Research Objectives This study employed quantitative methods to investigate the connectionbetween perceived product quality, brand awareness, perceived productknowledge, other members’ e
INTRODUCTION
Research Background
In today's digital age, internet consumption has become essential, significantly influencing various aspects of life, especially purchasing behavior The rise of social media platforms has amplified this effect, offering users new avenues for information, communication, and brand engagement Recognizing the importance of internet use is vital to understanding how social media shapes consumer behavior The internet has transformed how individuals discover products and services, providing a wealth of online resources such as corporate websites, reviews, and social media interactions Research indicates that consumers increasingly rely on these online sources to gather product information, compare options, and make informed purchasing decisions Social media, in particular, has emerged as a critical channel for consumers seeking recommendations, reading reviews, and engaging in discussions about products and brands.
The internet fosters direct communication between consumers and companies, creating a sense of community and involvement Social media platforms facilitate two-way interactions, allowing customers to share experiences, express opinions, and seek tailored support, which enhances their engagement and strengthens brand loyalty (Roggeveen et al., 2021) The Elaboration Likelihood Model (ELM) provides a theoretical framework to understand the cognitive processes influencing consumer decision-making in the social media context This study aims to explore how social media influences consumer behavioral intentions by examining the roles of attitude and attachment within the ELM framework.
The Vietnamese market serves as a crucial focal point for examining the relationship between social media and consumer behavioral intentions, particularly regarding purchase intent and willingness to pay more Vietnam's rapidly evolving business landscape, characterized by a young and tech-savvy population, has led to significant increases in internet penetration and social media usage Recent studies indicate that Vietnam boasts one of the highest social media penetration rates in Southeast Asia, with approximately 72% of the population engaging on platforms like Facebook, Instagram, and YouTube as of 2021 Notably, 33% of active users are aged 15 to 35, highlighting the substantial engagement of Vietnamese youth on social media This demographic's active participation and potential as influential consumers make them an ideal target for researching the impact of social media on consumer behavior.
The Vietnamese market offers unique insights into the influence of social media on consumer decision-making, as its consumer behavior is shaped by cultural elements, social influences, and economic conditions, differing from more mature economies Analyzing how social media impacts consumer behavioral intentions in Vietnam reveals the relationship between social media, attitude development, and purchasing choices across various sectors, including technology, e-commerce, FMCG, and fashion This diversity allows for a comprehensive examination of social media's role in a dynamic market environment, contributing to the global understanding of consumer behavior beyond Western contexts The study emphasizes social media's significant impact on consumer attitudes and behaviors, as it transforms interactions and fosters virtual communities where users share product insights and experiences By providing abundant content, reviews, and recommendations, social media influences purchasing decisions, enhancing trust and authenticity through user-generated content Ultimately, this research aims to fill the gap in existing literature by focusing on Vietnam, offering valuable insights into the changing landscape of consumer behavioral intentions in Southeast Asia.
2017) Using social media, consumers may find new ideas, learn about products, and compare options before purchasing (Ruane & Wallace, 2013; Wolny & Charoensuksai, 2014)
Social media enhances brand-consumer communication, enabling businesses to foster loyalty and connections with their target audiences By facilitating direct interactions, brands can address inquiries and respond to comments in real-time, creating a personalized experience that boosts customer satisfaction and loyalty Positive interactions on social media significantly influence customer behaviors, leading to increased repeat purchases and a greater willingness to spend.
The Elaboration Likelihood Model (ELM) serves as the theoretical framework for this research due to its significance in understanding the impact of social media on consumer behavioral intentions, especially in online contexts ELM provides a comprehensive approach to analyze the relationship between social media, consumer attitudes, and behavioral intentions (Petty & Cacioppo, 1986) It identifies two processing paths for persuasive messages: the central route, which involves careful and systematic evaluation of information, and the peripheral route, which relies on heuristic cues and superficial traits By incorporating these routes, ELM elucidates how individuals engage with social media content and its influence on their attitudes and subsequent behaviors (Petty & Cacioppo, 1986).
The Elaboration Likelihood Model (ELM) highlights the importance of individual differences and motivation in information processing, indicating that a person's drive and ability to think deeply affect how they respond to persuasive messages Individuals who are motivated and intelligent tend to adopt a balanced viewpoint, thoughtfully weighing both sides of an issue before forming opinions based on social media content Conversely, those with lower motivation or cognitive capacity often rely on peripheral cues In the context of internet usage, the ELM serves as a crucial framework for understanding how consumers navigate information overload and shape their behavioral intentions on social media platforms This model allows for the examination of customer attitudes and behavioral intentions, such as purchase likelihood and willingness to pay more, in relation to social media content, including user-generated reviews, marketing messages, and influencer opinions.
The Elaboration Likelihood Model (ELM) has proven effective across diverse fields, including advertising, e-commerce, and social media research (Li & Karahanna, 2015; Teng et al., 2014) By applying the ELM to social media and consumer behavioral intentions, this study enhances our understanding of the factors that shape digital consumers' decision-making processes.
Attitudes play a crucial role in shaping customer behavior, influencing their likelihood to purchase and willingness to pay a premium An individual's attitude reflects their overall perception of a product, brand, or action, making it essential to understand how social media affects consumer intentions Acting as a cognitive and emotional filter, attitudes are shaped by past experiences, knowledge, beliefs, and social influences When consumers encounter social media content, their pre-existing attitudes significantly impact their understanding and evaluation of the information Positive attitudes towards a brand or product can lead to favorable assessments, increased purchase intent, and a greater readiness to spend, while negative attitudes can hinder customer engagement and reduce behavioral intentions.
Attitudes play a vital role in connecting social media exposure to consumer behavior, as platforms are rich in information and user-generated content that can shape customer sentiments (Muda & Khan, 2020) Positive social media elements, including reviews and endorsements, contribute to favorable perceptions of brands or products (Colliander & Erlandsson, 2015; Kapitan & Silvera, 2016), which in turn encourage desirable consumer actions like purchasing and willingness to pay more Additionally, attitudes act as a bridge between beliefs and behaviors, formed by cognitive elements such as beliefs and assessments, along with affective elements like emotions (Hill et al., 1977) When consumers' views about a brand, influenced by social media, align with their emotional responses, these sentiments significantly impact their decision-making and actions (Sparks et al., 2013; Taylor et al., 2011) Ultimately, positive attitudes lead to brand loyalty, repeat purchases, and a greater likelihood of spending on products or services.
