The purchases of local specialties were usually seen in conventional physical stores in the past. The potential consumers were the tourists who visited the stores. Renowned products did not necessarily imply big business in this pattern of trading. With the imposition of “free independent travel” for Mainland China tourists, and the introduction of “one town one product” project in recent years, and the upcoming “Cross-Strait Service Trade Agreement”, the number of tourists has skyrocketed, which in turn brings out more local specialties. As online shopping becomes more and more popular, consumers are no longer limited to tourists. Given the purpose of promoting local development and boosting the consumption of local specialties through online shopping, the focus of this study has been directed toward the factors that affect consumers’ intention of shopping local specialties online.
This study presents a behavior model for online purchase of local specialties, and tries to verify the influence that “purchase intention of local specialties” and “online purchase intention” have over “online purchase intention of local specialties” by using questionnaire survey, and verify the model by using structural equation model (SEM). Six independent variables affect purchase intention of local specialties and online purchase intention. They are consumption values, purchase motivation, self-efficacy of purchasing local specialties, internet self-efficacy, perceived risk, and online experiences. These variables were explored separately.
This study expects to verify the fit of the model by using structural equation modelling, and even seeks to verify whether independent variables have positive impacts on purchase intention of local specialties and online purchase intention of local specialties. The practical propositions to boost sales and encourage online trading of local specialties are what were expected to be found through this study.
Keywords: local specialty, online shopping, purchase intention
Liang-Chuan Wu, National Chung Hsing University, Taiwan
Ching-Ya Lee, National Chung Hsing University, Taiwan
Chin-Ho Lee, National Cheng Kung University, Taiwan
This paper is part of the ACP2014 Conference Proceedings (View)
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