Cengiz Hakan, Akdemir Cengiz Hulya
Karabuk University, Faculty of Business, Department of Marketing, Turkey.
Karabuk University, Faculty of Tourism, Department of Tourism Management, Turkey.
Appetite. 2023 Nov 1;190:107004. doi: 10.1016/j.appet.2023.107004. Epub 2023 Aug 19.
Although the need for uniqueness has been extensively investigated by consumer researchers, food and tourism researchers have been silent on this promising research topic. This study examined food neophilia and ethnic food involvement as potential mediators of the association between tourists' need for uniqueness (TNFU) and ethnic food purchase intention. Additionally, it was tested whether independent self-construal moderates this serial mediation effect. Results showed that the relationship between tourists' need for uniqueness and ethnic food purchase intention was serially and positively mediated by food neophilia and ethnic food involvement. Furthermore, the moderated serial mediation effect was stronger at higher values of independent self-construal.
尽管消费者研究人员对独特性需求进行了广泛研究，但食品和旅游研究人员对这个有前景的研究主题却保持沉默。本研究考察了食物新奇倾向和民族食品卷入度作为游客独特性需求（TNFU）与民族食品购买意愿之间关联的潜在中介变量。此外，还检验了独立自我建构是否会调节这种序列中介效应。结果表明，游客的独特性需求与民族食品购买意愿之间的关系通过食物新奇倾向和民族食品卷入度得到了序列正向中介。此外，在独立自我建构得分较高时，调节后的序列中介效应更强。
