Sun Kyung-A, Moon Joonho
Department of Tourism Management, Gachon University, Sungnam-si 13120, Republic of Korea.
Department of Tourism Administration, Kangwon National University, Chuncheon 24341, Republic of Korea.
Nutrients. 2025 Jun 28;17(13):2155. doi: 10.3390/nu17132155.
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.
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.
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.
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.
背景/目的：牛肉是重要的饮食组成部分，食品质量的概念本质上是复杂且多维度的。本研究通过考察四个关键属性——价格公平性、新鲜度、份量大小和包装，在牛肉产品的背景下探讨这种复杂性。它进一步研究了食品质量、消费者信任和重购意愿之间的结构关系，特别关注价格公平性在信任与重购意愿之间联系中的调节作用。
通过在Clickworker平台上进行的在线调查收集数据，目标是415名因文化相关性和大量牛肉消费而被选中的美国消费者。采用最大似然估计的结构方程模型来检验假设，并应用海斯过程模型15来评估调节效应。
结果表明，消费者信任受到所有四个质量属性的正向影响，并且新鲜度、份量大小、包装和信任与重购和再购买意愿呈正相关。此外，从启发式决策角度来看，价格公平性表现出显著的调节效应。
本研究通过揭示牛肉消费中消费者信任和重复购买行为的决定因素，为文献做出了贡献。它强调了价格公平性的启发式作用以及感知质量属性与信任之间的相互作用，为寻求提高消费者认知和培养品牌忠诚度的企业提供了实际见解。然而，这项工作仅限于样本的选择。
