The Effects of Consumers' Perceived Risk and Benefit on Attitude and Behavioral Intention: A Study of Street Food

ABSTRACT

This study examined dimensions of consumer risk/benefit perception toward street food and tested their effects on attitude toward street food and behavioral intention. Exploratory factor analysis tested a five risk and two benefit factor model. A conceptual model was tested using structural equation modeling. This study found that perceived risks negatively affected consumer attitude toward street food, and perceived benefits positively affected attitude. In turn, risk perception negatively affected behavioral intention. The study found that attitude toward street food fully mediated the relationship between benefit perception and behavioral intention and partially mediated the relationship between risk perception and behavioral intention.

Keywords:

• Street food
• risk/benefit perception
• attitude
• behavioral intention

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