Consumers’ Online Restaurant Food Purchase Intention: Mixed-Methods Analysis of Multiple Mediators Role

Abstract

The purpose of this study is to investigate the inter-dynamics of young consumers’ information use, information adoption, motivation, and restaurant food purchase intention in an online environment. The study applied a mixed-method research design comprising of 20 in-depth interviews and 250 surveys among the young consumers. After the scale validation process through confirmatory factor analysis, structural equation modeling was applied to test the proposed model. This research carries empirical and theoretical implications by showing the dynamics of interrelationships between information adoption and online shopping motivation that mediate the relationships between information use and online food purchase intention.

Keywords:

• Argument quality
• information adoption
• information use
• mixed-method
• online food purchase intention
• online shopping motivation
• source credibility