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