FACTORS INFLUENCING PURCHASE INTENTION TOWARD ONLINE FOOD DELIVERY SERVICE: A CASE STUDY OF EXPERIENCED CONSUMERS IN HUNAN PROVINCE, CHINA
Abstract
The purpose of this research was to identify the factor influence online food delivery service purchasing intention who live in Hunan province, China. The variables that had been used in this study framework were Price value, Health consciousness, Food safety concern, Prestige value, Affordances value and Visibility. The questionnaire was conducted and selected from 200 respondents in Hunan province by using the non-probability sampling method as purposive sampling. The Multiple Linear Regression was applied for hypothesis testing. The result revealed that Food Safety Concern (β = 0.31, p=.02). was the most influence factor toward consumers’ purchasing intention of online food delivery service. Thus, it showed that Food Safety Concern towards online food delivery service was the most important in determining online food delivery service of Hunan province consumers. The finding suggested that by enhancing the consumer purchasing intentions, the online food delivery service owners should rather focus on Food Safety Concern factor.
References
Anater, A.S., Mcwilliams, R., & Latkin, C.A. (2011). Food Acquisition Practices Used by Food-Insecure. Individuals When They Are Concerned About Having Sufficient Food For Themselves And Their Households. Journal of Hunger and Environmental Nutrition, Vol. 6 No. 1, pp. 27-44, doi: 10.1080/ 19320248.2011.549368.
Arvanitoyannis, I. S., Krystallis, A., & Krystallis, A. (2004). Health And Environmental Consciousness, Journal of International Food & Agribusiness Marketing. Vol. 15 Nos 1-2, pp. 93-136.
Ashton, A.S. (2015). Developing a tourist destination Brand value: the stakeholders’ perspective. Tourism. Planning and Development, available at: https://doi.org/10.1080/21568316.2015.1013565
China Internet network development state statistics report (CNNIC) （2019）cac.gov.cn. http://www.cac.gov.cn/2019-08/30/c_1124938750.htm
Choe, J.Y., & Kim, S. (2018). Effects of tourists’ local food consumption value on attitude, food. destination image, and behavioral intention. International Journal of Hospitality Management, Vol. 71, available at: https://doi.org/10.1016/j.ijhm.2017.11.007
Fernández-Guzmán, V., & Bravo, E. R. (2018). Understanding Continuance Usage Of Natural Gas: A. Theoretical Model And Empirical Evaluation. Energies, 11(8), 1–17. https://doi.org/10.3390/ en11072019
Felix, R., & Braunsberger, K. (2016). I believe therefore I care: the relationship between religiosity, environmental attitudes, and green product purchase in Mexico. International Marketing Review, Vol. 33 No. 1, pp. 137-155.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behaviour: An Introduction to Theory. and Research, Boston: Addison Wesley.
Frewer, L. (2000). Risk Perception And Risk Communication About Food Safety Issues. Nutrition. Bulletin, Vol. 25 No. 1, pp. 31-33, doi: 10.1046/j.1467-3010.2000.00015.x.
Gomez, M., Imhoff, B., Martín-Consuegra, D., Molina, A., & Santos-Vijande, M.L. (2018). Language. tourism: the drivers that determine destination choice intention among U.S. students. Tourism Management Perspectives, Vol. 27Available at: https://doi.org/10.1016/j.tmp.2018.06.001
Hirsch, F. (2013). Social Limits to Growth. Harvard University Press.
Hur, W.M., Yoo, J.J., & Chung, T.L. (2012). The consumption values and consumer innovativeness on convergence products. Industrial Management and Data Systems, available at: https://doi.org/10.1108/ 02635571211232271
Jayanti, R. A., & Burns, A. C. (1998). The Antecedents of Preventive Health Care Behavior: An Empirical. Study. Journal of the Academy of Marketing Science, Vol. 26 No. 1, pp. 6-15.
Johnson, V.L., Kiser, A., Washington, R., & Torres, R. (2018). Limitations to the rapid adoption of m- payment services: understanding the impact of privacy risk on m-payment service. Computers in Human Behavior, Vol. 79, available at: https://doi.org/10.1016/j.chb.2017.10.035
Johnston, R., Jones, K., & Manley, D. (2018). Confounding and collinearity in regression analysis: a. cautionary tale and an alternative procedure, illustrated by studies of British voting behaviour. Qual Quant, 52(4), 1957-1976. doi:10.1007/s11135-017-0584-6
Kaur, P., Dhir, A., Talwar, S., & Ghuman, K. (2021). The value proposition of food delivery apps from. the perspective of theory of consumption value. International Journal of Contemporary Hospitality Management.
Kim, H.Y., & Chung, J. E. (2011). Consumer Purchase Intention for Organic Personal Care Products. Journal of Consumer Marketing, Vol. 28 No. 1, pp. 40-47.
Mai, R., & Hoffmann, S. (2012). Taste Lovers Versus Nutrition Fact Seekers: How Health Consciousness. and Self-Efficacy Determine The Way Consumers Choose Food Products. Journal of Consumer Behaviour, Vol. 11 No. 4, pp. 316-328.
Michaelidou, N., & Hassan, L.M. (2008). The role of health consciousness, food safety concern and. ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies, Vol. 32 No. 2, pp. 163-170, doi: 10.1111/j.1470-6431.2007.00619.x.
Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer. satisfaction and behavioral intentions. Journal of Hospitality & Tourism Research, Vol. 31 No. 3, pp. 387-409, doi: 10.1177/1096348007299924.
Urala, N., & Lähteenmäki, L. (2007). Consumers’ changing attitudes towards functional food. Food. Quality and Preference, Vol. 18 No. 1, pp. 1-12.
Steptoe, A., Pollard, T.M., & Wardle, J. (1995). Development of a measure of the motives underlying the. selection of food: the food choice questionnaire. Appetite, Vol. 25 No. 3, pp. 267-284.
Suhartanto, D., Chen, B.T., Mohi, Z., &Sosianika, A. (2018). Exploring loyalty to specialty foods among. tourists and residents. British Food Journal, Vol. 120 No. 5, pp. 1120-1131, doi: 10.1108/BFJ-09-2017-0485.
Teng, L. (2009). A comparison of two types of price discounts in shifting consumers’ attitude and. purchase intentions. Journal of Business Research, Vol. 62 No. 1, pp. 14- 21.
Thomé, K.M., Pinho, G.M., & Hoppe, A. (2019). Consumption values and physical activities: consumers’.healthy eating choices. British Food Journal, Vol. 121 No. 2, available at: https://doi. org/10.1108/BFJ-12-2017-0683
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178.
Wong, K.H., Chang, H.H., & Yeh, C.H. (2019). The effects of consumption values and relational benefits. on smartphone Brand switching behavior. Information Technology and People, Vol. 32 No. 1, available at: https://doi.org/10.1108/ITP-02-2018-0064
Zanoli, R., & Naspetti, S. (2002). Consumer motivations in the purchase of organic food: a means-end. approach. British Food Journal, Vol. 104 No. 8, pp. 643-653, doi: 10.1108/00070700210425930.
Zolkepli, I.A. (2016). Domination of mobile apps market: the effect of apps value on apps rating and. apps costs in determining adoption. Proceedings of Penang International Symposium on Advanced in Social Sciences and Humanities, Royale Bintang, Penang
