Imtiyaz Hena, Soni Peeyush, Yukongdi Vimolwan
School of Environment, Resource and Development, Asian Institute of Technology, P.O. Box 4, Klong Luang, Pathumthani, Bangkok 12120, Thailand.
Agricultural and Food Engineering Department, Indian Institute of Technology Kharagpur, Kharagpur 721302, India.
Foods. 2021 Jan 24;10(2):237. doi: 10.3390/foods10020237.
Despite impressive market growth, increasing demand and economic importance of convenience food in emerging economies such as India, comprehensive research regarding the role of psychological and social determinants on convenience food choice is lacking. Therefore, this research aims to investigate the influence of convenience orientation, social status, moral attitude, mood, spiritual concern, religious beliefs and ethical values on purchase intention and consumption of convenience food. The non-probability purposive sampling method was adopted for recruitment of participants. A pre-tested questionnaire was used to collect data from 501 consumers. The descriptive statistics, confirmatory factor analysis and structural equation modeling were carried out to analyse the data. The factor loading, Cronbach's alpha, composite reliability, average variance extracted, and correlations demonstrated good internal consistency and reliability of scale items as well as convergent and discriminant validity of the constructs. The model fit indices revealed that measurement and structural models fitted well with data. The path analysis of the structural model demonstrated that convenience orientation (β = 0.789 ***, = 32.462), moral attitude (β = 0.594 ***, = 20.984), mood (β = 0.586 ***, = 18.683), spiritual concern (β = 0.145 ***, = 3.23), religious beliefs (β = 0.451 ***, = 14.787) and ethical values (β = 0.497 , = 16.678) were positively related with purchase intention and consumption of convenience food ( Significant at ≤ 0.01). The path analysis of structural model also indicated that social status was not linked with purchase intention and consumption of convenience food. The convenience orientation was the key determinant influencing purchase intention and consumption of convenience food.
尽管方便食品在印度等新兴经济体中市场增长显著、需求不断增加且具有重要经济意义，但关于心理和社会决定因素对方便食品选择的作用的全面研究仍很缺乏。因此，本研究旨在调查便利取向、社会地位、道德态度、情绪、精神关怀、宗教信仰和道德价值观对方便食品购买意愿和消费的影响。采用非概率立意抽样方法招募参与者。使用一份经过预测试的问卷从501名消费者那里收集数据。进行描述性统计、验证性因子分析和结构方程建模以分析数据。因子载荷、克朗巴哈系数、组合信度、平均方差抽取量和相关性表明量表项目具有良好的内部一致性和信度，以及各构念的收敛效度和区分效度。模型拟合指数显示测量模型和结构模型与数据拟合良好。结构模型的路径分析表明，便利取向（β = 0.789 ***，p = 32.462）、道德态度（β = 0.594 ***，p = 20.984）、情绪（β = 0.586 ***，p = 18.683）、精神关怀（β = 0.145 ***，p = 3.23）、宗教信仰（β = 0.451 ***，p = 14.787）和道德价值观（β = 0.497 ，p = 16.678）与方便食品的购买意愿和消费呈正相关（ p≤0.01时显著）。结构模型的路径分析还表明，社会地位与方便食品的购买意愿和消费没有关联。便利取向是影响方便食品购买意愿和消费的关键决定因素。
