LAUSR

ABSTRACT Two studies were conducted to investigate the factors determining consumers’ purchase intentions toward dried fruit in Taiwan. In the first study, we identified the most appropriate scale structure by using exploratory factor analysis on data from 306 participants. In the second study, the factor structures were verified by performing a confirmatory factor analysis of a sample comprising 575 participants. Structural equation modeling was then applied to test the hypothesized relationships, followed by a correspondence analysis to associate the eating experience of dried fruits with all participant sociodemographics. The results revealed that first, the high purchase intention toward dried fruits is positively influenced by autonomy motivation, relatedness motivation, and perceived convenience value, whereas it is negatively influenced by competence motivation and perceived health value. Second, the eating attitude mediates the effects of autonomy and competence motivation as well as perceived emotional and health values on the purchase intention. Third, marked differences are present in the choice and eating habit of dried fruits in the analysis of socioeconomic variables. Overall, the study results imply that dried fruit purchasing is a hedonistic-oriented behavior, and that consumers are confused regarding the products that are considered dried fruits; hence, a clear definition of dried fruits and effective consumer education are necessary. Furthermore, dried fruit manufacturers must improve the utilitarian values of health and convenience.