A study on the adoption intention of cold chain prepared Dishes based on consumer orientation mentality
DOI:
https://doi.org/10.12928/spekta.v4i1.7932Keywords:
Cold-chain premade dishes, Perception of value, Locate the mind, Specification, Adoption behaviorAbstract
Background: Cold chain prepared dishes, as a new type of food with low temperature and dual attributes, have attracted more and more attention from consumers. From the perspective of consumers' brand positioning mentality, this study integrated the brand, quality and other attributes of cold chain prepared vegetables, and studied the positioning mentality and adoption behavior of Chinese consumers In this study, three cold-chain prefabricated dishes, "pickled cabbage fish", "tomato Braised beef brisket" and "Huangpi fishball", were selected as investigation objects.
Contribution: The contribution of this study is that different food value attributes explain the law of consumers' willingness to adopt cold chain prepared dishes through brand positioning mentality, and find out how different degrees of vulnerability and quality warranty
Method: Based on ZMET survey method, product effect data were used to analyze and verify structural equation model.
Results: Different value evaluation directly affects consumers' brand positioning mentality, brand positioning mind as an intermediate variable has a significant correlation with adoption intention. The degree of vulnerability moderates the relationship between value evaluation and brand positioning mentality, and the degree of warranty period regulates the relationship between quality value, brand positioning mentality and adoption intention respectively.
Conclusion: It also provides new marketing tools and theories for entrepreneurs and marketers in the cold chain food industry, which contributes to the promotion and diffusion of cold chain prepared food for consumers
References
Zeithaml, Valarie A. (1988). “Consumer perception of price, quality, and value: A means-end model and synthesis of evidence,” Journal of Marketing, 52 (July), 2-22. 83.
Parasuraman,v. a. z,berry(1988). “servqual: a multiple-item scale for measuring consumer perceptions of service quality” journal of retailing volume 64: pp, 12-40.
Sheth, J. N., Newman, B. I. and Gross, B. L., 1991, “Why we buy what we buy: a theory of consumption values”, Journal of Business Research, 22.
Sweeney C and Soutar, N. Geoffrey, 2001, Consumer Perceived Value: The Development of a Multiple item scale[J]. Journal of Consumer Research 2001. 77.
Sweeney J C, Soutar G N. Consumer perceived value: the development of a multiple item scale[J].Journal of Retailing, 2001,77:203-220.
Sproles, George B., Kendall, Elizabeth L. A Methodology for Profiling Consumers’ Decision - Marking Styles[J]. Journal of Consumer Affairs, 1986, 20(2):267-279.
Gray, H. M., Gray, k.,& Wegner, D. M.(2007). Dimensions of mind perception. Science, 315(5812), 619-620.
Haslam, N.(2006). Dehumanization: An integrative review. Personality and social psychology review, 10(3), 252-264.
Alicke, M. D., Dunning, D. A., & Krueger, J. (2013). The self in social judgment. Psychology Press.
Naylor, R. W., Lamberton, C. P., & Norton, D. A. (2011). Seeing ourselves in others: Reviewer ambiguity, egocentric anchoring, and persuasion. Journal of Marketing Research. 48(3), 617-631.
Epley, N., Waytz, A., & Cacioppo, J. T.(2007). On seeing human: a three-factor theory of anthropomorphism. Psychological review, 114(4), 864.
Bering, J.M. (2002). The existential theory of mind. Review of General Psychology, 6(1), 3-24.
Kim, H. Y., & Mcgill, A. L.(2018). Minions for the Rich? Financial Status Changes How Consumers See Products with Anthropomorphic Features. Journal of Consumer Research, 45(2), 429-450.
Ohtsubo, Y. (2007). Perceived intentionality intensifies blameworthiness of negative behaviors: Blame-praise asymmetry in intensification effect. Japanese Psychological Research, 49(2), 100-110.
Fishbein,M.and Ajzen,I.(1975), Beliefs, Attitude, Intention and Behaviour: An Introduction to Theory and Research, Addison-Wesly, Reading, MA，101-112.