Persistent sentiments play a crucial role in shaping long-term consumer behavior, acting as psychological anchors that guide actions and decisions (Ajzen & Fishbein, 1980) Positive brand attitudes fostered through social media interactions can lead to increased brand loyalty and advocacy over time (Colliander & Erlandsson, 2015; Kapitan & Silvera, 2016) For businesses aiming to build enduring customer relationships, it is essential to understand how attitudes influence consumer behavior in the context of social media.
Agarwood, known as "oud" or "agar," is a prized aromatic resin from the Aquilaria tree, holding deep cultural significance in many Asian countries, especially Vietnam, where it has been integral to religious rituals and traditional medicine for centuries The agarwood market has seen significant growth, positively impacting the economies of producing nations However, research on consumer behavior regarding agarwood on social media, particularly in Vietnam, remains scarce Understanding this dynamic is crucial for businesses in the agarwood industry to leverage social media effectively and enhance customer engagement.
Research on agarwood is crucial due to its cultural, economic, and social media implications In Vietnam, agarwood holds deep cultural significance, making it essential to explore how cultural factors shape customer behavior towards agarwood on social media Additionally, the economic impact of the agarwood industry on producing countries underscores the importance of understanding customer intentions, particularly among Vietnamese social media users This intersection of tradition and digital consumption offers valuable insights into the agarwood market (Karlinasari et al., 2021; Luong & Ho, 2023).
This study adapts the Elaboration Likelihood Model (ELM) to investigate Vietnamese customers' behavioral intentions toward agarwood on social media platforms The ELM, a recognized framework for understanding persuasive communication and attitude change (Petty & Cacioppo, 1986), is applied to explore how customers engage with agarwood products By examining both central and peripheral processing routes, the research aims to uncover the factors influencing Vietnamese customers' intentions and behaviors related to agarwood in the social media context.
This study enhances the theoretical understanding of the Elaboration Likelihood Model (ELM) by applying it to social media, revealing key factors that shape Vietnamese consumers' intentions toward agarwood Additionally, the findings offer practical insights for agarwood businesses, allowing them to refine their marketing strategies and communication on social media to effectively engage Vietnamese customers.
Research Objectives
This study utilized quantitative methods to explore the relationships among perceived product quality, brand awareness, perceived product knowledge, endorsements from others, value similarity, attitudes toward agarwood products, purchase intentions, and willingness to pay more within the Vietnamese e-commerce sector for agarwood products The primary aim of the research is to uncover these connections.
Investigate the relationship between social media and consumer behavior for agarwood consumption among Vietnamese customers.
Examine the influence of social media interactions on attitudes towards agarwood products among Vietnamese customers.
Explore the role of the ELM in understanding information processing and decision- making regarding agarwood on social media platforms by Vietnamese customers.
Research Questions
There are three questions to guide this study:
Research question 1: What are the relationships between the central route and attitude toward agarwood products?
Research question 2: What are the relationships between peripheral route and attitude toward agarwood products?
Research question 3: What are the relationships between attitude toward agarwood product value and customer behavioral intention?
Research Process
The research began by identifying problem statements and conducting a comprehensive literature review to formulate clear hypotheses Employing a quantitative research method, primary data was collected through online questionnaires The findings were analyzed using SmartPLS, facilitating in-depth discussions that led to a conclusive summary and valuable recommendations for future research The research process is visually represented in Figure 1.1.
LITERATURE REVIEW
Vietnam Commercial Market Research
Vietnam has been experiencing remarkable economic growth and rapid urbanization, making it an attractive market for various industries, including the commercial market With over
With a population of 99 million (Worldometers, 2023), Vietnam presents a vibrant consumer market characterized by varied preferences and behaviors Recent years have seen considerable changes in the Vietnamese commercial landscape (Hoang et al., 2020; Mondal, 2021) Consequently, examining consumer behavioral intentions regarding agarwood on social media platforms is both pertinent and essential in this evolving market.
Vietnam's commercial market boasts a dynamic retail sector that blends traditional markets, modern supermarkets, and e-commerce platforms As Vietnamese consumers increasingly turn to digital channels, particularly social media, for product discovery and online shopping, businesses have the opportunity to engage with customers and shape their purchasing decisions This shift highlights the importance of researching customer behavioral intentions towards agarwood on social media within Vietnam's evolving commercial landscape, making it a timely and valuable area of study.
2.1.1 Economic Growth and Market Potential
Vietnam is rapidly becoming one of Southeast Asia's fastest-growing economies, characterized by strong economic growth and a vibrant consumer market Significant economic reforms over the past few decades have attracted foreign investments and created a favorable business climate (Nguyen et al., 2023) This growth has enhanced the purchasing power and consumption patterns of Vietnamese consumers As the economy continues to expand, industries like the agarwood market are well-positioned to leverage the increasing consumer demand and seize opportunities in this dynamic market landscape.
Vietnam's market potential is highlighted by increasing disposable incomes, a growing middle class, and evolving consumer preferences As Vietnamese consumers become more tech-savvy, they are integrating digital channels and social media into their daily routines (Nguyen et al., 2023) This trend offers a significant opportunity for businesses in the agarwood industry to utilize social media for engaging customers, raising awareness about agarwood products, and shaping consumer behavior With economic growth, favorable demographics, and the rising impact of social media, Vietnam emerges as a promising market for exploring customer behavioral intentions regarding agarwood.
The agarwood market in Vietnam holds significant importance due to the country's rich history and cultural ties to this highly valued aromatic resin Agarwood, also known as "oud" or
Gaharu, derived from the Aquilaria tree species, has been a vital component in traditional Vietnamese medicine, religious ceremonies, and the creation of luxury perfumes and incense for centuries (Du et al., 2022) Vietnam stands out as a major global producer of agarwood, particularly in the Central Highlands and southern provinces, which are key cultivation areas (Phimmavong et al., 2009) The indigenous presence of agarwood in Vietnam, along with its cultural significance, has spurred the growth of the agarwood market, drawing both local and international interest.
The agarwood market in Vietnam has evolved significantly due to changing consumer preferences, rising international demand, and technological advancements Recently, Vietnamese consumers have shown a heightened interest in agarwood products, seeking unique and luxurious experiences Additionally, the market has expanded beyond traditional retail, with e-commerce platforms and social media playing a crucial role in influencing consumer behavior This shift offers a valuable opportunity to investigate the behavioral intentions of Vietnamese customers toward agarwood in digital environments.
Vietnam has seen a remarkable rise in social media usage, with over 76 million users in 2021, accounting for about 78% of the population, driven by affordable smartphones and better internet access This increase has significantly influenced consumer behavior, transforming how individuals search for information, discover products, and make purchasing decisions Social media platforms play a crucial role in shaping Vietnamese consumers' preferences and purchase intentions, offering businesses opportunities to create engaging content, utilize user-generated content, and interact with customers Furthermore, these platforms enable targeted advertising and personalized communication, allowing businesses to effectively reach their target audience.
