Baba Nyonya Peranakan ethnic food: exploring the effect of media influence and curiosity on consumption intention of the youth generation

IF 3.5 Q2 BUSINESS
Muhammad Nur Amier Zanzaizman, Siti Nur Syazaratul Syafiqah Sheikh Mohamed Safri, Muhammad Safuan Abdul Latip
{"title":"Baba Nyonya Peranakan ethnic food: exploring the effect of media influence and curiosity on consumption intention of the youth generation","authors":"Muhammad Nur Amier Zanzaizman, Siti Nur Syazaratul Syafiqah Sheikh Mohamed Safri, Muhammad Safuan Abdul Latip","doi":"10.1108/yc-02-2023-1681","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThe purpose of this study is to identify the consumption intention of Baba Nyonya Peranakan ethnic food among the youth generation by examining the effect of media influence and curiosity.\n\n\nDesign/methodology/approach\nA causal study through the quantitative method is applied. This study focused on the youth generation, and a total of 219 valid responses were used for hypothesis testing using Statistical Package for Social Sciences and SmartPLS software. Purposive sampling, under non-probability sampling, was used. The data were collected through an online survey. The survey link was disseminated mainly on social media groups.\n\n\nFindings\nAll of the hypotheses were found to be statistically significant. Media influence was found to directly and indirectly influence the consumption intention of Baba Nyonya ethnic food through attitude and curiosity. The involved stakeholders could also be more alert and improve the strategic planning based on the research finding that can stimulate more interest among consumers, benefiting the national gastronomy heritage tourism development.\n\n\nOriginality/value\nThe integration of biculturalism is rooted in knowledge about food, media coverage about food and food for social events that influence the formation of national food identity. Baba Nyonya food brings a unique identity with mixed heritage and culture, combined ingredients and recipes between two majority races of Malay and Chinese. However, exposure to ethnic food is lacking and causes the youth generation to unaware and not interested to try ethnic food. This study initiates to examine the effect of media influence and curiosity as food promotion via social media potentially to influence and lead to increased consumption of ethnic food.\n","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.5000,"publicationDate":"2023-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Young Consumers","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/yc-02-2023-1681","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

Purpose The purpose of this study is to identify the consumption intention of Baba Nyonya Peranakan ethnic food among the youth generation by examining the effect of media influence and curiosity. Design/methodology/approach A causal study through the quantitative method is applied. This study focused on the youth generation, and a total of 219 valid responses were used for hypothesis testing using Statistical Package for Social Sciences and SmartPLS software. Purposive sampling, under non-probability sampling, was used. The data were collected through an online survey. The survey link was disseminated mainly on social media groups. Findings All of the hypotheses were found to be statistically significant. Media influence was found to directly and indirectly influence the consumption intention of Baba Nyonya ethnic food through attitude and curiosity. The involved stakeholders could also be more alert and improve the strategic planning based on the research finding that can stimulate more interest among consumers, benefiting the national gastronomy heritage tourism development. Originality/value The integration of biculturalism is rooted in knowledge about food, media coverage about food and food for social events that influence the formation of national food identity. Baba Nyonya food brings a unique identity with mixed heritage and culture, combined ingredients and recipes between two majority races of Malay and Chinese. However, exposure to ethnic food is lacking and causes the youth generation to unaware and not interested to try ethnic food. This study initiates to examine the effect of media influence and curiosity as food promotion via social media potentially to influence and lead to increased consumption of ethnic food.
巴巴娘惹土生华人民族食品:探讨媒体影响和好奇心对青年一代消费意愿的影响
目的本研究的目的是通过考察媒体影响和好奇心的影响,来确定巴巴娘惹民族食品在年轻一代中的消费意愿。设计/方法/方法通过定量方法进行因果研究。本研究以青年一代为研究对象,采用Statistical Package for Social Sciences和SmartPLS软件对219份有效问卷进行假设检验。采用非概率抽样下的目的抽样。这些数据是通过在线调查收集的。调查链接主要在社交媒体群上传播。研究结果所有的假设都具有统计学意义。我们发现媒体影响通过态度和好奇心直接和间接地影响巴巴娘崖民族食品的消费意愿。相关利益相关者也可以根据研究结果提高警惕,改进战略规划,从而激发消费者的兴趣,有利于民族美食遗产旅游的发展。创意/价值双文化主义的融合植根于对食物的了解、媒体对食物的报道以及影响国家食物认同形成的社会活动中的食物。妈祖娘惹食物带来了独特的身份,混合了传统和文化,结合了马来和华人这两个主要种族的食材和食谱。然而,对民族食品的接触不足,导致年轻一代对民族食品不了解,也不感兴趣。本研究首先考察媒体影响力和好奇心作为通过社交媒体进行的食品推广的潜在影响和导致民族食品消费增加的作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信