Effects of the Recognition for the Importance Properties of Food on Satisfaction and Purchasing Intention: Path Analysis of Consumers Shopping Tendency for HMR

Abstract

Purpose: This study investigates to extract the factors associated with the perceived importance of HMR foods and how the shopping value would impact on their relationship, positing that suppliers should take radical approaches if the importance attributes not product selection attributes could influence the purchasing intention and satisfaction. Research Design, Data, and Methodology: Total of 80 undergraduates and 98 adults returned the valid responses to 25 question items regarding importance attributes and other items to design this research model. Results: The rational tendency had significant effects on the satisfaction, but not on the purchasing intention. However, the hedonic tendency did not have significant effects on the purchasing intention and satisfaction. Conclusion: As the perceived attributes of products can serve as essential elements that could deliver positive product images to consumers, companies may consider such attributes important in making decisions on product improvement and new product development although the perceived attributes do not lead to immediate purchase.