Vietnamese consumers, spanning different age groups, display unique characteristics that significantly influence their purchasing behavior They are open to new products and experiences, often seeking distinctive and luxurious options Key factors such as authenticity, personalization, and social validation play a vital role in their buying decisions, with social media serving as a powerful platform for information, inspiration, and social engagement.
To effectively engage Vietnamese consumers, businesses must understand their behavioral intentions, especially on social media By analyzing customer motivations, preferences, and decision-making processes, particularly regarding culturally significant products like agarwood, companies can develop targeted marketing strategies Research indicates that Vietnamese customers value experiences over material possessions and are drawn to unique offerings Additionally, they significantly depend on social media content, user reviews, and peer recommendations when making purchasing decisions.
Understanding the behavioral intentions of Vietnamese customers on social media is crucial for businesses aiming to attract and influence their buying choices This research offers essential insights into the preferences and decision-making processes of Vietnamese consumers, allowing companies to create effective marketing strategies and improve engagement with this important market segment.
Agarwood Products
Agarwood products are increasingly sought after in the global market for their luxurious qualities and cultural significance Their association with spirituality and exclusivity makes them appealing to consumers looking for unique, high-end offerings (Chen & Rao, 2022) The rising global demand for agarwood items, such as chips, essential oils, and incense sticks, presents valuable opportunities for businesses in the agarwood industry to meet the preferences of Vietnamese customers.
Agarwood products hold a unique place in Vietnam's traditional medicine and religious practices, highlighting their cultural importance Used for centuries, agarwood is valued in Vietnamese medicine for its therapeutic properties, including anti-inflammatory, analgesic, and sedative effects Beyond traditional applications, the demand for agarwood has grown as consumers seek the unique sensory experiences and emotional connections these products offer The Vietnamese agarwood market has expanded and diversified, catering to various consumer preferences Understanding the characteristics and appeal of agarwood is essential for analyzing customer behavior on social media, shedding light on the factors that influence Vietnamese consumers' interest, engagement, and purchasing decisions.
Agarwood is highly sought after for its unique characteristics, particularly its distinct aroma, which is produced when the Aquilaria tree species is infected by a specific mold, leading to the formation of resinous wood (Subasinghe et al., 2019) This resin emits a rich and captivating fragrance that is prized in the perfume and incense industries (Baldovini, 2022) Described as woody, earthy, and musky, the aroma of agarwood varies in nuances and intensities based on its type and quality (Yan et al., 2023) Its unique olfactory profile enhances its luxurious and exotic appeal, making it especially attractive to Vietnamese consumers in search of sensory experiences and distinctive scents.
Agarwood is celebrated not only for its aromatic qualities but also for its striking visual appeal, showcasing a spectrum of colors including dark brown, black, and gray, along with intricate grain patterns and textures (McMullen & Dell’Acqua, 2023) This unique aesthetic, associated with luxury and craftsmanship, attracts consumers in search of distinctive products (Suardana & Sumantra, 2023) The combination of its captivating aroma and visual characteristics enhances agarwood's allure, particularly appealing to Vietnamese customers who value the sensory and aesthetic aspects of luxury items.
Agarwood is culturally and historically significant in Vietnam, enhancing its appeal to consumers Its use spans centuries, deeply embedded in the nation's traditions and rituals Integral to Vietnam's religious ceremonies, traditional medicine, and cultural practices, agarwood continues to play a vital role in the country's heritage.
Agarwood, often linked to spirituality and purification, serves as a bridge between the physical and spiritual realms Its calming aroma makes it a popular choice for incense and offerings in temples and religious settings In Vietnam, agarwood holds deep cultural and historical significance, enhancing the prestige of agarwood products and attracting customers who appreciate cultural authenticity and traditional values.
Agarwood has significantly influenced Vietnam's history and trade, establishing the country as a leading global producer and exporter With a rich tradition of agarwood cultivation, it has long been a valuable commodity that attracted merchants and traders Its historical status as a luxury item enhances its perceived value among consumers This cultural legacy presents businesses in the agarwood industry with a unique opportunity to engage Vietnamese customers on social media by sharing the rich heritage and significance of agarwood, thereby fostering a deeper connection with the product.
Agarwood's versatility and market demand are evident in its significant role within the perfume and fragrance industry, where its unique and captivating aroma is a prized ingredient in luxury perfumes and colognes The complex, long-lasting scent of agarwood enhances fragrance compositions, appealing to consumers seeking distinctive, high-end olfactory experiences Its popularity in creating niche and luxury fragrances has grown globally, particularly among Vietnamese consumers who are increasingly interested in personal grooming and luxury products This trend highlights the importance of exploring their behavioral intentions toward agarwood on social media platforms.
Agarwood is widely utilized in the production of incense and related products due to its aromatic properties, making it a key ingredient for high-quality incense sticks, cones, and powders In many cultures, including Vietnam, incense holds significant spiritual and ceremonial value, often used in temples and homes The incorporation of agarwood enhances the sacred atmosphere during religious rituals, enriching the sensory experience Additionally, the demand for agarwood-based incense extends beyond traditional uses, appealing to wellness and relaxation practices among Vietnamese consumers who seek tranquility and mindfulness Thus, understanding customer behavior towards agarwood on social media should consider its impact on engagement and purchasing decisions within the perfume and incense markets.
The agarwood market has experienced notable growth in recent years due to increasing domestic and international demand This highly valued commodity is particularly sought after in regions such as the Middle East, East Asia, and Southeast Asia.
The global demand for agarwood products, including chips, essential oils, and incense, has surged due to their luxury appeal, cultural significance, and medicinal benefits (Chen & Rao, 2022) This market growth is driven by heightened consumer awareness, increased disposable incomes, and a preference for natural, unique products Vietnamese consumers are pivotal in shaping the agarwood market, as their preferences and behaviors significantly influence trends and consumption patterns Therefore, understanding their intentions toward agarwood on social media is essential for capturing attention and fostering engagement in this evolving market.
Vietnam plays a crucial role in the agarwood trade, being a major producer and exporter with a rich tradition of cultivating Aquilaria trees The country's agarwood industry involves multiple stages, including cultivation, harvesting, processing, and commercialization, significantly contributing to the economy by providing income opportunities for local communities Trade dynamics such as supply chains, pricing mechanisms, and market regulations influence the availability of agarwood products for consumers in Vietnam Additionally, understanding customer behavior on social media platforms can reveal how trade-related factors affect their attitudes, preferences, and purchasing decisions in the agarwood market.
