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Assessment of Social Transmission of Food Preferences Behaviors
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Understanding Risk Perception toward Food Safety in Street Food: The Relationships among Service Quality, Values, and

Kyung Hwa Seo1, Jee Hye Lee2

  • 1Department of Hotel Culinary Arts and Bakery, Ulsan College, 101 Bongsu-ro, Dong-gu, Ulsan 44022, Korea.

International Journal of Environmental Research and Public Health
|July 2, 2021
PubMed
Summary
This summary is machine-generated.

Street food service quality significantly boosts customer value and repurchase intent. Food quality

Keywords:
hedonic valuerisk perceptionservice qualitystreet foodutilitarian value

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Area of Science:

  • Consumer Behavior
  • Food Service Management
  • Marketing Science

Background:

  • Street food consumption is a growing global phenomenon.
  • Understanding consumer perceptions of street food is crucial for industry growth.
  • Service quality significantly influences consumer choices in the food sector.

Purpose of the Study:

  • To identify street food service quality dimensions impacting utilitarian and hedonic values.
  • To determine the effect of these values on repurchase intention.
  • To examine the moderating role of food safety risk perception.

Main Methods:

  • An online survey was conducted in Korea.
  • 285 respondents participated in the study.
  • Statistical analysis was used to evaluate the relationships.

Main Results:

  • Five service quality dimensions (food quality, employee service, physical environment, price, service speed) positively impacted utilitarian and hedonic values.
  • Both utilitarian and hedonic values positively influenced repurchase intention.
  • Food quality's impact on utilitarian value was stronger for consumers with lower perceived food safety risks.

Conclusions:

  • Service quality is a key driver of perceived value and repeat purchases in street food.
  • Marketing strategies should emphasize service quality, consumer value, and address food safety concerns.
  • Tailoring marketing messages based on risk perception can enhance consumer engagement.