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 721302, India.
Foods. 2021 Feb 5;10(2):345. doi: 10.3390/foods10020345.
The present research aims to investigate the extent to which sensory appeal, nutritional quality, safety, and health determinants influence purchase intention, consumption, and satisfaction of consumers towards convenience food. The non-probability purposive sampling approach was adopted for the recruitment of consumers. A pre-tested questionnaire was used to collect data from 501 consumers. Descriptive statistics, confirmatory factor analysis, and structural equation modeling were adopted to analyze the data. Factor loading, Cronbach's alpha, composite reliability, average variance extracted, and correlations estimate of constructs revealed good internal consistency and reliability of scale items as well as convergent and discriminant validity of the constructs. The path analysis of structural model demonstrated positive relationship between sensory appeal, nutritional quality, safety attributes, healthiness, and purchase intention of convenience food. Further, the path analysis of structural model revealed that purchase intention with consumption as well as consumption with satisfaction were positively associated for convenience food. Sensory appeal was the key determinant influencing purchase intention, consumption, and satisfaction of consumers towards convenience food. The good taste, pleasant appearance, nice smell, and appealing texture within sensory appeal were the most important factors influencing purchase intention, consumption, and satisfaction of consumers towards convenience food. Further, the consumers in emerging economies such as India focus more on sensory appeal in convenience food choice.
本研究旨在调查感官吸引力、营养质量、安全性和健康因素对消费者购买便利性食品的意愿、消费行为及满意度的影响程度。本研究采用非概率目的抽样法招募消费者。通过一份经过预测试的问卷，收集了501名消费者的数据。采用描述性统计、验证性因子分析和结构方程模型对数据进行分析。因子载荷、克朗巴哈系数、组合信度、平均提取方差以及各构念的相关性估计结果表明，量表项目具有良好的内部一致性和信度，各构念具有收敛效度和区分效度。结构模型的路径分析表明，便利性食品的感官吸引力、营养质量、安全属性、健康程度与购买意愿之间呈正相关关系。此外，结构模型的路径分析还显示，便利性食品的购买意愿与消费行为之间以及消费行为与满意度之间呈正相关关系。感官吸引力是影响消费者对便利性食品的购买意愿、消费行为及满意度的关键因素。感官吸引力中的美味、外观宜人、气味诱人以及质地诱人是影响消费者对便利性食品的购买意愿、消费行为及满意度的最重要因素。此外，印度等新兴经济体的消费者在选择便利性食品时更注重感官吸引力。
