Insights on purchase intention of mutton shashlik - A survey of Chinese consumers based on fsQCA
Guanhua Cai,
Che Shen,
Xinnan Wu,
Meiqi Ding,
Ting Zhao,
Yutong Li,
Bo Wang,
Dengyong Liu
Affiliations
Guanhua Cai
College of Food Science and Technology, Bohai University, Jinzhou 121013, PR China; Meat Innovation Center of Liaoning Province, Bohai University, Jinzhou 121013, PR China
Che Shen
College of Food Science and Technology, Bohai University, