Abstract: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 … Show more
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