Tastes on Wheels: Exploring Consumer Value Perceptions, Enjoyment and Choice Behavior in the Food Truck Market
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Abstract
This study examines how the Theory of Consumption Values (TCV) influences consumer enjoyment and choice behavior in the food truck market. The research adapts a comprehensive TCV framework that includes emotional, epistemic, health, taste, price, and interaction values. A structural model analysis using consistent Partial Least Squares was conducted, followed by Importance-Performance Map Analysis (IPMA) to identify key value drivers. Findings reveal that taste, interaction, and emotional values, significantly impact enjoyment, with taste value emerging as the strongest predictor. While emotional, price, and epistemic values show high performance but lower importance, health value is deemed less important and underperforms. The study highlights the importance of enhancing interaction value to improve consumer experiences. The results provide actionable insights for food truck operators to enhance customer enjoyment and choice behavior.