Factors determining value and consumption of thai food: a structural model
2014
Tohtubtiang, K. | Anuntoavoranich, P.
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Bibliographic information
Pagination
p. 1383-1386
Language
English
Note
This study identified factors that affect Thai food value and consumer behavioral intentions (intentions to consume Thai food) by surveying 12 variables that influence Thai food value from 400 international and domestic Thai food customers. Utilizing the Analysis of Moment Structure (AMOS) as research tool, the results were used to analyze and create a Thai food value model. The authors developed Thai food value model (Model A), which consisted of 12
factors. However, the results had shown that Model A with 12 variables were not compatible with the empirical research; therefore, Model A was further developed into Model B, which
consisted of seven variables, namely taste, nutrition, storytelling, marketing, assurance, Thai food value and behaviors intentions. After the second analysis of the model, it shows that the IOCis Chi–square = 3.030, D.F. = 3 and P-Value = .387. Concluded from the study is that
the strongest variables in the order of influence on Thai Food value are nutrition, assurance,
storytelling and taste. Marketing is the least important. Variables in the order of direct effect on
Behavioral Intentions are taste, nutrition and Thai Food value. Variables with indirect effect are
taste, nutrition, storytelling, assurance and marketing, which is the least important variable that
affects Behavioral Intentions. Status: Non-Refereed. Source Identifier: oai:http://agris.upm.edu.my:0/15936; . setSpec: hdl_0_2;
Type
Journal Article; Journal Part
2021-06-15
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