Kulshreshtha Kushagra, Sharma Gunjan
Institute of Business Management, GLA University, Mathura, 281406, India.
Technol Forecast Soc Change. 2022 Jun;179:121629. doi: 10.1016/j.techfore.2022.121629. Epub 2022 Mar 18.
The restaurant industry is experiencing a financial crisis at the moment of COVID-19. The purpose of this paper is to explore and examine the impact of various factors responsible for purchase decisions for generation Z in the context of cloud kitchen. In this endeviour, the researchers used a self-reported survey questionnaire to collect the data. The quality responses were collected using convenience sampling and analysed using SmartPLS. As almost all businesses are hit badly due to the COVID-19 pandemic this paper explored the possibilities for the restaurant business i.e. food and beverage industry in the form of 'cloud kitchen'. In this endeavour, the impact of green aspects, memorable food experience (experiential food under experience economy) along with certain other factors was examined. This study extends the food choice process model by Furst et al. (1996) that in the recent time green aspect, memorable experience are being preferred by consumers. Moreover, the restaurant may choose to work as 'cloud kitchen until the situation (COVID-19) normalizes. The research work will contribute to new theoretical knowledge in the form of an extended food choice process model exploring generation Z purchase decision towards cloud kitchen.
在新冠疫情期间，餐饮行业正经历一场金融危机。本文旨在探讨和研究在云厨房背景下，影响Z世代购买决策的各种因素。在这项研究中，研究人员使用了一份自填式调查问卷来收集数据。通过便利抽样收集高质量的回复，并使用SmartPLS进行分析。由于新冠疫情几乎所有企业都受到重创，本文探讨了餐饮企业（即食品饮料行业）以“云厨房”形式存在的可能性。在这项研究中，研究了绿色因素、难忘的用餐体验（体验经济下的体验式食品）以及其他一些因素的影响。本研究扩展了Furst等人（1996年）的食物选择过程模型，即近期消费者更青睐绿色因素和难忘的体验。此外，在新冠疫情形势正常化之前，餐厅可以选择以“云厨房”的形式运营。这项研究工作将以扩展的食物选择过程模型的形式，为探索Z世代对云厨房购买决策的新理论知识做出贡献。
