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Consumer Perceived Value in Understanding Herbal Medicine Consumption: A Conceptual Model

Author

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  • Tam, Adeline Y. L.
  • Baharun, Rohaizat
  • Sulaiman, Zuraidah

Abstract

Introduction: Facing extensive competition, the marketers and producers of herbal medicine products (HMP) should pay more concern to maintaining repeat purchases and keeping customers loyal with their products.&Purpose: This study aims to (1) propose the dimensions of consumer perceived value (CPV) for HMP; and (2) propose a conceptual framework to test CPV influences on consumption behavior, repurchase intention and customer loyalty.&Methodology: The value dimensions of HMP included functional value (price), functional value (quality), social value, emotional value (feeling), and conditional value (holistic treatment value).& CPV was proposed as an antecedent of repurchase intention and customer loyalty.&Implications:& A conceptual framework with a second-order multi-dimensional CPV as the antecedent of repurchase intention and customer loyalty was proposed.& This article proposed a conceptual framework to analyze the influence of value dimensions on HMP.& This could provide useful theoretical insights into the values perceived in HMP consumption behavior.

Suggested Citation

  • Tam, Adeline Y. L. & Baharun, Rohaizat & Sulaiman, Zuraidah, 2019. "Consumer Perceived Value in Understanding Herbal Medicine Consumption: A Conceptual Model," Journal of Business and Social Review in Emerging Economies, CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan, vol. 5(1), pages 9-18, June.
    • Handle: RePEc:src:jbsree:v:5:y:2019:i:1:p:9-18
    DOI: http://doi.org/10.26710/jbsee.v5i1.614
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