Abstract
The study proposes a model that integrates Theory of Resonated Action
(TRA) and Innovation Diffusion Theory (IDT) into a framework with the
component of perceived risk in order to investigate the factors that influence
consumers’ adoption intention towards retail own-brands. This study uses a
quantitative technique for collecting primary data via a structured
questionnaire. A total of 260 questionnaires were distributed, of which 254
effective questionnaires were returned for data analysis. This study applied
partial least squares to test the hypotheses and analyze the data. The findings
indicated that attitude and subjective norms towards retail own-brands
significantly affect their purchase intention, but perceived risk negatively
affects purchase intention. The study proposes a model that integrates TRA
and IDT into a fundamental framework with the component of perceived risk
in order to investigate the features that influence consumers’ adoption
intention towards retail own-brands. Specifically, TRA aims to explore
consumers’ intended behavior towards the adoption of retail own-brands,
IDT aims to measure attitude towards the adoption of retail own-brands, and
perceived risk is considered to examine its relationship with purchase
intention.The study proposes a model that integrates Theory of Resonated Action
(TRA) and Innovation Diffusion Theory (IDT) into a framework with the
component of perceived risk in order to investigate the factors that influence
consumers’ adoption intention towards retail own-brands. This study uses a
quantitative technique for collecting primary data via a structured
questionnaire. A total of 260 questionnaires were distributed, of which 254
effective questionnaires were returned for data analysis. This study applied
partial least squares to test the hypotheses and analyze the data. The findings
indicated that attitude and subjective norms towards retail own-brands
significantly affect their purchase intention, but perceived risk negatively
affects purchase intention. The study proposes a model that integrates TRA
and IDT into a fundamental framework with the component of perceived risk
in order to investigate the features that influence consumers’ adoption
intention towards retail own-brands. Specifically, TRA aims to explore
consumers’ intended behavior towards the adoption of retail own-brands,
IDT aims to measure attitude towards the adoption of retail own-brands, and
perceived risk is considered to examine its relationship with purchase
intention.
