Title: Strategic relationships of consumers' learning with purchase-intention through satisfaction and attitude

Authors: Saroj Kumar Sahoo; Sandhyarani Sahoo; Laxmikant Pattnaik

Addresses: Department of Business Administration, Sambalpur University, 768019, Burla, Odisha, India ' G.M. University, Sambalpur, 768004, Odisha, India ' Department of Business Administration, Sambalpur University, 768019, Burla, Odisha, India

Abstract: This study is undertaken having the main purpose of testing the structural relationship of consumers' learning, satisfaction, and attitude with 'purchase intention' after confirming their constructs. This study followed experimental research design along sample size of 589. After confirming the constructs of learning, satisfaction, and attitude through CFA, their structural relationship with 'purchase intention' as target construct is tested by SEM. Major findings of this study refer to the fact that shoppers' purchase intention is the ultimate consequence of their learning, satisfaction, and attitude as serial mediators. The novelty of this study refers to the simultaneous and serial effects of learning, satisfaction, and attitude on the purchase intention with the moderation of demographic variables. Implications of this study say that the retailers can make the target consumers learn in the way of their satisfaction, positive attitude and intention towards the brands and services.

Keywords: learning; satisfaction; attitude; intention; retail; mediation; moderation; SEM.

DOI: 10.1504/IJIL.2024.140872

International Journal of Innovation and Learning, 2024 Vol.36 No.3, pp.311 - 332

Received: 18 Aug 2023
Accepted: 04 Oct 2023
Published online: 03 Sep 2024 *

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