Impact of Benefits Perception on Functional Foods Purchase Intention of Vietnamese Consumers under the Effect of State Management

Pham Van Tuan and Le Thuy Huong

The paper examines the effect of perceived benefits on purchase intention under the impact of state management, in which the perceived benefits are considered under four expressions as utility perception, convenience perceptions, enjoyment perceptions, and economic perceptions. A quantitative study on the relationship between the manifestations of perceived benefits to the intention to purchase under the influence of State management (SM) has been conducted to guide the magnitude of the above influence. This paper presents the results of empirical research in Hanoi from April 1, 2018, to April 30, 2018, to test the theoretical model as well as the proposed research hypotheses. The results of the study show that, without considering the impact of the regulatory state management variable, there are only two factors that positively affect the purchase intention of functional foods enjoyment perceptions (0.314) and economic perceptions (0.277). When considering the impact of the state management variable, this factor has a positive effect on the relationship between utility perception and purchase intention; At the same time, it negatively affects the relationship between enjoyment perceptions, economic perceptions, and purchase intention. In particular, for functional foods, enjoyment perceptions do not affect purchase intention in either case.

Volume 12 | 03-Special Issue

Pages: 1479-1488

DOI: 10.5373/JARDCS/V12SP3/20201400