A. Chiang, B. Schnettler, M. Mora, and M. Aguilera. 2018. Perceived quality and
satisfaction with sweet cherries (Prunus Avium L.) in China: Confirming relationships
through structural equations. Cien. Inv. Agr. 45(3): 210-219. In recent years, Chile has been
the Chinese market’s main supplier of fresh sweet cherries. The aim of this study was to develop
a relational model with two working hypotheses to model Chinese consumer satisfaction with
sweet cherries as a result of the quality perceived by intrinsic and extrinsic attributes. One hundred
and ninety-three buyers in the Sanyuanli Market in the Chaoyang District, Beijing, were surveyed
using closed-ended questions on a Likert scale. To develop a model that fulfilled the indicated
objective, an exploratory factor analysis and a subsequent system of structural equations were
used to confirm the relationships, presenting an adequate goodness-of-fit test to accept the model
according to the literature. Among the main results, it was determined that consumer satisfaction
with sweet cherries is explained by the perceived intrinsic quality, where medium size and color
are the determining attributes, and the product price, Chilean origin and delivery time explain
the perceived extrinsic quality (critical ratio of 2.937 and p-value of 0.003). Finally, the intrinsic
quality positively and significantly influences Chinese consumer satisfaction with sweet cherries,
in contrast to the results for perceived extrinsic quality, which are not statistically significant.