Expected and experienced quality as predictors of intention to purchase four new processed beef products

Abstract

Purpose – This paper aims to explore consumers' perception of quality of new processed beef products and the role of expected and experienced quality in the formation of consumer's purchase intentions. Based on the Total Food Quality Model, a conceptual framework is developed that relates cue evaluation, expected quality, experienced quality, purchase motive fulfilment and purchase intention. Design/methodology/approach – Structural equation modeling is used to test the framework with data from a sample of 201 respondents, involving three steps. First, principal component analyses were applied to explore underlying factor structures within each construct. Based on the exploratory factor analyses, measurement models were estimated, with the measured variables as indicators of latent constructs for all the four products. Finally, structural models were estimated for the relationships among the latent constructs. Findings – Results show that cue evaluations, expected/experienced quality and purchase motive fulfilment are all predictors of purchase intention, but that their weight and causal structure differ between purchase intentions before and after trial. Practical implications – Implications for the introduction of new beef products are discussed. Originality/value – This paper is an attempt to quantitatively estimate the relationships between quality cues, expected and experienced quality, and purchase motives as determinants of purchase intention for new products using structural equation modeling.