Bon appetit! Factors influencing consumers’ repurchase intention at food trucks in Malaysia

Abstract

ABSTRACT Despite many issues in food truck services, customers still enjoy food at food trucks. The study aimed to identify factors influencing repurchase intention at food trucks (FT), while using food quality and experience as stimuli, cognitive fluency, hedonic eating value, and food truck image as mediators and repurchase intention as organism within the S-O-R framework. Applying a snowball sampling method, data were gathered via an online survey. Out of 324 completed answers, only 307 were usable for further analysis. Partial least squares structural equation modeling with SmartPLS 4 was applied to analyze the data. The findings confirmed that cognitive fluency, hedonic eating value and food truck image positively influenced consumers’ repurchase intention. Furthermore, cognitive fluency, hedonic eating value, and food truck image also mediated the relationship between food quality and experience to repurchase intention. The findings of the study provide meaningful information for the FT providers to craft a better policy and marketing strategy on how to enhance repurchase intention among their current customers, which will lead to their business sustainability. The study proposed a new S-O-R model while using cognitive fluency as organism and as mediator, which is novel for studies where the S-O-R model was used.