Understanding consumers' intention to revisit bubble tea stores: an application of the theory of planned behaviour

• Published in: British food journal (1966) Vol. 125; no. 3; pp. 994 - 1007
• Main Authors: Koay, Kian Yeik, Cheah, Chee Wei
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 09.02.2023; Emerald Group Publishing Limited
• Subjects: Attitudes; Brand loyalty; Consumer behavior; Consumers; Customer satisfaction; Customer services; Fads; Hypotheses; Multivariate statistical analysis; Norms; Prices; Product quality; Quality of service; Restaurants; Tea; Theory of planned behavior; Malaysia; Bubble tea; Theory of planned behaviour; Boba tea; PLS-SEM
• ISSN: 0007-070X; 1758-4108
• DOI: 10.1108/BFJ-01-2022-0025

PurposeAlthough the bubble tea market has been growing rapidly in recent years, not many studies have been conducted to understand why consumers revisit bubble tea stores. This study aims to understand consumers' intention to revisit bubble tea stores drawing on the theory of planned behaviour (TPB).Design/methodology/approachUsing the online survey method, data are collected from 166 bubble tea drinkers in Malaysia. Partial least squares structural equation modelling (PLS-SEM) is used to verify the hypotheses.FindingsThe findings indicate that attitudes, subjective norms and perceived behavioural control have a significant positive influence on revisit intention. In addition, product quality, price fairness and store atmosphere have a significant positive influence on attitudes. Support is not found for the positive influence of service quality on attitudes.Originality/valueThis study provides fresh insights into the factors that influence consumers' intention to revisit bubble tea stores with empirical data from Malaysia. Furthermore, this study also offers useful practical recommendations to bubble tea store owners or franchisers on how to retain consumers.