Abstract

CHIANG, Andrés; AGUILERA, Mauricio; CABANA, Ricardo  and  MORA, Marcos. Chinese consumers’ purchase intention of fresh cherries: Modeling of relations between satisfaction and perceived quality. Rev. Fac. Cienc. Agrar., Univ. Nac. Cuyo [online]. 2021, vol.53, n.2, pp.204-213. ISSN 1853-8665.

The purpose of this study was to model Chinese consumers’ intention to purchase fresh cherries through direct and indirect relations and mediating role between perceived intrinsic quality, perceived extrinsic quality and satisfaction. The analytical method used was a structural equation modeling (SEM). Surveys were applied to 388 buyers in three traditional markets in Beijing, China. A confirmatory factor analysis was performed, which presented an adequate goodness of fit to accept the model, according to the literature, which confirmed the relations. The results showed, that perceived extrinsic quality and satisfaction are directly and significantly related to Chinese consumers’ intention to purchase fresh cherries. Additionally, an indirect and significant relationship was found between perceived intrinsic quality and purchase intention, through the mediating role of satisfaction.

Keywords : Consumers; Fresh cherries; Perceived quality; Satisfaction; Purchase intention; China.

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