Competitiveness and consumer preferences of U.S. fruits in Taiwan

Hsu, Jane Lu; Wann, Joyce Jong-Wen

doi:10.1002/agr.20022

Cited by 7 publications

(2 citation statements)

References 15 publications

(13 reference statements)

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“…This research investigated the extent to which product familiarity affects purchasing imported fruit, in this case, the Korean pear in Taiwan. Asian pear is a popular fruit in Taiwan (USDA Foreign Agriculture Service, 2019), and certain characteristics of imported fruits like packaging, grading and product labels were preferred (Hsu and Wann, 2004).…”

Section: Introductionmentioning

confidence: 99%

Satisfaction and purchase intention of imported fresh fruits based on familiarity: a case of Korean pears in Taiwan

Seo

Kim

Nurhidayati

2020

BFJ

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PurposeThis study aims to investigate the influence of image and reputation of imported fresh fruits on consumer satisfaction and purchase intentions. The moderating role of familiarity with imported fruits was also assessed.Design/methodology/approachA total of 332 Taiwanese consumers who had purchased imported Korean pears participated using an online survey and were grouped based on their familiarity to Korean pears. Multi-group analysis with structural equation modeling was used to test the hypotheses.FindingsImage and reputation of imported Korean pears were identified as predictors of the satisfaction and purchase intention. Multi-group analysis results found the moderating effect of familiarity between image and satisfaction. Images were identified as predictors of the satisfaction and purchase intention of imported Korean pears for consumers with low familiarity, whereas image did not show any influence on satisfaction for consumers with high familiarity.Originality/valueThis study can contribute to the limited understanding of imported fresh fruit markets and provides insights into familiarity for consuming imported fresh fruits.

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Section: Introductionmentioning

confidence: 99%

Satisfaction and purchase intention of imported fresh fruits based on familiarity: a case of Korean pears in Taiwan

Seo

Kim

Nurhidayati

2020

BFJ

View full text Add to dashboard Cite

show abstract

“…A previous study showed that market-oriented agribusinesses are highly innovative and achieve superior performance (Micheels & Gow, 2008). A well-balanced marketing plan emphasises overall superiority, and must be designed for both retailers and consumers (Hsu & Wann, 2004). Vertical coordination mechanisms must be installed in the marketing plan, leading to competition among retail chains and thus ensuring quality and building brand equity (Hanf & Kühl, 2005).…”

Section: Internal Environmentmentioning

confidence: 99%