Elaboration likelihood model (ELM)
The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo in 1986, serves as a theoretical framework for understanding how persuasive messages shape individuals' attitudes and behaviors This model has been extensively utilized to analyze consumer behavior, particularly in relation to brand attitudes, advertising effectiveness, and purchase intentions In the realm of social media, the ELM offers valuable insights into how Vietnamese consumers process and respond to persuasive messages about agarwood Research based on the ELM emphasizes the significance of message content, source credibility, and individual characteristics in affecting consumers' elaboration processes and their resulting attitudes and behaviors.
This research utilizes the Elaboration Likelihood Model (ELM) to explore how Vietnamese customers perceive, form attitudes, and express intentions toward agarwood products on social media By understanding the cognitive processes that influence customer behavior, the study aims to offer valuable insights for marketers and businesses seeking to effectively connect with this specific audience.
2.3.1 Conceptual Overview of the Elaboration Likelihood Model
The Elaboration Likelihood Model (ELM) offers a detailed framework for comprehending how attitudes are formed and altered through cognitive processes According to ELM, consumers interpret persuasive messages via central and peripheral routes based on their environment (Petty & Cacioppo, 1986; Teng et al., 2014) When using the central route, individuals are motivated to engage in careful and systematic processing of persuasive information, leading to more enduring attitude change.
In 2021, it was highlighted that individuals assess message content critically, considering arguments and engaging in cognitive elaboration Conversely, the peripheral route leads to more transient attitude changes, often swayed by heuristics and shortcuts (Algarni, 2019).
The Elaboration Likelihood Model (ELM) posits that the route of information processing is influenced by an individual's motivation and ability When individuals are both motivated and capable, they are more inclined to engage in central processing Conversely, those with lower motivation or ability tend to rely on peripheral cues, leading to peripheral processing The ELM highlights the significance of various message factors—such as content, argument quality, source credibility, and peripheral cues—alongside individual factors like involvement, knowledge, and personal relevance, all of which play a crucial role in determining the processing route and subsequent changes in attitude.
The Elaboration Likelihood Model (ELM), rooted in cognitive psychology and persuasion theory, suggests that individuals engage in systematic cognitive processing when they are motivated and capable, resulting in more lasting attitude changes This process includes evaluating message content, scrutinizing arguments, and generating counterarguments The ELM provides a framework for understanding the psychological mechanisms of persuasion, particularly regarding how individuals respond to persuasive messages about agarwood on social media By exploring the factors that affect Vietnamese customers' motivation and ability to process information about agarwood, this research aims to enhance understanding of their behavioral intentions and contribute to consumer decision-making in social media marketing.
2.3.3 Relevance to the Research Topic
The Elaboration Likelihood Model (ELM) is essential for exploring Vietnamese customers' behavioral intentions toward agarwood on social media This research utilizes the ELM to analyze the cognitive processes that shape customers' attitudes and intentions regarding agarwood products By providing a theoretical framework, the ELM clarifies how individuals process persuasive messages through central and peripheral routes In the context of social media, where various persuasive messages about agarwood are prevalent, it is crucial to understand the factors that lead Vietnamese customers to engage in either elaborative or peripheral processing Understanding these dynamics is vital for the success of the agarwood industry, as it reveals the influences on customer engagement, attitudes, and behavioral intentions.
Attitude
Attitude is a key concept in consumer behavior that significantly influences individuals' perceptions and intentions
Attitude is a multifaceted construct that includes cognitive, affective, and behavioral components, particularly in the context of Vietnamese customers' evaluations of agarwood products on social media This research focuses on their beliefs regarding the benefits, quality, and value of agarwood, as well as their emotional responses to the product Furthermore, it examines the behavioral intentions of these customers, highlighting their likelihood to purchase, recommend, or engage with agarwood products on social media platforms.
Accurately measuring attitudes is crucial for predicting consumer behavior, and researchers have developed various methods to capture this complexity One widely used approach is the Likert scale, which gauges individuals' agreement or disagreement with statements related to a specific subject This method quantifies both cognitive and emotional components of attitudes by assigning numerical values to responses In this study, Likert scales will be utilized to evaluate Vietnamese customers' beliefs, evaluations, and emotional reactions to agarwood products on social media By employing this scale, the research aims to gather quantitative data that reveals the strength and direction of attitudes, ultimately assessing their influence on behavioral intentions.
Another measurement approach frequently used in attitude research is the semantic differential scale, which assesses the bipolar dimensions of an attitude object (Osgood et al.,
Semantic differential scales, developed by researchers in 1957, utilize adjective pairs like "good" versus "bad" to assess evaluative attitudes This method allows researchers to gauge respondents' positions between contrasting adjectives, making it suitable for understanding Vietnamese customers' perceptions of agarwood products on social media By employing this scale, the study captures the emotional responses and feelings that shape customers' attitudes, providing valuable insights into how these affective dimensions influence their behavioral intentions toward agarwood.
Customer Behavioral Intention
Customer behavioral intention reflects the tendency of individuals to engage in specific actions related to a product, service, or brand, indicating their readiness to perform these actions in the future In this research, it specifically examines the likelihood of Vietnamese customers to purchase agarwood products, share information about them, or recommend them on social media.
2.5.1 Conceptualization of Customer Behavioral Intention
Customer behavioral intention is a vital concept in consumer behavior research, reflecting individuals' readiness to engage in specific actions It indicates the likelihood of customers performing certain behaviors in the future, particularly regarding agarwood on social media platforms This includes Vietnamese customers' intentions to purchase agarwood products, share related information, or recommend agarwood to others Understanding customer behavioral intention involves examining both the cognitive and behavioral dimensions of their decision-making processes.
2.5.2 Antecedents of Customer Behavioral Intention
Understanding the factors that influence customer behavioral intention is essential for identifying why individuals are likely to engage with a product or service, particularly in the context of Vietnamese customers and agarwood on social media These antecedents encompass psychological factors like attitudes, beliefs, motivations, and perceived benefits, which play a crucial role in shaping intentions Additionally, social factors, including subjective norms, peer influence, and social media interactions, significantly affect customers' decision-making processes and their subsequent behavioral intentions.
2.5.3 Significance in Understanding Consumer Behavior
In today's competitive marketplace, understanding consumer behavior is essential for businesses, as it provides valuable insights into customers' attitudes, motivations, preferences, and decision-making processes This knowledge is crucial for crafting effective marketing strategies Specifically, analyzing Vietnamese customers' behavioral intentions towards agarwood on social media can offer significant advantages for businesses in the agarwood industry.