[Ajzen, I. (1985), "From Intentions to Actions: A Theory of Planned Behavior," in Action Control: From Cognition to Behavior, J. Kuhl and J. Beckmann, eds. New York: Springer Verlag, 11-39.
Giddens，Anthony，1979：Central Problems in Social Theory，University of California Press.57–68.
Lee Ming-Chi (2009), “Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit”, Electronic Commerce Research and Applications, Volume 8, Issue 3, May–June, 130-141.
Davis, F.D. (1989). “Perceived usefulness, perceived ease of use and user acceptance of information technology”, Mis Quarterly, Vol. 13, No. 3, 319–340.
Goodhue D L,Thompson R L.Task-technology fit and individual performance. MIS Quarterly. 1995.
Venkatesh,Hillol Bala. Technology Acceptance Model 3 and a Research Agenda on Interventions[J]. Decision Sciences, 2008, 39(2):273-315.
Venkatesh, V., Morris, M.G., Davis, G.B., and Davis, F.D. (2003), “User Acceptance of Information Technology: Toward a Unified View”, MIS Quarterly, Vol.27, No.3, 425-478.
Wells. W., and Tigert. D. (1977), “Activities,interests,and opin-ions,” Journal of Advertising, 17(8):126-144.
Mitchell, A., The Nine American Lifestyles, New York: Warner, 1983. 22(6):103-115.
Fernando R. Jimenez,Norma A. Mendoza.Too Popular to Ignore: The Influence of Online Reviews on Purchase Intentions of Search and Experience Products[J].Journal of Interactive Marketing.2013,27(3):203-225.
[26] Yuan, Y.F., (2012) Understanding User Behavior in Coping with Security Threats of Mobile Device Loss and Theft，International Conference on Information Systems.
Bai Changhong, Liao Wei. Research on Customer Satisfaction based on Customer Perceived Value [J]. Nankai Journal (Philosophy and Social Sciences Edition),2001(6):14-20.
Fan Xiucheng, Luo Haicheng. Analysis on Competitiveness of Service Enterprises based on Customer Perceived Value [J]. Nankai Management Review,2003,6(6):41-45.
Han Rui, Tian Zhilong. Research on the Influence of Promotion types on Consumer perception and Behavioral Intention [J]. Management Science,2005,18(2):85-91.
Jin Liyin. The Influence of Value Dimension of Virtual Brand Community on members' community awareness, loyalty and behavior Tendency [J]. Management Science, 2007,20(2):36-45.
Bai Lin. A Review of the Relationship between Customer perceived Value, Customer Satisfaction and Behavioral Tendency [J]. Management Review,2009,21(1):87-93.
Jiang Lianxiong, Lu Taihong, Does Image Create Value? - The influence of service brand image on customer value-Satisfication-loyalty relationship, Management Time, 2006,4:106-114.
Dong Dahai, Yang Yi. Theoretical analysis of Consumer perceived Value in Network environment [J]. Journal of Management,2008,5(6):856-861.
Li Zongwei, Zhang Yanhui, Luan Dongqing. What factors influence consumers' online purchasing decisions? -- The driving role of customer perceived Value [J]. Management Review,2017,29(8):136-146.
Zhong Qi, Qu Guanqiao, Tang Jiafu. Research on the Influence of O2O take-out price Promotion Strategy on consumers' Purchase Intention [J]. Chinese Journal of Management Science, 202, 10.163.
Liang Ling, Yuan Luhua, Xie Jiaping. An empirical study on Purchasing Behavior Mechanism of Livestream delivery users based on ABC Attitude Theory [J]. Soft Science,202,8(18):29-33.
The Consumer Protection Commission of Jiangsu Province released a survey report on the consumption of prepared dishes. Five problems, such as quality, taste, labeling and logistics, need to be improved [J]. Chinese Consumer, 2022(3):50-51.
Xu Peng. Research on Brand Positioning Model based on Consumer Cognition [D]. Nankai University,2009(16):36-39.
Luo Wenjun. ZMET Technology and its Application in the Mental Model of smart phone consumers [D]. Southwest Jiaotong University,2011(10):15-24.
