2021
DOI: 10.3390/su132212857
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Comparing Models with Positive Anticipated Emotions, Food Values, Attitudes and Subjective Norms as Influential Factors in Fast-Food Purchase Intention during the COVID-19 Pandemic in Two Channels: Restaurants and Mobile Apps

Abstract: The purpose of this research is to determine if positive anticipated emotions, food values, attitudes and subjective norms influence food purchase intention in two different models: a fast food restaurant and a food delivery service via mobile apps. For this study, we utilized a non-experimental, causal, descriptive and cross-sectional design. From October 2020 to January 2021, self-administered online surveys were distributed to a convenience sample of 200 fast-food consumers at restaurants, and users of food… Show more

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Cited by 12 publications
(9 citation statements)
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“…However, this contradicts Chen and Huang and Shin et al, who concluded that perceived behavioral control could positively affect purchasing intention [41,44]. The possible reason is that under the normalization of the new coronavirus epidemic, even if the interviewees clearly understand the surrounding environment and their protection capabilities, their emotions are not the same as the anxiety and panic at the epidemic's beginning [45]. Hence, the predictive and explanatory power of the dependent variable is insufficient.…”
Section: Discussionmentioning
confidence: 92%
“…However, this contradicts Chen and Huang and Shin et al, who concluded that perceived behavioral control could positively affect purchasing intention [41,44]. The possible reason is that under the normalization of the new coronavirus epidemic, even if the interviewees clearly understand the surrounding environment and their protection capabilities, their emotions are not the same as the anxiety and panic at the epidemic's beginning [45]. Hence, the predictive and explanatory power of the dependent variable is insufficient.…”
Section: Discussionmentioning
confidence: 92%
“…In the context of COVID-19, some authors have suggested that Subjective Norms have been affected by the social pressure of this global health crisis, increasing the intention of environmentally responsible behavior [ 62 , 68 ]. Furthermore, there is evidence that Subjective Norms affect purchasing intention during the COVID-19 pandemic through mobile apps [ 69 ]. For example, Zebardast and Radaei [ 20 ] reported that the pandemic had raised consumers’ knowledge of their environments, affecting individuals’ Subjective Norms an improving pro-environmental social behavior.…”
Section: Theoretical Backgroundmentioning
confidence: 99%
“…To satisfy the needs identified, consumers make specific purchasing decisions, exhibiting certain behaviours in this process, which determine not only the manner in which they function, but also the way in which entire households operate (Cruz-C ardenas et al, 2021; Ellison et al, 2021;N uñez-Fern andez et al, 2021;Wang, 2022). Their decisions affect the environment in which they live, whereas changes in purchasers' behaviours are the most powerful factor in determining the operations of contemporary enterprises and this has a bearing on their marketing strategies (Sp a cil and Teichmannov a, 2016; Czarniecka-Skubina et al, 2021).…”
Section: Contemporary Consumers' Behavioursmentioning
confidence: 99%