Hypothesis development
2.6.1 Central route – product-related triggers: perceived product quality, information quality, service quality, and attitude
The central route of the Elaboration Likelihood Model (ELM) involves a systematic evaluation of information, where individuals critically assess the arguments and evidence (El Hedhli & Zourrig, 2023; Moradi & Zihagh, 2022) This analysis emphasizes product-related triggers, particularly perceived product quality, information quality, and service quality, and their influence on consumer attitudes toward the value of agarwood products.
Perceived product quality is defined as the subjective evaluation of a product's excellence by customers on social media platforms (Kumar & Khanna, 2022; Vazquez, 2021) When customers view products as high-quality, they tend to develop a positive attitude toward their value (Liao et al., 2020) Research indicates that perceived product quality significantly influences customers' attitudes and purchase intentions (Akroush et al., 2019; Charton-Vachet et al., 2020; Suttikun & Meeprom, 2021) It is established that perceived product quality affects overall customer satisfaction and is a key determinant of value (Suttikun & Meeprom, 2021) Furthermore, high perceived product quality enhances customer attitudes toward a product's value, thereby increasing purchase intentions (Akroush et al., 2019; Charton-Vachet et al., 2020) Hence, the following hypothesis is proposed:
Hypothesis 1: Perceived product quality positively affects attitude toward agarwood product value.
Information quality on social media platforms encompasses the accuracy, relevance, and credibility of product information (Cooley & Parks-Yancy, 2019; Dedeoglu, 2019) When consumers recognize high-quality information about products, it is likely to enhance their perception of the product's value (Cheung & To, 2019; Park).
Research indicates that the quality of information significantly shapes customers' attitudes and purchase intentions, particularly in the context of technology and products (Kang & Namkung, 2019; Kasilingam, 2020; Molinillo et al., 2021; Wang & Teo, 2020) High perceived information quality enhances users' perceived value of online information, which in turn positively influences their attitudes and intentions This evidence supports the hypothesis that information quality has a favorable impact on Vietnamese customers' perceptions of agarwood product value on social media platforms.
Hypothesis 2: Information quality positively affects attitude toward agarwood product value.
Service quality encompasses customers' perceptions of the overall excellence and effectiveness of services linked to products, including customer support, delivery, and after-sales service High service quality positively influences customers' attitudes toward product value, as supported by research that underscores its importance in shaping customer attitudes and intentions The SERVQUAL model highlights the critical role of service quality in affecting customer behaviors Moreover, service quality significantly impacts perceived value, further influencing customers' attitudes and intentions.
Research from 2020 supports the idea that high service quality enhances Vietnamese customers' perceptions of agarwood product value on social media Therefore, we propose the following hypothesis:
Hypothesis 3: Service quality positively affects attitude toward agarwood product value.
2.6.2 Peripheral route – affected-related triggers: perceived product knowledge, other members’ endorsement, value similarity, and attitude
The peripheral route of the Elaboration Likelihood Model (ELM) involves heuristic processing, where individuals form attitudes based on cues and shortcuts rather than thorough analysis (Lins & Sunyaev, 2023; Wang et al., 2020) This section examines how affect-related triggers, such as perceived product knowledge, endorsements from peers, and value similarity, influence attitudes toward the value of agarwood products.
Perceived product knowledge is defined as customers' subjective evaluation of their understanding and familiarity with products (Eberhardt et al., 2021; Xin & Seo, 2020) High levels of perceived product knowledge are believed to positively influence customers' attitudes toward product value This notion is backed by research highlighting the significant impact of product knowledge on shaping customer attitudes and purchase intentions (Indriani et al., 2019; Sun & Wang, 2020; Yuan et al., 2022; Zanger et al.).
Research indicates that product knowledge plays a crucial role in shaping customers' evaluations and perceptions of product value, with knowledgeable consumers more likely to recognize the benefits and features of a product (Yuan et al., 2022; Zanger et al., 2022) Additionally, it significantly influences customers' attitudes and purchasing intentions (Indriani et al., 2019; Sun & Wang, 2020) These findings support the hypothesis that perceived product knowledge positively impacts Vietnamese customers' attitudes toward the value of agarwood products on social media platforms.
Hypothesis 4: Perceived product knowledge positively affects attitude toward agarwood product value.
Other members' endorsements, which include positive recommendations and reviews from fellow customers or social media influencers, significantly impact consumers' perceptions of product value on social media platforms (Lee & Eastin, 2021; Vrontis et al., 2021) Favorable endorsements are expected to enhance customers' attitudes toward products (Osei-Frimpong et al., 2019) Furthermore, social influence, through recommendations and endorsements, is crucial in shaping customers' attitudes and purchase decisions (Moraes et al., 2019; Pauliene & Sedneva, 2019) These findings support the hypothesis that endorsements from other members positively influence Vietnamese customers' attitudes toward the value of agarwood products on social media.
Hypothesis 5: Other members' endorsement positively affects attitude toward agarwood product value.
Value similarity is the alignment between customers' values and those represented by products, which can significantly impact their attitudes toward these products When customers recognize a strong connection between their personal values and the values reflected in a product, it tends to enhance their perception of the product's value.
2022) The previous studies argue that consumer values significantly influence their evaluations of product attributes and overall product value (Bangsa & Schlegelmilch, 2020; Biscaia et al.,
Research indicates that value congruence between individuals and products enhances customer attitudes and intentions (Michel et al., 2022; You & Hon, 2021) This evidence supports the hypothesis that value similarity positively influences Vietnamese customers' perceptions of agarwood product value on social media platforms Therefore, we propose the following hypothesis.
Hypothesis 6: Value similarity positively affects attitude toward agarwood product value.
2.6.3 Attitude and Customers Behavioral Intention
Customer attitudes toward product value encompass their overall assessment of the benefits, quality, and worth of the products offered (Yuan et al., 2020; Zhang et al., 2020) A positive perception of agarwood products is likely to enhance customers' purchase intentions (Asti et al., 2021) According to the theory of planned behavior, attitude plays a crucial role in shaping individuals' intentions to perform specific actions, including making a purchase (Ajzen).
The theory of reasoned action emphasizes the significant role of attitude in forecasting behavioral intentions (Hill et al., 1977) Research indicates that a positive attitude towards the value of agarwood products enhances the purchase intentions of Vietnamese customers on social media platforms Therefore, we propose the following hypothesis:
Hypothesis 7: Attitude toward agarwood product value positively affects purchase intention.
