The effect of trust belief and salesperson's expertise on consumer's intention to purchase nutraceuticals: Applying the theory of reasoned action

• Published in: Social behavior and personality Vol. 38; no. 2; pp. 273 - 287
• Main Authors: Tsai, Ming-Tien, Chin, Chao-Wei, Chen, Cheng-Chung
• Format: Journal Article
• Language: English
• Published: Palmerston North Scientific Journal Publishers 01.03.2010; Scientific Journal Publishers, Ltd; Scientific Journal Publishers Ltd
• Subjects: Attitudes; Consumer spending; Consumers; Experts; Functional foods; Influence; Marketing; Nutraceutical; Purchasing; Sales personnel; Salesperson's Expertise; Subjective Norm; Theory Of Reasoned Action; Trust; Trust Belief; Taiwan
• ISSN: 0301-2212; 1179-6391
• DOI: 10.2224/sbp.2010.38.2.273

The consumer's attitude, subjective norm, and purchase intention were explored based on the theory of reasoned action (Fishbein & Ajzen, 1975). A sample of 334 consumers was surveyed and the results were analyzed using structural equation modeling. Results show that a consumer's attitude subjective norm and the salesperson's expertise will facilitate the purchase intention of buying nutraceuticals; the salesperson's expertise and subjective norm can affect the consumer's attitude; and trust belief does not directly affect purchase intention, but rather the consumer's attitude to buying nutraceuticals and the subjective norm.