Citation

Islam, Md. Tariqul and Hossain, Mohammad Imtiaz and Saleh, Rakib Ahmed and Kumar, Jeetesh and Konar, Rupam (2024) Facebook Reviews and Consumers’ Food Purchase Behaviour in Cloud Kitchens: The Moderating Role of Product Knowledge. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 13 (1). pp. 127-146. ISSN 2289-1471

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Abstract

A cloud kitchen is an innovative concept involving a virtual commercial restaurant that operates exclusively for delivery orders, without any physical dining area for food preparation. Usually, cloud kitchen businesses promote their products and stay connected with their consumers through the Facebook platform. This study investigates the influence of Facebook reviews on Bangladeshi consumers’ food purchase behaviour in cloud kitchens. This quantitative study surveyed 377 Bangladeshi consumers who are Facebook users and have experience purchasing food from cloud kitchens. The findings reveal that the quality, credibility, quantity, and valence of Facebook reviews are significantly associated with the consumers’ food purchase intention, leading to actual purchases from cloud kitchens. Interestingly, product knowledge does not moderate the relationship between consumers’ purchase intention and purchase behaviour. The present study contributes to the research discipline of hospitality and marketing, mainly social media marketing and unique cloud kitchen concepts in the context of developing countries

Item Type:	Article
Uncontrolled Keywords:	Facebook
Subjects:	H Social Sciences > HM Sociology > HM711-806 Groups and organizations
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	02 Oct 2024 03:21
Last Modified:	02 Oct 2024 03:21
URII:	http://shdl.mmu.edu.my/id/eprint/13055

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