A positive attitude toward product value can significantly enhance customers' willingness to pay higher prices (Berger, 2019) Research supports this notion, highlighting that customer attitudes play a crucial role in shaping price perceptions and their readiness to invest more (Ali & Ali, 2020; Diallo et al., 2021; Zhang et al., 2020) Studies indicate that when customers perceive high value in a product, it correlates with an increased likelihood of them accepting higher prices (Ali & Ali, 2020; Zhang et al., 2020).
2020) Additionally, attitude toward product quality positively affects customers' price perceptions and willingness to pay more (Diallo et al., 2021; Zhang et al., 2020) Thus, the following hypothesis is proposed:
Hypothesis 8: Attitude toward agarwood product value positively affects willingness to pay more.
Research Model
The proposed model examining the relationship between variables was presented in Figure2.6.
METHODOLOGY
Research Design
Stern et al (1992) describe research design as a structured plan that outlines methods for achieving research objectives and testing hypotheses, including detailed specifications for the research process This study employed quantitative research techniques, enabling the collection of credible and reliable data from a large sample size (Hyde, 2000) The analysis was conducted using primary data gathered from questionnaire responses.
The steps are listed for the questionnaire process as follows:
(1) Questionnaire translation and back translation
The research study utilized an initial questionnaire in English, but to enhance its effectiveness, both English and Vietnamese versions were created The questionnaire underwent translation prior to distribution to participants Given that the instruments were originally developed in English and in foreign contexts, a back-translation method was employed to ensure the validity and reliability of the survey This approach is widely recognized as a reliable method for assessing the accuracy of translations.
The research process involved two key stages for developing the questionnaire Initially, it was distributed to marketing and sales professionals for feedback Subsequently, a final version was reviewed by three professors and experts to validate its content Based on their recommendations, the researcher made necessary revisions to enhance the reliability of the questionnaire.
Following the design of the questionnaire, a pilot test was conducted with ten diverse college students from I-SHOU University to assess its clarity and readability The feedback obtained from this pilot test led to a comprehensive review and refinement of the questionnaire, ensuring it was easily understandable for future respondents.
Sampling Data
The population is defined as a whole group about which some information needs to be obtained, according to Banerjee and Chaudhury
(2010) Accordingly, the target population of this study consists of all Vietnamese customers The sampling method used in this research is convenience sampling
The sample size is a crucial aspect of any empirical study, as it represents a segment of the target population and allows for generalization (Taherdoost, 2017; Bhalerao & Kadam, 2010) To minimize sampling errors and biases, the sample size must be sufficient, typically adhering to the guideline of 5-10 participants per survey item (Berk & Theall, 2006) Given that this study comprises 33 items, the minimum number of participants required should be calculated as 3 to 10 times the number of questions, ensuring robust and reliable research outcomes.
Thus, 330 Vietnamese customers are the least sample in this study.
The questionnaire was designed on Google Docs and then distributed to the sample through social media platforms (such as Facebook, YouTube,Shopee, Instagram, and TikTok).
Measurements
The content of the survey is classified: the first section was a cover letter clarifying the study's purpose and the questionnaire in detail.
The dimensioning method utilized in this study encompasses key concepts such as perceived product quality, information quality, service quality, perceived product knowledge, endorsement from other members, value similarity, attitude, purchase intention, and willingness to pay more, all measured on a 5-point Likert scale.
The perceived product quality construct is measured by 3 items adapted from previous studies (Chen et al., 2022; Wu & Jang, 2014)
The information quality construct is measured by 6 items modified from previous studies (Alhamad & Singh, 2021; Islam et al., 2022)
The service quality construct is measured by 5 items adapted from previous studies (Erkan & Evans, 2016; Islam et al., 2022)
The perceived product knowledge construct is evaluated using three items based on prior research (Chen et al., 2022; Suh & Chang, 2006) Similarly, the other member's endorsement construct is assessed through three items derived from earlier studies (Chen et al., 2022; Lim et al., 2006).
The value similarity construct is measured by 3 items is adapted from previous studies (Chen et al., 2022; Liang et al., 2019)
The attitude construct is measured by 4 items adapted from previous studies (Fan et al., 2020; Luong & Ho, 2023)
The purchase intention construct is measured by 3 items adapted from previous studies (Luong, 2023; Yuan Sun et al., 2019)
The willingness to pay more construct is measured by 3 items is adapted from previous studies (Chen et al., 2022; Zhao et al., 2016)
The last set of questions contained criteria such as age, monthly income, gender, education, occupation, and information sources related toVietnamese customers.
Perceived Product Quality (PPQ) Chen et al.
PPQ1 “I think this product can satisfy my demands.”
PPQ2 “I think the quality of this product appears as advertised.”
PPQ3 “I think the total performance of this product is excellent.”
Information Quality (INQ) Alhamad and
INQ1 “I feel that the information on social media platforms was credible.”
INQ2 “I believe the information on social media platforms was relevant to meet my needs.”
INQ3 “I feel that the information on social media was based on facts.”
INQ4 “I feel the information on social media platforms was sufficient and detailed.”
INQ5 “I believe the quantity of information on social media platforms was good enough.”
INQ6 “I believe that the social media platform information regarding products and services has improved my understanding of the quality of the product's features.”
Service Quality (SVQ) Erkan and Evans
SVQ1 “I believe the person who shared the review on social media was credible.”
SVQ2 “I feel that the person who shared the review on social media was experienced.”
SVQ3 “The person who shared the information on the social media review platform was trustworthy.”
SVQ4 “I believe the person who shared the information on the social media review platform was reliable.”
SVQ5 “I perceive that the person who shared the review on social media was honest.”
Perceived Product Knowledge (PPK) Chen et al.
PPK1 “I feel very knowledgeable about the product.”
PPK2 “If I want to purchase the product today, I must gather very little information to make a wise decision.”
PPK3 “I feel confident about the product quality.”
Other Member’s Endorsement (OME) Chen et al.
OME1 “Many others have recommended me.”
OME2 “The testimonials on the others are attractive to me.”
OME3 “The testimonials on the others are useful to me.”
Values Similarity (VLS) Chen et al.
VLS1 “The others and I have similar values.”
VLS2 “The others and I have similar interests.”
VLS3 “The others and I are similar in many ways.”
Attitude toward Agarwood Products (ATA) Fan et al (2020)
ATA1 “My attitude towards agarwood products is good.”
ATA2 “My attitude towards agarwood products is favorable.”
ATA3 “My attitude towards agarwood products is effective.”
ATA4 “My attitude towards agarwood products is reliable.”
Purchase Intention (PCI) Luong et al.
