The effect of trust belief and salesperson’s expertise on consumer’s intention to purchase nutraceuticals: Applying the theory of reasoned action

Ming-Tien Tsai1, Chao-Wei Chin1, Cheng-Chung Chen1
1National Cheng Kung University, Taiwan
Cite this article:  Tsai, M., Chin, C., & Chen, C. (2010). The effect of trust belief and salesperson’s expertise on consumer’s intention to purchase nutraceuticals: Applying the theory of reasoned action. Social Behavior and Personality: An international journal, 38, 273-288.

Volume 38 Issue 2 | e1981 | Published: March 2010 | DOI: https://doi.org/10.2224/sbp.2010.38.2.273

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The consumer’s attitude, subjective norm, and purchase intention were explored based on the theory of reasoned action (Fishbein & Ajzen, 1975). A sample of 334 consumers was surveyed and the results were analyzed using structural equation modeling. Results show that a consumer’s attitude subjective norm and the salesperson’s expertise will facilitate the purchase intention of buying nutraceuticals; the salesperson’s expertise and subjective norm can affect the consumer’s attitude; and trust belief does not directly affect purchase intention, but rather the consumer’s attitude to buying nutraceuticals and the subjective norm.

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