Abstract
The purpose of this research is to determine if positive anticipated emotions, food values, attitudes and subjective norms influence food purchase intention in two different models: a fast food restaurant and a food delivery service via mobile apps. For this study, we utilized a non-experimental, causal, descriptive and cross-sectional design. From October 2020 to January 2021, self-administered online surveys were distributed to a convenience sample of 200 fast-food consumers at restaurants, and users of food delivery services via mobile apps Puebla City, Mexico. IBM–SPSS Statistics and the SmartPLS 3 Partial Least Squares Structural Equation Modeling were used to test our hypotheses. The results underscored a difference in attitudes between the models. The attitude toward the brand positively and significantly influenced purchase intention via mobile apps, whereas attitude toward eating a hamburger positively and significantly influenced purchase intention of visiting a fast-food restaurant. In both models, positive anticipated emotions exhibited the closest relationships with purchase intention, attitude toward the brand and attitude toward eating a hamburger, whereas food values exerted an insignificant effect on attitudes and purchase intention. Future research should consider performing a face-to-face survey with a random sample while accounting for different demographics, regions and countries, as well as including other brands, food types and restaurants.
Highlights
The tourism sector in general, and restaurants in particular, are especially vulnerable to disease outbreaks, which can threaten firms’ financial viability and impose great burdens on workers [1]
This study aims to examine the influence of: (i) food values and positive anticipated emotions on consumers’ attitudes and subjective norms; (ii) both attitudes to purchase intention; and (iii) subjective norms on purchase intention
The paper proceeds as follows: we review the previous literature on food values, positive anticipated emotions, attitudes and subjective norms on purchase intention; after that step, we delineate the research hypotheses and define the empirical methodology used to test said hypotheses; and in the final section, we describe the main findings and highlight some implications for theory and management
Summary
The tourism sector in general, and restaurants in particular, are especially vulnerable to disease outbreaks, which can threaten firms’ financial viability and impose great burdens on workers [1]. Some food and beverage establishments were able to continue operating by adopting food delivery services [8] Against this background, the present research seeks to determine the factors that positively and significantly influence consumers’ food purchasing during the COVID-19 pandemic under two situations: whether people (1) are eating at a fast-food restaurant and (2) are using a food delivery service via mobile apps. The present research seeks to determine the factors that positively and significantly influence consumers’ food purchasing during the COVID-19 pandemic under two situations: whether people (1) are eating at a fast-food restaurant and (2) are using a food delivery service via mobile apps To this end, we followed several studies and emphasized purchase intention as an important factor [9,10,11].
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