The application of Structural Equation Technique (SET) in Study of the Effect of Consumers’ Personal Values and Habits on Behavioral Intention and Purchase Satisfaction

Abstract

Abstract. Purchase satisfaction is regarded as a key and important motivation for loyalty and repurchase intention so that achieving customer satisfaction is considered one of the marketers’ initial goals. Behavioral intention is the result of the process of customer satisfaction that includes purchase intention, customer verbal advertising. The research model is formed using the variables of habit strength, personal values, consumer purchase satisfaction and consumer behavioral intention. The methodology of the present research is applied and correlative in terms of objective and research method, respectively. Data were collected by employing questionnaire tool and survey method randomly among 210 customers of Refah Chain Store in Yazd. Afterwards, the data were analyzed using SPSS 18 Software and the analysis of the relations between variables and factors was conducted through confirmatory factorial analysis and structural equation technique using LISREL 8.72 Software in order to test hypotheses aiming at measuring simultaneous, direct or indirect relations, among the variables. Research results indicate personal values affect purchase satisfaction significantly and the relation between purchase satisfaction and consumer behavioral intention is confirmed. In addition, consumers’ habit strength affect consumer purchase satisfaction and their behavioral intention.