Lu Fucai, Hu Pingbo. Game analysis of Chinese firms' low-end lock-in under global value network [J]. China Industrial Economics,2008(10):23-32.
Yu Chunling, Wang Haizhong, Zhao Ping. Review of brand equity Theory and Empirical Research [J]. Research on Financial Issues,2005(7):14-18. (in Chinese)
Bian Yongdi. Research on consumption mentality Promoting Brand Cultivation [J]. Shanghai Commerce,2012(17):53-55.
Zhao Chaofeng, Chen Miaomiao. How to occupy the mind of consumers -- Analysis of the Formation mechanism of children's book brand Positioning [J]. Publishing Wide Angle,2017(12):13-15.
Qian Minghui, Guo Jialu. From Community Identity to Brand Identity: How to Increase the consumer mind Share of a brand based on online Community? [J]. Journal of Management Science, 2002,30(5):263-274.
Zhao Weihong, Xie Shengcheng, Su Chenting. The Cultural Positioning Strategy of the home Country makes the brand walk into the consumer's mind of the Host country: From the perspective of Cultural Identity [J]. Management Review,20,32(10):194-205.
Guo Xiaoyan. Research on Shared mental model of consumer food safety risk perception [D]. Hubei: Wuhan University of Technology,2016(8):14-25.
Qin Bo. Research on Brand Marketing Strategy Modularization based on consumer mind [D]. Beijing: Beijing Jiaotong University,2012(16):33-46.
Yue Jianqiu, Chen Feilong, Wu Qun. Brand advantage Building based on the development of consumer mental resources [J]. China Industrial Economics,2007(3):88-95.
Zhang Li-na. Game immersion experience and "imagination consumption" in puzzle Movies [J]. Journal of Shanghai Normal University (Philosophy and Social Sciences Edition), 202,51(2):129-137.
Xue Hai-bo. Review and Prospect of Shopping Decision Style Scale of Consumers [J]. Consumer Economics,2007,23(5):92-96.
Yan Hongxiu. The ethical matrix of data empowerment. Social Sciences,2022(1):136-142.
Qi Wenhao, Li Mingjie, Li Jingbo. Digital rural empowerment and farmers' income Growth: Mechanism and Empirical Test: Based on the moderating effect of farmers' entrepreneurial activity [J]. Journal of Southeast University (Philosophy and Social Sciences Edition), 201,23(2):116-125.
Zhang Wenhui, Wang Hui. Long-term outcome Consideration, Self-sacrifice and Leadership Empowering Behavior: The Moderating Role of Environmental Uncertainty [J]. Management World, 2009(6):115-123.
Zhang Hui-ping, Ye Qing-lin. How can the Establishment of data management organizations improve the performance of government Governance? Based on the perspective of structure empowerment and resource empowerment [J]. Review of Public Administration,202,4(3):99-122.
Yi Jiabin, Xu Di, Wang Yuting, et al. Learning orientation, Big Data capability and Business model Innovation: the moderating Effect of industry Type [J]. Management Review, 201,33(12):137-151.
Wang Wanqiu, Gao Yan, Wang Fang. Research on the function mechanism of technology M&A in industry innovation value chain: the regulatory role of information technology enablement [J]. Science and Technology Management Research,202,42(3):195-205.
Wu Xianming, Zhang Yu. Does Overseas M&A improve the performance of industrial Technological Innovation -- The Dual Moderating Effect of Institutional Distance [J]. Nankai Management Review, 2019(1):4-16.
Lian Yanling, He Xiaogang, Gao Hao. Performance expectation Gap and Corporate Strategy Adjustment: An Empirical Study of Chinese Listed Companies [J]. Management World, 2014(11):119-132.
Su Huiwen, Yu Lihong. The Effect of Corporate structure Empowerment on Team Innovation Behavior: a Moderated mediation Model [J]. Science and Technology Management Research, 202,42(8):163-172.
Li Wei, Mei Jixia. Research on the Influence of Leadership Empowerment on Employee Innovation Behavior: a Moderated mediation Model [J]. Soft Science, 2018,32(12):75-79.