PCI1 “I will consider online shopping as my first shopping choice.”
PCI2 “I intend to purchase agarwood products.”
PCI3 “I expect that I will purchase agarwood products online.”
Willingness to Pay More (WPM) Chen et al.
WPM1 “I will remain a customer to purchase agarwood products online even if the price is increased slightly.”
WPM2 “I will remain a customer and continuously purchase new agarwood products online.”
WPM3 “I will remain a customer before purchasing products online even if the price at other alternative outlets is slightly lower.”
Statistical Analysis Method
The coded data was analyzed using statistical tools like SPSS and SmartPLS, which facilitated an exploration of the data through frequency and percentage calculations, descriptive analysis, reliability testing, and assessment of causal effects.
In this study, Smart PLS 4.0 was utilized to identify the most influential factors through Structural Equation Modeling (SEM) and Partial Least Squares Structural Equation Modeling (PLS-SEM) Following the completion of the analysis, the bootstrapping method was applied to estimate population parameters from 5,000 samples by averaging results from multiple smaller datasets The primary statistical analysis involved inferential statistics to test the hypotheses and descriptive statistics to outline the characteristics of the respondents.
Data Analysis
In the following step, completed responses were solved once and then inputted into Smart PLS software for further process and analysis.
Table 3.2 Timetable for data collection and analysis
January 2024 Revise and make final questionnaires
January to March 2024 Collecting data
April 2024 Data screening process and insert data and data analyzing
DATA ANALYSIS AND RESULT
Descriptive Analysis
Table 4.1 provides a demographic description of a group of individuals (339 participants) based on individuals' demographics The table 4.1 has several columns representing variables and their corresponding responses, frequencies, and percentages.
The variable "Gender" has two responses: Male (184, 54.28%) and Female (155, 45.72%). The variable "Age (year)" has four responses: 18-29 (123, 36.28%), 30-40 (133, 39.23%), 41-50 (56, 16.52%), and Over 50 (27, 7.96%).
The variable "Marital status" has two responses: Single (257, 75.81%) and Married (82, 24.19%).
The variable "Monthly income" has four responses: Under 7,000,000VND (68, 20.06%), 7,000,001-14,000,0000VND (187, 55.16%), 14,000,0001-21,000,000 VND (46, 13.57%), and Over 21,000,000 VND (38, 11.21%).
The variable "Education" has three responses: High school (7, 2.06%), Undergraduate (264, 77.88%), and Postgraduate (68, 20.06%).
The variable "Occupation" has four responses: Government employee (39, 11.50%), Private sector employee (166, 48.97%), Self-employed (71, 20.94%), and Business owner (63, 18.58%).
The variable "Have you ever heard about agarwood products? (criterion questions)" has five responses: One time (90, 26.55%), Two times (106, 31.27%), Three times (90, 26.55%),Four times (45, 13.27%), and Five times or above (8, 2.36%).
7 Have you ever heard about agarwood products? (criterion questions)
Table 4.2 showcases the findings of a study examining the behavioral intentions of Vietnamese customers regarding agarwood on social media platforms, with the constructs detailed in the first column and corresponding mean and standard deviation values provided for each item.
Perceived Product Quality (PPQ) is evaluated through three key items: PPQ1, PPQ2, and PPQ3 The average scores for these items fall between 4.038 and 4.189, with PPQ1 receiving the highest mean score, indicating that consumers believe the product effectively meets their needs.
The construct "Information Quality (INQ)" includes six items, labeled INQ1 through INQ6, with mean values ranging from 3.575 to 4.035 Notably, INQ5 received the highest mean score of 4.035, indicating that respondents feel the quantity of information available on social media platforms is satisfactory.
The "Service Quality (SVQ)" construct is evaluated through five items: SVQ1, SVQ2, SVQ3, SVQ4, and SVQ5, with mean values ranging from 4.171 to 4.327 Notably, SVQ3 achieved the highest mean score of 4.327, indicating that respondents found the individual sharing information on the social media review platform to be trustworthy.
The concept of Perceived Product Knowledge (PPK) is evaluated through three items, labeled PPK1, PPK2, and PPK3, with mean values ranging from 3.658 to 4.021 Notably, PPK2 received the highest mean score of 4.021, indicating that respondents feel they require minimal information to make an informed purchase decision.
The construct "Other Member's Endorsement (OME)" includes three components: OME1, OME2, and OME3, with mean values ranging from 4.209 to 4.324 Notably, OME3 received the highest mean score of 4.324, indicating that testimonials from others are perceived as highly beneficial.
The construct "Values Similarity (VLS)" is comprised of three components: VLS1, VLS2, and VLS3, with mean values ranging from 3.826 to 4.174 Notably, VLS3, which assesses the perception of similarity with others, achieved the highest mean score of 4.174, indicating a strong sense of commonality among individuals.
The "Attitude toward Agarwood Products" (ATA) construct includes four components: ATA1, ATA2, ATA3, and ATA4, with mean values ranging from 3.973 to 4.26 Notably, ATA4, which assesses the reliability of one's attitude toward agarwood products, received the highest mean score of 4.26, indicating a strong positive perception.
The concept of "Purchase Intention (PCI)" is represented by three key items: PCI1, PCI2, and PCI3, with mean values ranging from 3.864 to 4.077 Notably, PCI1 received the highest mean score of 4.077, indicating that consumers are inclined to prioritize online shopping as their primary choice.
The concept of "Willingness to Pay More (WPM)" is represented by three key items: WPM1, WPM2, and WPM3, with mean values ranging from 3.622 to 3.867 Notably, WPM1 achieved the highest mean score of 3.867, indicating that customers are inclined to continue purchasing agarwood products online even with a slight price increase.
Constructs/items Mean Standard deviation Peripheral Route
PPQ1 “I think this product can satisfy my demands.” 4.189 0.805
PPQ2 “I think the quality of this product appears as advertised.” 4.118 0.771
PPQ3 “I think the total performance of this product is excellent.” 4.038 0.846
INQ1 “I feel that the information on social media platforms was credible.” 3.67 1.009
INQ2 “I believe the information on social media platforms was relevant to meet my needs.” 3.614 0.954
INQ3 “I feel that the information on social media was based on facts.” 3.575 1.035
INQ4 “I feel the information on social media platforms was sufficient and detailed.” 3.655 0.926
INQ5 “I believe the quantity of information on social media platforms was good enough.” 4.035 0.79
INQ6 “I believe that the social media platform information regarding products and services has improved my understanding of the quality of the product's features.” 3.791 0.963
SVQ1 “I believe the person who shared the review on social media was credible.” 4.171 0.869 was experienced.”
