Determinants of satisfaction with imported Asian pears in the US: moderating role of Korea's country image

Purpose: This study aimed to investigate the effects of accessibility, quality perception, and price perception on consumer satisfaction with imported fruit, specifically imported Asian pears. The moderating role of the country image was also assessed. Design/methodology/approach: A total of 413 Americans aged over 19 years who had purchased imported Asian pears were surveyed through an online questionnaire. Structural equation modeling and multiple group analysis were conducted to test the hypotheses. Findings: Accessibility, quality perception, and price perception exhibited a significant impact on consumer satisfaction with imported Asian pears and influenced behavioral intention through satisfaction. Multiple group analysis results revealed a moderating effect of the country image on these relationships. Accessibility had a significant impact on consumer satisfaction of consumers with a high country image of Korea, whereas prices had no significant impact on them. In contrast, price was determined as a key satisfaction factor for consumers with a low country image of Korea, whereas accessibility did not have a significant impact. Originality/value: This study contributes to the literature on imported fruits and provides practical implications for promoting the consumption of imported Asian pears in the US.