Applying Extended Theory of Planned Behavior to Investigate Consumer Purchase Intention toward Street Food Vendors


Authors

  • Le Hai Binh
  • Le Thi Mai VNU - International School, Vietnam
DOI: https://doi.org/10.57110/vnujeb.v3i6.240

Keywords:

Extended Theory of Planned Behavior, street food, purchase intention, social media, past behaviour

Abstract

This study aims to explore the factors that influence the behaviour of consumers towards Hanoi street food vendors by applying the extended Theory of Planned Behavior (e-TPB) which includes six constructs - attitude, subjective norm, perceived behavioral control, and social media and past behavior and purchase intention. Using a quantitative research approach, data was collected from 181 respondents through an online survey and using the analysis technique is SPSS version 22 and Smart PLS 3.0. The findings indicate that social media, having the highest regression weight, become the most significant predictor of purchase intention, following by subjective norms, perceived behavioral control and attitude. The study also reveals that previous behavior had a favorable impact on attitude, perceived behavioral control, subjective norms, and social media, but not on purchase intention. The study will increase our understanding of the variables influencing consumers’ intentions to purchase street food in Hanoi. Recommendations and implications for marketing-related street food selling strategies are discussed.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.

Ajzen, I., & Fishbein, M. (2008). Scaling and testing multiplicative combinations in the expectancy–value model of attitudes. Journal of Applied Social Psychology, 38(9), 2222-2247.

Ajzen, I., Fishbein, M., Lohmann, S., & Albarracín, D. (2018). The influence of attitudes on behavior. The Handbook of Attitudes, Volume 1: Basic Principles, 197-255.

Al-Nahdi, M., Ismail, I., Haron, H., & Islam, M. A. (2009). Intention to patronage halal restaurants among Malaysian Muslims - An issue of halal perception. Paper presented at the The Gsmi (First) Global Business Summit Conference.

Bowen, N. K., & Guo, S. (2011). Structural Equation Modeling: Oxford University Press.

Chen, Y. C., Wang, Y. H., & Tsai, C. T. (2020). Factors affecting consumer behavior toward street food: A study of the Taipei metropolitan area. Journal of Foodservice Business Research, 23(3), 246-261.

Cheng, S., Lam, T., & Hsu, C. H. (2005). Testing the sufficiency of the theory of planned behavior: A case of customer dissatisfaction responses in restaurants. International Journal of Hospitality Management, 24(4), 475-492.

Choi, J., Lee, A., & Ok, C. (2013). The effects of consumers' perceived risk and benefit on attitude and behavioral intention: A study of street food. Journal of Travel & Tourism Marketing, 30(3), 222-237.

Conner, M., & Armitage, C. J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28(15), 1429-1464.

Eagly, A. H., & Chaiken, S. (1993). The Psychology of Attitudes. Harcourt Brace Jovanovich College Publishers.

Fellows, P., & Hilmi, M. (2011). Selling street and snack foods. FAO Diversification Booklet (18).

Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Sage Publications Sage CA: Los Angeles, CA.

Habib, K. R. (2016). Understanding challenges faced by street food vendors to maintain street food hygiene in Dhaka city. J Food Nutr Sci, 4(4), 78.

Hair, J. F. (2011). Multivariate data analysis: An overview. International Encyclopedia of Statistical Science, 904-907.

Henderson, J. C. (2017). Street food, hawkers and the Michelin Guide in Singapore. British Food Journal, 119(4), 790-802.

Henderson, J. C. (2019). Street food and tourism: A Southeast Asian perspective. Food Tourism in Asia, 45-57.

Hiemstra, A. M., Van der Kooy, K. G., & Frese, M. (2006). Entrepreneurship in the street food sector of Vietnam—Assessment of psychological success and failure factors. Journal of Small Business Management, 44(3), 474-481.

Huang, E., & Chuang, M. H. (2007). Extending the theory of planned behaviour as a model to explain post-merger employee behaviour of IS use. Computers in Human Behavior, 23(1), 240-257.

