Author(s)

Wai Nga Leong ¹, Xiaotian Xu ¹

Affiliation(s)

¹ Faculty of Business, City University of Macau, Macau, China

Corresponding Author

Wai Nga Leong

ABSTRACT

The increased demand for prefabricated food among customers in China has led to further development of the industry. Due to different consumer types between business and customer, there are significant differences in the influencing factors of their purchase intentions. This paper attempts to use the psychological factors of consumer groups when purchasing prefabricated food as an entry point to discuss the influencing factors, thus to deeply understand the Consumers' needs. The research found that consumers'conformity has an impact on perceived value and purchase intention. Consumers usually use the selections of the majoritarian as a reference while purchasing prefabricated food, a rapidly developing new consumer product. In addition, the majority of people's evaluations on prefabricated food influence consumers' perceived value of the product. Secondly, the paper found that consumers' risk perception of prefabricated food has a moderating effect on the purchase process. In other words, if consumers have certain opinions on the risk perception of prefabricated foods, it will affect their purchase intention.

KEYWORDS

Prefabricated food; Conformity behavior; Perceived value; Risk perception; Purchase intention

CITE THIS PAPER

Wai Nga Leong, Xiaotian Xu, Research on the influence of consumer psychological factors on purchase intention of prefabricated food. Population, Resources & Environmental Economics (2024) Vol. 5: 133-143. DOI: http://dx.doi.org/10.23977/pree.2024.050215.

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