SVQ3 “The person who shared the information on the social media review platform was trustworthy.” 4.327 0.73
SVQ4 “I believe the person who shared the information on the social media review platform was reliable.” 4.245 0.853
SVQ5 “I perceive that the person who shared the review on social media was honest.” 4.198 0.851
The survey results indicate a strong sense of knowledge and confidence among consumers regarding the product Participants rated their understanding of the product highly, with an average score of 3.917, reflecting a solid familiarity Additionally, the ease of acquiring necessary information for making informed purchasing decisions was emphasized, as evidenced by a score of 4.021 Furthermore, confidence in the product's quality was also notable, with an average rating of 3.658, showcasing overall consumer trust in the product.
OME1 “Many others have recommended me.” 4.209 0.842
OME2 “The testimonials on the others are attractive to me.” 4.265 0.845 OME3 “The testimonials on the others are useful to me.” 4.324 0.835
VLS1 “The others and I have similar values.” 3.847 0.845
VLS2 “The others and I have similar interests.” 3.826 0.936 VLS3 “The others and I are similar in many ways.” 4.174 0.769
Attitude toward Agarwood Products (ATA)
The overall attitude towards agarwood products is positive, with an average rating of 4.024 for general favorability, 3.973 for being favorable, 4.044 for effectiveness, and a high score of 4.26 for reliability These ratings indicate a strong and favorable perception of agarwood products among consumers.
PCI1 “I will consider online shopping as my first shopping choice.” 4.077 0.802
PCI2 “I intend to purchase agarwood products.” 3.9 0.887
PCI3 “I expect that I will purchase agarwood products online.” 3.864 0.902
Willingness to Pay More (WPM)
WPM1 “I will remain a customer to purchase agarwood products online even if the price is increased slightly.” 3.867 0.91
WPM2 “I will remain a customer and continuously purchase new agarwood products online.” 3.622 0.995
WPM3 “I will remain a customer before purchasing products online even if the price at other alternative outlets is slightly lower.” 3.717 1.065
Measurement Model Assessment
The SmartPLS analysis confirmed the significance of all observed variables in the model, as shown in Table 4.3 With all VIF values, both inner and outer, under 3 (Hair et al., 2019) (refer to Tables 4.3 and 4.4), the study indicates that neither observable variables nor latent constructs are facing significant multicollinearity This finding allows for a more reliable interpretation of the regression results, suggesting that the model is well specified.
The outer loading factor surpassed the recommended threshold of 0.6, leading to the removal of SQ1 due to its low outer loading The model demonstrated strong reliability and convergent validity, with all scales achieving Cronbach's alpha and composite reliability values exceeding 0.7, and the average variance extracted (AVE) exceeding the minimum standard of 0.5 Despite the OME’s Cronbach’s alpha value being 0.600, it remains acceptable Additionally, discriminant validity was confirmed, as the square root of AVE was greater than the correlations among latent variables, and all HTMT ratios were below 0.9.
Table 4.3 Factor loading, VIF outer, Cronbach’s alpha, CR, and AVE
Constructs/items VIF outer Factor loading
Attitude toward Agarwood Products (ATA) 0.748 0.767 0.565
Willingness to Pay More (WPM) 0.753 0.758 0.669
Notes: “VIF: Collinearity statistics; CR: Composite reliability; AVE: Average variance extracted”
The study explores various factors influencing consumer behavior towards agarwood products, including Perceived Product Quality (PPQ), Information Quality (INQ), and Service Quality (SVQ) Additionally, it examines the role of Perceived Product Knowledge (PPK), Other Member’s Endorsement (OME), and Values Similarity (VLS) in shaping consumers' Attitude toward Agarwood Products (ATA) Ultimately, these elements contribute to Purchase Intention (PCI) and the Willingness to Pay More (WPM) for these products.
Constructs ATA INQ OME PCI PPK PPQ SVQ VLS WPM
Perceived Product Quality (PPQ), Information Quality (INQ), and Service Quality (SVQ) significantly influence consumer attitudes toward Agarwood products (ATA) Additionally, factors such as Perceived Product Knowledge (PPK), Other Member’s Endorsement (OME), and Values Similarity (VLS) play crucial roles in shaping Purchase Intention (PCI) and Willingness to Pay More (WPM) Understanding these elements can enhance marketing strategies and improve customer engagement in the Agarwood market.
“Diagonal (in bold) represents the square root of AVE while the other entries represent the squared correlations.”
Table 4.6 Heterotrait-monotrait ratio (HTMT)
Constructs ATA INQ OME PCI PPK PPQ SVQ VLS WPM
Notes: “Perceived Product Quality: PPQ; Information Quality: INQ; Service Quality:SVQ; Perceived Product Knowledge: PPK; Other Member’s Endorsement: OME; Values
Similarity: VLS; Attitude toward Agarwood Products: ATA; Purchase Intention: PCI;Willingness to Pay More: WPM”
PLS-SEM analysis
Following comprehensive testing, an impact assessment was performed utilizing the Bootstrapping 5000 samples tool to evaluate statistical significance The analysis, detailed in Table 4.7, examines the hypotheses and paths concerning the relationships among various variables within the tourism sector A P value below 0.05 is typically regarded as statistically significant, suggesting that the observed relationships among the variables are unlikely to be attributed to random chance.
The findings indicate that perceived product quality has a significant positive effect on attitudes toward agarwood products, supporting hypothesis 1 (β=0.169, t=2.485, p=0.013) Additionally, information quality also positively influences attitudes toward agarwood products, confirming hypothesis 2 (β=0.198, t=3.081, p=0.002) However, service quality does not have a significant impact on attitudes toward agarwood products, leading to the rejection of hypothesis 3 (β=-0.134, t=1.495, p=0.135).
Perceived product knowledge significantly enhances attitudes toward agarwood products, supporting hypothesis 4 (β=0.207, t=2.856, p=0.004) However, the endorsement from other members does not positively influence attitudes toward agarwood products, leading to the rejection of hypothesis 5 (β=0.190, t=3.063, p=0.002) Additionally, similarity in values positively affects attitudes toward agarwood products, further supporting the rejection of hypothesis 5 (β=0.141, t=2.051, p=0.040) Importantly, a positive attitude toward agarwood products is strongly associated with both purchase intention (supporting hypothesis 7: β=0.385, t=5.921, p Attitude toward Agarwood Products
Notes: “O: Original sample path coefficients; M: Sample mean of path coefficient;
STDEV: Standard deviation; T: T statistics; P: P values; F 2 : effect size; *: p