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Related Experiment Video

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Errors as a Means of Reducing Impulsive Food Choice

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How Cognition Influences Chinese Residents' Continuous Purchasing Intention of Prepared Dishes under the Distributed

Yuelin Fu¹, Weihua Zhang¹, Ranran Wang¹

¹College of Economics and Management, Shanghai Ocean University, Shanghai 201306, China.

Foods (Basel, Switzerland)

|August 29, 2024

Summary

Understanding consumer cognition is key for the prepared dishes industry. Individual and geographical factors boost purchasing intention, while risk perception plays a mediating role.

Keywords:

continuous purchasing intention distributed cognition theory prepared dishes risk perception

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Area of Science:

Consumer Behavior
Food Industry Studies
Cognitive Science

Background:

The prepared dishes industry requires enhanced consumer purchasing intention for sustainable growth.
Understanding cognitive influences on purchasing behavior is vital for industry strategies.
Existing research lacks comprehensive analysis of cognitive factors in prepared dish consumption.

Purpose of the Study:

To investigate the influence of residents' cognition on their continuous purchasing intention for prepared dishes.
To analyze the mediating role of risk perception in this cognitive-purchasing intention relationship.
To provide actionable insights for industry stakeholders to overcome development obstacles.

Main Methods:

Utilized Structural Equation Modeling (SEM) on questionnaire data from urban residents in Beijing and Shanghai.
Applied the theory of distributed cognition as the theoretical framework.
Examined the direct and indirect effects of individual, geographical, and cultural power on purchasing intention.

Main Results:

Individual power and geographical power significantly and positively influenced continuous purchasing intention for prepared dishes.
Cultural power did not show a significant effect on continuous purchasing intention.
Risk perception partially mediated the influence of individual and geographical power, and fully mediated the influence of cultural power.

Conclusions:

Cognitive factors, specifically individual and geographical power, are significant drivers of prepared dish purchasing.
Risk perception is a critical mediator, influencing how cognitive factors translate into purchasing decisions.
Strategic interventions should focus on enhancing perceived individual/geographical power and managing risk perception.