Zhou Jinbo, Song Zhanyang. The Influence Mechanism of Leadership Empowerment on Employee Innovation Behavior: The Moderating Effect of Uncertainty avoidance and error management Climate [J]. Science and Technology Management Research,20,40(14):140-148.
Li Zhihong, Li Minxia. Research on Success factors of mobile commerce based on Consumer Acceptance Theory [J]. Business Research,2009(08):199-201.
Li Mengxiang, Gu Rui, Shang Xiaowen, Wang Kangliang. Research on Influencing Factors of continuous use Intention of mobile instant messaging Service [J]. Management Science, 2010,23(05):72-83.
Pan Yu, Gao Li, Zhang Xing, Wan Yan. Research on Consumer Values in the context of Chinese culture -- Scale development and comparison [J]. Management World, 2014(04):90-106.
Yang Shuiqing, Lu Yaobin, Cao Yuzhi. Initial adoption model of mobile payment service and its empirical Research [J]. Journal of Management,2012,9(09):1365-1372.
Guo Xue-jun. Research on Luxury brand Equity [D]. Shanghai: Fudan University,2008,11(9):36-39.
Zheng Mingzheng. Customer Perception Mental Model of Software Service Quality [J]. Technology Economics,2012,31(1):34-46.
Gong Xiaodong. Research on design of technological living environment for the elderly [D]. Beijing Institute of Technology,2014,07(3):11-15.
Peng Haoxiang. Analysis on the socioeconomic value of psychological education [J]. Social Science Forum,2009(12):151-154.
Li Xuexin, Li Haipeng. A Review of Research on Brand Positioning Theory in China [J]. Journal of Liaoning University (Philosophy and Social Sciences Edition),2012,40(03):100-106.
Du J, You J. Study on Consumers' willingness to adopt personalized push under the "Information cocoon" effect: from the perspective of psychological resistance. Business Economics, 2019(1):103-110.
Liu Bailing, Xia Huimin, Li Yanhui. The Impact of privacy Feedback on mobile Commerce users' behavioral Intention from the perspective of technical Characteristics: Mediated by Psychological Comfort [J]. Management Review,2018,30(12):109-121.
Yang Junfeng, Zhang Lianzhong. Food Quality and safety management from the perspective of food Cold chain [J]. Food Safety Guide,2021(15):53-54.
Chen Guanjun. Research on the Influencing Factors of Consumers' Purchase Intention of imminent food [D]. Jilin University,2020:31-41.
Wu Ying Wan. Problems and strategies of fresh food freshness control in supermarket [J]. Science and Technology Innovation Review,2009(29):184-185. (in Chinese)
Zhang Li. Study on the inventory of perishable commodities under Supply chain Environment [D]. Hebei: Hebei University,2008:35-42.
Deng Shijian, Guo Guoqing, Zhou Jianming. Research on Brand Association, Brand Cognition and Brand Attachment [J]. Management Journal, 2018, 31(01):44-53.
Zhang B, Lin W G. Traceability of subtropical fruit consumption behavior paradigms in the context of quality and safety: the moderating role of purchasing experience [J]. Management Review, 2015, 27(08):176-189+212.
Lu X H, Feng Y. The value of online word-of-mouth: An empirical study based on online restaurant reviews [J]. Management World,2009(07):126-132+171.
Zhang Yunbin, Jiang Juan. Research progress of edible film [J]. China Food Additive,2011(1):191-198. (in Chinese)
KE Y M. Teaching innovation path of Food Additives [J]. Food Safety Guide,2021(14):38-39. (in Chinese with English abstract)
Lu Yan. Research on consumers' risk perception of Temporary food safety. Southwest Jiaotong University,2015(1):15-17.
Li Wenshuai. Design and Research of Liquor product Traceability Management System [D]. Beijing: Beijing University of Posts and Telecommunications,2011.
Zhou Hongtao. Research on Marketing Strategy of High value-added prepared Food -- A case study of Huadu Food [D]. Beijing: Renmin University of China,2011.
[82][85] Cao Xiaobo. Traditional food outerwear [J]. Science and Technology of Food Industry,2009(9):22-24. (in Chinese)
[83][86] Yang Lili, Fan Weifeng. Tri-color Pigeon Dairy: Strict raw milk product quality control to build green food brand [J]. Henan Animal Husbandry and Veterinary (Market Edition),2013,34(7):32-33.
