The relationship between influencing factors, attitude and buying intention of food supplement products

Abstract

The focus of this research is to study the relationship between influencing factors, attitude and buying intention of
food supplement products (FSP). In this paper, buying intention is considered under indirect effects from concerns
to health, knowledge, social communications and brand through attitudes. With 508 samples, an experimental
research is conducted in Hanoi from April 1, 2017 to April 30, 2017 in order to examine framework as well as
proposed hypotheses. The samples are conveniently collected from consumers who used to use FSP and are
using FSP at the moment. The methods to analyse data are: (i) Examine scale by analysing Cronbach’s Alpha and
reliability by Exploratory Factor Analysis (EFA); (ii) Examine framwork by Confirmatory Factor Analysis (CFA); (iii)
linear regression analysis to examine framework and research hypotheses. It is indicated from the research that
at P<0,05, Brand and Knowledge are two factors affect indirectly to Buying intention through Attitude; concern to
Health and Social communication affect directly to Buying intention with inconsiderable level