Impact of Food Hygiene on Purchase Intentions and its Mechanism in Bangkok Street Food under the Influence of COVID-19
Main Article Content
Abstract
This research examined the impact of the food hygiene perception of street food customers on their purchase intentions and its mechanism driven by their trust and perceived risk under the influence of the COVID-19 pandemic. Cross-sectional data collected from 571 street food customers in Bangkok were computed using partial least squares structural equation modeling (PLS-SEM). The results revealed a significant positive and direct influence of perceived food hygiene on customer purchase intentions (β=0.211; p<0.001). It also drove customer trust (β=0.726; p<0.001) and reduced perceived risk (β=-0.215; p<0.001). Customer trust was found to have a positive impact on purchase intentions (β=0.366; p<0.001), while perceived risk was negatively associated with purchase intentions (β=-0.264; p<0.001). In addition, the results confirmed a negative impact of customer trust on perceived risk (β=-0.371; p<0.001). Therefore, Sobel’s test results demonstrated partial positive moderations of customer trust (t= 8.211; p<0.001) and perceived risk (t= 4.066; p<0.001) between perceived food hygiene and purchase intentions. Finally, perceived was also found to partially and positively mediate between customer trust and purchase intentions (t= 5.289; p<0.001). This study provided novel and additional knowledge and evidence in the literature. It can also be applied as a guideline for street food operators and relevant governmental agents to raise the standard of street food sustainably under the influence of the COVID-19 pandemic.
Keywords:
Perceived hygiene, customer purchase intentions, customer trust, perceived risk, street food
Article Details
How to Cite
RATASUK, Akaraphun.
Impact of Food Hygiene on Purchase Intentions and its Mechanism in Bangkok Street Food under the Influence of COVID-19.
Medical Research Archives, [S.l.], v. 11, n. 8, aug. 2023.
ISSN 2375-1924.
Available at: <https://esmed.org/MRA/mra/article/view/4263>. Date accessed: 04 dec. 2024.
doi: https://doi.org/10.18103/mra.v11i8.4263.
Section
Research Articles
The Medical Research Archives grants authors the right to publish and reproduce the unrevised contribution in whole or in part at any time and in any form for any scholarly non-commercial purpose with the condition that all publications of the contribution include a full citation to the journal as published by the Medical Research Archives.
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3. Ratasuk A, Gajesanand S. Does Food Safety Build Customer Trust? The Mediating Role of Perceived Risk in Food Delivery Service in Bangkok during the COVID-19 Pandemic. Asia Social Issues. 2023;16(2):e253719-e253719.
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6. KasikornResearchCenter. Full service restaurant business in 2022, back to life thanks to relaxation of lockdown measures. KasikornResearchCenter; 2021. https://www.kasikornresearch.com/en/analysis/k-social-media/Pages/Restaurant-FB-24-11-21.aspx
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8. Statista. Restaurant and food service industry in Thailand - statistics & facts. 11/01/2023. Accessed 26/04/2023. https://www.statista.com/topics/6734/restaurant-and-food-service-industry-in-thailand/
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10. Ratasuk A, Charoensukmongkol P. The role of team trust and team conflict on innovative performance of multicultural teams in the restaurant. Thammasat Review. 2019;22(2):1-18.
11. Ratasuk A, Charoensukmongkol P. Does cultural intelligence promote cross-cultural teams' knowledge sharing and innovation in the restaurant business? Asia-Pacific Journal of Business Administration. 2020;12(2):183-203.
12. Winarno FG, Allain A. Street foods in developing countries: lessons from Asia. Food, nutrition and agriculture. 1991;1(1):11-18.
13. Letuka Po, Nkhebenyane J, Thekisoe O. Street food handlers' food safety knowledge, attitudes and self-reported practices and consumers' perceptions about street food vending in Maseru, Lesotho. British Food Journal. 2021;123(13):302-316.
14. Soon JM. Rapid Food Hygiene Inspection Tool (RFHiT) to assess hygiene conformance index (CI) of street food vendors. LWT. 2019;113:108304.
15. Esposito F, Boccuzzi M, Riad A, et al. Airborne contamination during a full-mouth disinfection session: Pilot study before COVID-19 pandemic. 2021;
16. Okojie PW, Isah EC. Food hygiene knowledge and practices of street food vendors in Benin City, Nigeria. International Journal of Consumer Studies. 2019;43(6):528-535.
