Structural Relationship Between Beef Food Quality, Trust, and Revisit Intention: The Moderating Role of Price Fairness Based on Heuristics Effect.

BACKGROUND/OBJECTIVES: Beef is a significant dietary component, and the concept of food quality is inherently complex and multidimensional. This study addresses this complexity within the context of beef products by examining four key attributes: price fairness, freshness, portion size, and packaging. It further investigates the structural relationships among food quality, consumer trust, and revisit intention, with particular attention to the moderating role of price fairness in the link between trust and revisit intention.

METHODS

Data were collected through an online survey administered via the Clickworker platform, targeting 415 U.S. consumers selected for their cultural relevance and substantial beef consumption. Structural equation modeling using maximum likelihood estimation was employed to test the hypotheses, and Hayes' process model 15 was applied to assess the moderating effects.

RESULTS

The results show that consumer trust is positively influenced by all four quality attributes, and that freshness, portion size, packaging, and trust are positively associated with revisit and repurchase intentions. Moreover, price fairness demonstrated a significant moderating effect, framed within the heuristic decision-making perspective.

CONCLUSIONS

This study contributes to the literature by shedding light on the determinants of consumer trust and repeat purchasing behavior in beef consumption. It underscores the heuristic role of price fairness and the interplay between perceived quality attributes and trust, offering practical insights for businesses seeking to enhance consumer perception and foster brand loyalty. However, this work is limited to the selection of the sample.