The Theoretical Foundation and Empirical Test of Chinese Consumers' Purchase Intention of Pre-made Food: An Extended TPB Model from the Perspective of Consumer Innovativeness

서지정보

· 발행기관 : 사회혁신기업연구원
· 수록지 정보 : 혁신기업연구 / 9권 / 1호 / 165 ~ 186페이지
· 저자명 : Hao-Jie Jiang, Chi Gong, Shuai Jiang

초록

Owing to the impact of the COVID-19 pandemic, the pre-made food industry in China has entered a rapid growth phase, gaining increasing favor from consumers. This study aims to explore the factors influencing Chinese consumers' purchase of pre-made food. We employed the Theory of Planned Behavior (TPB) and consumer innovativeness to construct a structural equation model. This quantitative study gathered 293 valid data points through non-probability sampling online surveys and employed SPSS 27.0 and AMOS 26.0 for model validation. Results reveal that consumers' instrumental and affective attitudes significantly positively influence purchase intention.
Descriptive norms also exert a significant positive impact on purchase intention, while injunctive norms do not show a significant effect. Consumers' self-control and external conditions both have significant positive influences on purchase intention and behavior. Purchase intention significantly affects purchase behavior and mediates effects in self-control and external conditions. Consumer innovativeness plays a significant moderating role between purchase intention and behavior. To enhance product design and promotion, it is imperative to increase attractiveness to consumers. Suggestions for further research are presented.

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