Publication: Consumers’ Perceived Risk And Perceived Benefit On Attitude And Intention To Re-Purchase From Food Truck Operators
Loading...
Date
2022-07
Authors
Loh, Zeyen
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
ABSTRACT This study aimed to investigate consumers’ re-purchase intention towards food truck products based on their perceived risks and perceived benefits within the context of Malaysia. The food truck industry has been expanding recently as consumers have begun to explore alternatives for convenient food that is not only cheaper in value but also enables them to experience fun and pleasurable emotions, such as when purchasing food from a food truck. However, it is noted that there are several risks and concerns related to this industry, notably in terms of food safety and environmental risks. Considering that there are not many studies on this topic, particularly in Asian countries, this research aimed to look into this matter based on risk and benefit perceptions. This study adapted the Theory of Planned Behaviour (TPB), where perceived risks (food safety risk and environmental risk) and perceived benefits (price value, convenience value, hedonic value) were introduced as independent variables. This study also investigated the mediating effect of consumer attitude on the relationship between perceived risks and benefits and re-purchase intention. A cross-sectional online survey was conducted through Facebook Messenger, WhatsApp, and Instagram on respondents with prior experience in the purchase of food truck products. The Statistical Package for the Social Sciences (SPSS) and Partial Least Squares Structural Equation Modelling (PLS-SEM) using the SmartPLS software was employed to analyse the data.