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Consumer motivators toward purchasing wild tuna: The Case of Taichung Consumers
Leese L, Mendy
binary logistic regression
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The primary purpose of this study is to investigate the purchasing motivators of wild tuna among Taichung consumers using binary logistic regression. The prediction of the impact on the purchasing decision was examined by an analytical model based on the binary logistic regression. Primary data on consumer motivators (gender, education, store reputation, eco-label, caught method, and interpersonal influence) were collected using online questionnaire survey with a sample size of 247 respondents from Taichung city. Logistic regression analysis was performed to develop and validate the model by using Statistical Package for Social Sciences (SPSS 22.0). The results indicated that store reputation, eco-label, caught method, and interpersonal influence had significant effect on wild tuna purchasing decision: while gender and education had no influence on it. The model developed in this study, correctly predicted 85.8% of the cumulated effect of the motivational parameters on the purchasing decision. This study contributes to the understanding of the main factors that motivate consumers toward purchase wild tuna in Taichung. It also offers insights and discusses implementations for manufacturers, marketers and policy makers concerned with the drivers that motivate consumers’ wild tuna purchasing motivators which require different marketing plan and strategy than conventional products.
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