Huang, L., Bai, L., Zhang, X., & Gong, S. (2019). Re-understanding the antecedents of functional foods purchase: Mediating effect of purchase attitude and moderating effect of food neophobia. Food Quality and Preference, 73, 266-275.

IBISWorld. (2019). Bakery Product Manufacturing in Australia trends (2016-2021). <https://www.ibisworld.com/au/industry/bakery-product-manufacturing/4227/> Accessed 20.9.2023.

Jensen, R., & Peppard Jr, D. M. (2003). Hanoi’s informal sector and the Vietnamese economy: A case study of roving street vendors. Journal of Asian and African Studies, 38(1), 71-84.

Kun-Shan, W., & Yi-Man, T. (2011). Applying the extended theory of planned behavior to predict the intention of visiting a green hotel. African Journal of Business Management, 5(17), 7579-7587.

Lai, P. Y., Chen, J. S., & Huang, C. Y. (2021). The impact of social media on consumer behavior in Taiwan's street food industry. Journal of Foodservice Business Research, 24(1), 23-40.

Le, T. M., & Liaw, S. Y. (2017). Effects of pros and cons of applying big data analytics to consumers’ responses in an e-commerce context. Sustainability, 9(5), 798.

Lin, C. L., Lee, S. H., & Horng, D.-J. (2011). The effects of online reviews on purchasing intention: The moderating role of need for cognition. Social Behavior and Personality: an international journal, 39(1), 71-81.

Ngoc, T., Hang, N., Thanh, D., & Hoa, L. (2020). Evaluation of microbial safety knowledge, attitude and practice of street food vendors and consumers in Can Tho City, Vietnam. Food Research, 4(5), 1802-1814.

Rhodes, R. E., & Courneya, K. S. (2003). Investigating multiple components of attitude, subjective norm, and perceived control: An examination of the theory of planned behaviour in the exercise domain. British Journal of Social Psychology, 42(1), 129-146.

Schubert, F. (2008). Exploring and predicting consumers’ attitudes and behaviors towards green restaurants. The Ohio State University.

Teng, C. C., Lee, T. T., & Lu, L. C. . (2016). Factors influencing the purchase intention of health supplements among young Taiwanese consumers. Asia Pacific Journal of Marketing and Logistics, 28(3), 514-528.

Tran, M. N. (2010). Institutional inconsistencies and microentrepreneurial intent to quit a business: Street vendors in Vietnam. Western Kentucky University.

Tsai, C.-Y. (2010). Applying the theory of planned behavior to explore the independent travelers’ behavior. African Journal of Business Management, 4(2), 221-234.

Ukenna, S. I., & Ayodele, A. A. (2019). Applying the extended theory of planned behavior to predict sustainable street food patronage in a developing economy. Journal of Food Products Marketing, 25(4), 404-434.

Wang, X., Zhang, M., & Liu, Y. . (2020). The effect of past behavior on the continuance intention of social media use: An empirical study of WeChat users. Telematics and Informatics, 50, 101377.

Yavas, U., & Babakus, E. (2009). Modeling patronage behavior: a tri‐partite conceptualization. Journal of Consumer Marketing, 26(7), 516-526.

Zhang, X., & Kim, J. . (2013). Investigating factors that influence mobile app purchase intention. International Journal of Mobile Marketing, 8(2), 66-81.

Zhang, X., & Zhao, Q. . (2018). An empirical study on the influence of past behavior and perceived enjoyment on continued intention to use social media. Journal of Business Research, 87, 134-144.

Downloads

Download data is not yet available.

Downloads

Published

25-12-2023

Abstract View

91

PDF Downloaded

97

How to Cite

Binh, L. H., & Mai, L. T. (2023). Applying Extended Theory of Planned Behavior to Investigate Consumer Purchase Intention toward Street Food Vendors . VNU University of Economics and Business, 3(6), 90. https://doi.org/10.57110/vnujeb.v3i6.240

Issue

Section

Original Articles