Consumers’ Online Restaurant Food Purchase Intention: Mixed-Methods Analysis of Multiple Mediators Role

Citation

Rahman, Muhammad Sabbir and Hussain, Bashir and Hussain, Mehdi and Hassan, Hasliza (2020) Consumers’ Online Restaurant Food Purchase Intention: Mixed-Methods Analysis of Multiple Mediators Role. Journal of International Food & Agribusiness Marketing. pp. 1-26. ISSN 0897-4438

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Abstract

The purpose of this study is to investigate the inter-dynamics of young consumers’ information use, information adoption, motivation, and restaurant food purchase intention in an online environment. The study applied a mixed-method research design comprising of 20 in-depth interviews and 250surveys among the young consumers. After the scale validation process through confirmatory factor analysis, structural equation modeling was applied to test the proposed model. This research carries empirical and theoretical implications by showing the dynamics of interrelationships between information adoption and online shopping motivation that mediate the relationships between information use and online food purchase intention.

Item Type: Article
Uncontrolled Keywords: Consumer behavior, Argument quality, information adoption, information use, mixed-method, online food purchase intention, online shopping motivation, source credibility
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Management (FOM)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 14 Dec 2020 10:24
Last Modified: 29 Dec 2020 07:04
URII: http://shdl.mmu.edu.my/id/eprint/7837

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