Citation

Hasim, Mohamad Aidil and Jabar, Juhaini and Ahmad Murad, Murzidah and Ibrahim, Nor Fauziana and Nazir Ali, Nornazirah (2020) The Association of Knowledge, Trust, Motivation, and Perceived Benefit with Purchase Behaviour: A Case of P3 Sweetener. International Journal of Advanced Science and Technology, 29 (6s). pp. 2877-2884. ISSN 2005-4238

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Abstract

In today’s revolution, the use of nanofood has become a positive trend within the food industry. Regrettably, most communities have yet to adopt such an advancement in technology due to a lack of interest, engagement, and awareness. This has led to poor knowledge on the matter. The main purpose of this paper is to examine the relationship between knowledge, trust, perceived benefit, and motivation with purchase behaviour. In this study, P3 Sweetener was used to represent nanofood products. A quantitative survey was conducted to gather 365 responses from respondents in Johor based on a purposive sampling plan (homogeneous sampling). The main theoretical framework for this research was the Stimulus Organism Response (SOR) proposed by Mehrabian and Russell in 1974. The results indicated that motivation, perceived benefit, and trust have a positive relationship with purchase behaviour, while knowledge remained an insignificant factor. This research has also provided insight into the adoption process of P3 Sweetener towards practitioner’s implication

Item Type:	Article
Uncontrolled Keywords:	Consumer behavior, Nanofood, purchase behaviour, P3 sweetener, SOR model
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	10 May 2021 12:49
Last Modified:	10 May 2021 12:49
URII:	http://shdl.mmu.edu.my/id/eprint/8154

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