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THE MALAYSIAN-CHINESE CONSUMERS PURCHASING INTENTION BEHAVIOR: THE CASE OF SEAFOOD AS A GIFT
Corresponding Author(s) : Gholamreza Zandi
Humanities & Social Sciences Reviews,
Vol. 7 No. 2 (2019): March
Abstract
Purpose of Study: This research aims to explore consumer purchasing behavior and examines the factors that affect the consumer purchasing intention behavior on seafood as a gift in Malaysian Chinese.
Methodology: There are many researches on the consumer purchasing behavior and gift-giving behavior. However, prior research in this particular topic of the combination of seafood and gift is limited. The Theory of Planned Behavior (TPB) serves as the backbone of the study which gives inspiration to the development of the theoretical framework of 4A’s marketing tools namely acceptability, awareness, accessibility and affordability to measure consumer purchasing intention behavior on seafood as a gift-giving item. The research conducted using the quantitative approach which focuses on the questionnaires with 234 respondents that provide fundamental connection to measure the relationship between empirical observation and quantitative mathematical expression. The data collected will be analyzed using IBM SPSS Statistics software and Cronbach’s Alpha is performed to test the reliability analysis while chi-square to test the independence variables.
Results: The findings are yet available since this report serves as the preliminary stage of the conduct of the research and the survey is conducted. The Malaysian seafood sector and food marketers may find this study useful in promoting the growth of the domestic seafood market in general and the adoption of marketing strategy in selection which may be the most effective to the consumers in Malaysia.
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- Abdullahi, F.A., M. Zainalabidin and M.I. Mohd, 2010. Determinants of fresh fish purchasing behavior among Malaysian consumers. Current Research Journal of Social Sciences, 3(2): 126-131.
- Andrew, G.P., 2002. Brand choice in gift-giving: Recipient influence. Journal of Product & Brand Management, 11(4): 237-248. DOI: https://doi.org/10.1108/10610420210435434
- Brown, S., 2011. Measures of shape: Skewness and kurtosis. [Accessed 17th November 2013].
- Clare, D.S., 2003. An inference of gift-giving within Asian business culture. Asia Pacific Journal of Marketing and Logistics, 15(1/2): 27-38. DOI: https://doi.org/10.1108/13555850310765051
- Diana, M.P., 2013. Willful ignorance: A grounded theory study of seafood purchase decisions. ProQuest Dissertations and Theses, 134.
- Hyun-Hwa, L. and K. Jihyun, 2009. Gift shopping behavior in a multichannel retail environment: The role of personal purchase experiences. International Journal of Retail & Distribution Management, 37(5): 420-439. DOI: https://doi.org/10.1108/09590550910954919
- Janice, B., C.B. Charles and B. Margarent, 2008. Consumer perspectives: Take-out packaging and food safety. British Food Journal, 110(8): 819-828. DOI: https://doi.org/10.1108/00070700810893340
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- Lu, C.-H., n.d. Assessing construct validity: The utility of factor analysis. Graduate Institute of Curriculum and Instruction National Hualien University of Education, 15: 79-94.
- Lund Research Limited, 2013. Multiple regression analysis using SPSS. Available from https://statistics.laerd.com/spss-tutorials/multiple-regression-using-spss-statistics.php [Accessed 18th November 2013].
- Nevin, S. and S.K. Suzan, 2010. Evaluation of food purchasing behavior of consumers from supermarkets. British Food Journal, 112(2): 140-150. DOI: https://doi.org/10.1108/00070701011018824
- Seikoo, 2013. Radio or television – is one better than the other? Available from http://www.streetdirectory.com/travel_guide/29257/advertising/radio_or_television___is_one_better_than_the_other.html [Accessed 22th November 2013].
- ShiXiong, L., L. YanXiong, L. QiuPing and W. ErYue, 2010. Moderating effect of cultural values on decision making of gift-giving from a perspective of self-congruity theory: an empirical study from Chinese context. Journal of Consumer Marketing, 27(7): 604-614. DOI: https://doi.org/10.1108/07363761011086353
- Siow, K., 2012. A study of factors affecting Malaysian customers’ purchase intention toward hybrid vehicle. Inti International University.
