Abstract:
The purpose of this study was to investigate the factors influencing customers' purchase intention (PI) towards fresh Malaysian durians in Zhejiang province, China.This study applies a quantitative research method to explore the factors influencing customers' PI toward fresh Malaysian durians in Zhejiang province, China. Data were collected by an online questionnaire survey, with 385 valid responses from those who live in Zhejiang province in total. This study adopted three research conceptual frameworks from the previous research to construct a new conceptual framework.This study found that customer-perceived value (CPV) has a positive influence on attitude. Furthermore, attitude, subjective norms and perceived behavioral control are all found to have significant influences on PI.This research's scope is limited to Zhejiang Province and fresh Malaysian durians, which may affect the external validity of the findings.This research will help Chinese importers and fruit retailers identify factors that influence customers' PI for fresh Malaysian durians, enabling them to design targeted marketing campaigns, optimize product offerings and implement pricing strategies that align with customer perceived value to expand their revenue streams and practices to attract more customers.