Consumer behavior analysis for vietnamese high-quality goods certificate. Evidence in Ho Chi Minh City

Abstract

This study investigates the experimental study of consumer behavior when buying with coffee and T-shirt with high quality certificates and without ones. Based on the Behavior Perspective Model, the paper developed a conceptual frame to identify the relationship between learning history and purchase intention, and in turn; purchase intention has some different level of effects on utilitarian reinforcement and informational reinforcement. By using partial least squares–structural equation modeling and multigroup analysis (PLS-SEM, PLS-MGA) to explore a sample size of 180 participants, who are volunteers to conduct the experimental survey, the findings showed that learning history has a significant impact on purchase intention. Moreover, purchase intention has a stronger effect on utilitarian reinforcement than informational reinforcement. However, after implement multigroup analysis, the results showed that there was no significant difference between two separated groups