Zeng Guojun, Li Ling, Liu Bo, et al. Reconstruction of Authenticity in Trans-Local Food Culture Production -- A Case study of Xibei Xibei Cuisine in Guangzhou [J]. Acta Geographica Sinica,2014,69(12):1871-1886.
Xu Yan, Zheng Yulian, Lu Liqing, et al. Research on urban residents' value perception of gourmet tourism from the perspective of IPA [J]. Resource Development and Market, 20,36(3):315-319. (in Chinese)
Liu Hao. Current situation and development countermeasures of cold chain logistics of fresh agricultural products [J]. China Agricultural Resources and Regional Planning,2016,37(3):184-186,232. (in Chinese)
Liu Ying. Research on the existing problems and countermeasures of the development of edible mushroom industry in China [D]. Beijing: China Agricultural University,2005.
Shi Ya. Current Situation analysis and HACCP Strategy Research of Taiwan Fruit Cold Chain Logistics at Xiamen Port [D]. Fujian: Jimei University,2012. (in Chinese)
Wang Shuhua. Science and technology media symbol -- Interpretation of Food Cooking Culture Practice in Modern cities [J]. Journal of Zhejiang University of Media and Communications,2015(2):38-42.
(in Chinese with English abstract) Application and cost accounting of dairy products in bakery products [J]. Food Safety Guide,2021(3):178-179. (in Chinese)
Yang Huaiyu, Yang Zhengyong. System dynamics model of ecosystem service value in pond aquaculture (Prawn shrimp) [J]. Journal of Natural Resources,2012,27(7):1176-1185.
Dai Yong, Wang Wenqing. Traceability Hierarchy strategy of Food supply chain under Retailer dominance [J]. Logistics Technology,2021,40(10):69-75,115.
Sun Jinyuan, Sun Baoguo. Consideration on Food additives and Food safety in China [J]. Journal of Agricultural Science and Technology of China,2013,15(4):1-7. (in Chinese)
Xing Jianrong, Cheng Shaonan, Xia Qile, et al. Study on processing technology and shelf life of Hupomelo Whole fruit Drink [J]. Acta Agriculturae Zhejiangensis,2014(5):1331-1335. (in Chinese)
Yue Qiqi, Liu Wen, Kong Ping, et al. Effect of non-cold chain Transportation on storage quality of chilled pork refrigerator [J]. Modern Food Science and Technology, 2019,35(10):116-124. (in Chinese)
Xue Hai-bo. Review and Prospect of Shopping Decision Style Scale of Consumers [J]. Consumer Economics,2007,23(5):92-96.
Xiao Jie. Research on the Scale of Social Responsibility Consumption Behavior in the Context of China [J]. Theory and Practice of Finance and Economics,2012,33(2):89-93.
Wang Juan. Research on Retail Format Evolution based on Consumer Behavior [D]. Hunan Central South University,2012(12):35-42.
Wang Haiping. Research on Shopping life cycle Model under the background of SoLoMo [J]. Contemporary Finance and Economics,2015(1):77-86.
Yuan Lili. Study on the gel characteristics of Penaeus vannamei mince and development of shrimp sausage [D]. Guangdong: Guangdong Ocean University,2013.
Wu Nan. Safety and Quality control of frozen food [J]. Science & Technology Innovation and Application,2014(7):284-284. (in Chinese)
Qi Liyun, Zhang Bibo, Guo Yanan. Research Management,2016,37(5):112-121.
Yan Zichun, Huang Lei, Liu Xin. Supplier key capability, industrial brand value and buyer repurchase intention [J]. Management Science,2016,29(1):15-27.
Feng Jianying, Mu Weisong, Fu Zetian. A review of research on consumers' purchase Intention [J]. Modern Management Science,2006(11):7-9
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Feng Luo
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with SPEKTA (Jurnal Pengabdian Kepada Masyarakat: Teknologi dan Aplikasi) agree to the following terms:
- Authors retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