- Themistoklis, A., B.H. Karina, V. Thora, O.O. Jon, M. Emilia, B. Karen and L. Joop, 2010. Translating barriers into potential improvements: The case of new healthy seafood product development. Journal of Consumer Marketing, 27(3): 224-235. DOI: https://doi.org/10.1108/07363761011038293
- Umaru, R.I. and D.A. Ombugus, 2017. Determinants of job satisfaction of colleges of education lecturers: A study of Nasarawa State college of education, Akwanga. Asian Business Research Journal, 2(1): 8-13. DOI: https://doi.org/10.20448/journal.518.2017.21.8.13
- Ushakov, A., 2017. Learning content management systems in flt: Canadian experience. International Journal of English Language and Literature Studies, 6(1): 25-32. DOI: https://doi.org/10.18488/journal.23.2017.61.25.32
- Valentine, C. and N. Attamah, 2017. Comparative analysis of the effectiveness of cobb-douglas, real business cycle, and Keynesian growth models in determining economic growth in Nigeria. Journal of Empirical Studies, 4(1): 1-14. DOI: https://doi.org/10.18488/journal.66.2017.41.1.14
- Vassilis, D. and S. Aviv, 2010. Gender-role views and gift-giving behaviors in Israel. Journal of Consumer Marketing, 27(4): 381 – 389. DOI: https://doi.org/10.1108/07363761011052413
- Walter, J.A. and F. Farm, 2000. Generic advertising for the seafood industry. Scholar Archieve@OSU. Available from http://ir.library.oregonstate.edu/xmlui/handle/1957/32216 [Accessed 14th July 2013].
- Wang, K. and Z. Yang, 2018. The research on teaching of mathematical understanding in China. American Journal of Education and Learning, 3(2): 93-99. DOI: https://doi.org/10.20448/804.3.2.93.99
- Wang, Q., A.R. Mohammed and A.K. Kau, 2007. Chinese cultural values and gift-giving behavior. Journal of Consumer Marketing: 214-228. DOI: https://doi.org/10.1108/07363760710756002
- William, 2006. Deduction and induction. Available from http://www.socialresearchmethods.net/kb/dedind.php [Accessed 25th July 2013].
- Yusuf, S. and M.M. Ali, 2018. Tourism and poverty reduction: Evidence from Tanzania. International Journal of Asian Social Science, 8(12): 1130-1138. DOI: https://doi.org/10.18488/journal.1.2018.812.1130.1138
- Zikmund, W.G., B.J. Babin, J.C. Carr and M. Griffin, 2010. Business research methods. 8th Edn., Canada: South-Western Cengage Learning.
References
Abdullahi, F.A., M. Zainalabidin and M.I. Mohd, 2010. Determinants of fresh fish purchasing behavior among Malaysian consumers. Current Research Journal of Social Sciences, 3(2): 126-131.
Andrew, G.P., 2002. Brand choice in gift-giving: Recipient influence. Journal of Product & Brand Management, 11(4): 237-248. DOI: https://doi.org/10.1108/10610420210435434
Brown, S., 2011. Measures of shape: Skewness and kurtosis. [Accessed 17th November 2013].
Clare, D.S., 2003. An inference of gift-giving within Asian business culture. Asia Pacific Journal of Marketing and Logistics, 15(1/2): 27-38. DOI: https://doi.org/10.1108/13555850310765051
Diana, M.P., 2013. Willful ignorance: A grounded theory study of seafood purchase decisions. ProQuest Dissertations and Theses, 134.
Hyun-Hwa, L. and K. Jihyun, 2009. Gift shopping behavior in a multichannel retail environment: The role of personal purchase experiences. International Journal of Retail & Distribution Management, 37(5): 420-439. DOI: https://doi.org/10.1108/09590550910954919
Janice, B., C.B. Charles and B. Margarent, 2008. Consumer perspectives: Take-out packaging and food safety. British Food Journal, 110(8): 819-828. DOI: https://doi.org/10.1108/00070700810893340
Karen, B., V. Wim, O.O. Svein and F.J. Lisbeth, 2009. Motives, barriers and quality evaluation in fish consumption situations: Exploring and comparing heavy and light users in Spain and Belgium. British Food Journal, 11(7): 699-716. DOI: https://doi.org/10.1108/00070700910972387
Lu, C.-H., n.d. Assessing construct validity: The utility of factor analysis. Graduate Institute of Curriculum and Instruction National Hualien University of Education, 15: 79-94.