17. Frempong CS, Charles-Unadike VO, Anaman-Torgbor JA, Tarkang EE. Correlates of intention to practice good food hygiene among street food-vendors in Kadjebi District, Ghana. International Journal of Health Promotion and Education. 2022:1-13.
18. Cook KS, Cheshire C, Rice ER, Nakagawa S. Social exchange theory. Handbook of social psychology. 2013:61-88.
19. Shiau W-L, Luo MM. Factors affecting online group buying intention and satisfaction: A social exchange theory perspective. Computers in Human Behavior. 2012;28(6):2431-2444.
20. Xu S, Wang Y-C, Ma E. A workplace-driven model on the formation of OCB-C: perspectives of social exchange theory and agency theory. International Journal of Contemporary Hospitality Management. 2022;34(7):2684-2703.
21. Romani-Dias M, Carneiro J. Internationalization in higher education: faculty tradeoffs under the social exchange theory. International Journal of Educational Management. 2020;34(3):461-476.
22. Ratasuk A. The impact of the no-plastic-bag campaign on customer repurchase intentions and its mechanism in the modern trade business in Bangkok. Asia Social Issues. 2022;15(2):251631-251631.
23. Ratasuk A, Gajesanand S. Factors influencing brand image and customer repurchase intention: The case of coffee chain shops located in gas service stations in Bangkok. University of the Thai Chamber of Commerce Journal Humanities and Social Sciences. 2020;40(3):171-188.
24. Kotler P. Kotler on marketing. Simon and Schuster; 2012.
25. Karimi S, Papamichail KN, Holland CP. The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour. Decision Support Systems. 2015;77:137-147.
26. Kaufmann L, Gaeckler J. On the relationship between purchasing integration and purchasing decision-making speed. International Journal of Physical Distribution & Logistics Management. 2015;
27. Ratasuk A. Identifying online opinion leaders and their contributions in customer decision-making process: A case of the car industry in Thailand. APHEIT International Journal. 2019;8(1):37-60.
28. Song H, Ruan WJ, Jeon YJJ. An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models. International Journal of Hospitality Management. 2021;95:102943.
29. Lin X, Featherman M, Brooks SL, Hajli N. Exploring gender differences in online consumer purchase decision making: An online product presentation perspective. Information Systems Frontiers. 2019;21:1187-1201.
30. Chen A, Lu Y, Wang B. Customers’ purchase decision-making process in social commerce: A social learning perspective. International Journal of Information Management. 2017;37(6):627-638.
31. Han H, Ryu K. The theory of repurchase decision-making (TRD): Identifying the critical factors in the post-purchase decision-making process. International Journal of Hospitality Management. 2012;31(3):786-797.
32. Morrison DG. Purchase intentions and purchase behavior. Journal of marketing. 1979;43(2):65-74.
33. Morwitz VG, Steckel JH, Gupta A. When do purchase intentions predict sales? International Journal of Forecasting. 2007;23(3):347-364.
34. Mateen Khan M. Celebrity endorsement and purchase intention: The role of perceived quality and brand loyalty. Khan, MM, Memon, Z, & Kumar, S,(2019) Celebrity Endorsement and Purchase Intention: The Role of Perceived Quality and Brand Loyalty Market Forces. 2019;14(2):99-120.
35. Chetioui Y, Benlafqih H, Lebdaoui H. How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management: An International Journal. 2020;24(3):361-380.
36. Panda TK, Kumar A, Jakhar S, et al. Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism. Journal of Cleaner production. 2020;243:118575.
37. Peña-García N, Gil-Saura I, Rodríguez-Orejuela A, Siqueira-Junior JR. Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon. 2020;6(6):e04284.
38. Dash G, Kiefer K, Paul J. Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of business research. 2021;122:608-620.
39. Dwidienawati D, Tjahjana D, Abdinagoro SB, Gandasari D. Customer review or influencer endorsement: which one influences purchase intention more? Heliyon. 2020;6(11):e05543.
40. Leninkumar V. The relationship between customer satisfaction and customer trust on customer loyalty. International Journal of Academic Research in Business and Social Sciences. 2017;7(4):450-465.
41. Ye S, Ying T, Zhou L, Wang T. Enhancing customer trust in peer-to-peer accommodation: A “soft” strategy via social presence. International Journal of Hospitality Management. 2019;79:1-10.
42. Jalilvand MR, Vosta LN, Mahyari HK, Pool JK. Social responsibility influence on customer trust in hotels: mediating effects of reputation and word-of-mouth. Tourism Review. 2017;
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