Intrinsic and extrinsic attributes, attitude towards seaweed crackers and purchase intention of seaweed crackers products developed by school of food science and nutrition, universiti malaysia sabah
Seaweed can be a very attractive natural source of new compounds with biological activity. In view of that, School of Food Science and Nutrition produced Seaweed Crackers for research purposes. The objectives of this study were to examine the consumers' perception based on intrinsic and extr...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2012
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/6142/1/mt0000000101.pdf |
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| Summary: | Seaweed can be a very attractive natural source of new compounds with biological
activity. In view of that, School of Food Science and Nutrition produced Seaweed
Crackers for research purposes. The objectives of this study were to examine the
consumers' perception based on intrinsic and extrinsic attributes and purchase
intention towards seaweed crackers product at various schools and department in
Universiti Malaysia Sabah. The study also examines the mediating effect of attitude
towards seaweed crackers attributes on the relationship between intrinsic and
extrinsic attributes and purchase intention. 134 respondents were used for the
statistical analysis of which collected from different schools and departments in
Universiti Malaysia Sabah using purposive sampling method. The results show that
ingredients and price have a significant influence on purchase intention while other
attributes such as brand name, texture, packaging, and ingredients have significant
with attitude towards seaweed crackers attributes only. The regression analysis
results show that attitude towards seaweed crackers attributes fully mediates the
relationships of purchase intention and partially mediates the relationship with
ingredients attributes. Based on the findings, only ingredients attribute found to
significantly influence to both attitude towards seaweed crackers attributes and
purchase intention. Price attributes has significant effect on purchase intention and
insignificant effect on attitude. Other attributes namely brand name, packaging,
and texture have significant effect on attitude towards seaweed crackers attributes,
however, insignificant effect on purchase intention. Both colour and artificial
flavour have no significant to attitude towards seaweed crackers attributes and
purchase intention. The results suggest that manufacturers or researchers should
focus on ingredients attributes in order to meet their consumers' expectation. This
study also included the limitation of the study and recommendation for future
researchers. |
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