The impact of supermarket credibility on purchase intention of novel food
How do consumers make purchase decisions for novel food products? This research demonstrates the importance of supermarket credibility as a heuristic cue influencing consumers’ purchase decisions. We used a 2 (supermarket type: specialty store vs. conventional store) x 2 (food familiarity: novel vs....
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| Published in | Journal of retailing and consumer services Vol. 64; p. 102754 |
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| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Elsevier Ltd
01.01.2022
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| Subjects | |
| Online Access | Get full text |
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| Abstract | How do consumers make purchase decisions for novel food products? This research demonstrates the importance of supermarket credibility as a heuristic cue influencing consumers’ purchase decisions. We used a 2 (supermarket type: specialty store vs. conventional store) x 2 (food familiarity: novel vs. familiar) x 3 (price: high, average, low) between-subjects design and found that perceived supermarket credibility positively and indirectly mediates the relationship between supermarket type and purchase intention, and this effect is moderated by the interaction of familiarity and price level, suggesting a moderated-moderated-mediation effect. Specifically, the three-way interaction effect on purchase intention is stronger when the price is low in the familiar food condition, while the effect is stronger when the price is high in the novel food condition. In other words, consumers rely on supermarket credibility when buying novel foods, and when risk is higher people rely more on product credibility signaled by price. |
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| AbstractList | How do consumers make purchase decisions for novel food products? This research demonstrates the importance of supermarket credibility as a heuristic cue influencing consumers’ purchase decisions. We used a 2 (supermarket type: specialty store vs. conventional store) x 2 (food familiarity: novel vs. familiar) x 3 (price: high, average, low) between-subjects design and found that perceived supermarket credibility positively and indirectly mediates the relationship between supermarket type and purchase intention, and this effect is moderated by the interaction of familiarity and price level, suggesting a moderated-moderated-mediation effect. Specifically, the three-way interaction effect on purchase intention is stronger when the price is low in the familiar food condition, while the effect is stronger when the price is high in the novel food condition. In other words, consumers rely on supermarket credibility when buying novel foods, and when risk is higher people rely more on product credibility signaled by price. |
| ArticleNumber | 102754 |
| Author | Jung, Inhaeng Noah Sharma, Amit Mattila, Anna S. |
| Author_xml | – sequence: 1 givenname: Inhaeng Noah orcidid: 0000-0003-4297-5896 surname: Jung fullname: Jung, Inhaeng Noah email: iuj40@psu.edu organization: School of Hospitality Management, Pennsylvania State University, University Park, 201 Mateer Building, PA, 16802, USA – sequence: 2 givenname: Amit surname: Sharma fullname: Sharma, Amit email: aus22@psu.edu organization: School of Hospitality Management, Pennsylvania State University, University Park, 201 Mateer Building, PA, 16802, USA – sequence: 3 givenname: Anna S. surname: Mattila fullname: Mattila, Anna S. email: asm6@psu.edu organization: School of Hospitality Management, Pennsylvania State University, University Park, 201 Mateer Building, PA, 16802, USA |
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