旅游者对独特性和民族食品购买意向的需求:一个调节的串行调解模型
Hakan Cengiz1, Hulya Akdemir Cengiz2
1Karabuk University, Faculty of Business, Department of Marketing, Turkey.
Appetite
|August 21, 2023
概括
寻求独特体验的游客更有可能尝试民族食物. 这种对独特性的渴望推动了对新食物的兴趣和对民族美食的接触,特别是对于那些有独立自我看法的人来说.
科学领域:
- 消费者行为 消费者行为
- 旅游研究 旅游研究
- 食品研究 食品研究
背景情况:
- 独特性需求 (NFU) 是一个经过充分研究的消费者行为概念.
- 在食品和旅游背景下对NFU的研究有限.
- 了解民族食品消费的驱动因素对于旅游业至关重要.
研究的目的:
- 调查食品新爱好和种族食品参与在游客的NFU和种族食品购买意图之间的关系中扮演的调解角色.
- 检查独立自我构建对串行调解路径的缓和效应.
主要方法:
- 结构方程建模用于分析拟议的关系.
- 从游客那里收集了关于他们对独特性需求,食物新爱好,种族食物参与以及购买意图的数据.
- 统计分析测试了串行调解和调节调解假设.
主要成果:
- 游客对独特性的需求积极影响了民族食品的购买意图.
- 这种关系是由食物新爱和种族食物参与的连续介导的.
- 独立的自我构建加强了NFU和民族食品购买意图之间的调解关系.
结论:
- 食物新爱好和种族食品参与是关键的调解者,将游客的NFU与种族食品购买联系起来.
- 独立的自我构建通过这些调解者增强了NFU对种族食物选择的影响.
- 调查结果为旅游营销人员提供了洞察力,目标是独特的体验.
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