Food and Beverage (F&B) Consumption Behavior Changes During COVID-19 in the Taiwan’s Aging Society

IF 0.5 Q4 BUSINESS

International Journal of Business Pub Date : 2023-04-01 DOI:10.55802/ijb.028(2).006

C. Tsai, K. C. Wang

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引用次数: 0

Abstract

This study examines the relationships among perceived value, trust, electronic word of mouth (eWOM), and online purchasing intention to determine Food and Beverage (F&B) consumption behavior changes in Taiwan's aging society since the onset of COVID-19. The 305 valid online questionnaires received from people above the age of 55 who had prior online purchasing experience of F&B products in the past year in Taiwan have been obtained to implement data analysis through confirmatory factor analysis and structural equation model. The results reveal that eWOM positively affects trust, both eWOM and trust positively affect perceived value, and perceived value positively affects online purchasing intention. While eWOM and trust do not have a direct positive effect on online purchasing intention, perceived value has a mediation effect on the relationship between eWOM and online purchasing intention and the relationship between trust and online purchasing intention. Lastly, this study proposes pragmatic suggestions to merchants to better adapt to ever-changing consumer behavior. © 2023,International Journal of Business. All Rights Reserved.

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新冠肺炎对台湾高龄化社会饮食消费行为之影响

本研究探讨了自新冠肺炎爆发以来台湾老龄化社会中感知价值、信任、电子口碑（eWOM）和在线购买意愿之间的关系，以确定餐饮消费行为的变化。通过验证性因子分析和结构方程模型，对台湾55岁以上有餐饮产品网上采购经历的人群进行305份有效的网上问卷调查，进行数据分析。结果表明，口碑正向影响信任，口碑和信任都正向影响感知价值，感知价值正向影响在线购买意愿。虽然口碑和信任对在线购买意愿没有直接的正向影响，但感知价值对口碑和在线购买意愿之间的关系以及信任和在线购买意向之间的关系具有中介作用。最后，本研究为商家更好地适应不断变化的消费者行为提出了务实的建议。©2023，《国际商业杂志》。保留所有权利。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Business BUSINESS-

CiteScore

0.70

自引率

0.00%

发文量

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