Lund Research Limited, 2013. Multiple regression analysis using SPSS. Available from https://statistics.laerd.com/spss-tutorials/multiple-regression-using-spss-statistics.php [Accessed 18th November 2013].
Nevin, S. and S.K. Suzan, 2010. Evaluation of food purchasing behavior of consumers from supermarkets. British Food Journal, 112(2): 140-150. DOI: https://doi.org/10.1108/00070701011018824
Seikoo, 2013. Radio or television – is one better than the other? Available from http://www.streetdirectory.com/travel_guide/29257/advertising/radio_or_television___is_one_better_than_the_other.html [Accessed 22th November 2013].
ShiXiong, L., L. YanXiong, L. QiuPing and W. ErYue, 2010. Moderating effect of cultural values on decision making of gift-giving from a perspective of self-congruity theory: an empirical study from Chinese context. Journal of Consumer Marketing, 27(7): 604-614. DOI: https://doi.org/10.1108/07363761011086353
Siow, K., 2012. A study of factors affecting Malaysian customers’ purchase intention toward hybrid vehicle. Inti International University.
Themistoklis, A., B.H. Karina, V. Thora, O.O. Jon, M. Emilia, B. Karen and L. Joop, 2010. Translating barriers into potential improvements: The case of new healthy seafood product development. Journal of Consumer Marketing, 27(3): 224-235. DOI: https://doi.org/10.1108/07363761011038293
Umaru, R.I. and D.A. Ombugus, 2017. Determinants of job satisfaction of colleges of education lecturers: A study of Nasarawa State college of education, Akwanga. Asian Business Research Journal, 2(1): 8-13. DOI: https://doi.org/10.20448/journal.518.2017.21.8.13
Ushakov, A., 2017. Learning content management systems in flt: Canadian experience. International Journal of English Language and Literature Studies, 6(1): 25-32. DOI: https://doi.org/10.18488/journal.23.2017.61.25.32
Valentine, C. and N. Attamah, 2017. Comparative analysis of the effectiveness of cobb-douglas, real business cycle, and Keynesian growth models in determining economic growth in Nigeria. Journal of Empirical Studies, 4(1): 1-14. DOI: https://doi.org/10.18488/journal.66.2017.41.1.14
Vassilis, D. and S. Aviv, 2010. Gender-role views and gift-giving behaviors in Israel. Journal of Consumer Marketing, 27(4): 381 – 389. DOI: https://doi.org/10.1108/07363761011052413
Walter, J.A. and F. Farm, 2000. Generic advertising for the seafood industry. Scholar Archieve@OSU. Available from http://ir.library.oregonstate.edu/xmlui/handle/1957/32216 [Accessed 14th July 2013].
Wang, K. and Z. Yang, 2018. The research on teaching of mathematical understanding in China. American Journal of Education and Learning, 3(2): 93-99. DOI: https://doi.org/10.20448/804.3.2.93.99
Wang, Q., A.R. Mohammed and A.K. Kau, 2007. Chinese cultural values and gift-giving behavior. Journal of Consumer Marketing: 214-228. DOI: https://doi.org/10.1108/07363760710756002
William, 2006. Deduction and induction. Available from http://www.socialresearchmethods.net/kb/dedind.php [Accessed 25th July 2013].
Yusuf, S. and M.M. Ali, 2018. Tourism and poverty reduction: Evidence from Tanzania. International Journal of Asian Social Science, 8(12): 1130-1138. DOI: https://doi.org/10.18488/journal.1.2018.812.1130.1138
Zikmund, W.G., B.J. Babin, J.C. Carr and M. Griffin, 2010. Business research methods. 8th Edn., Canada: South-Western Cengage Learning.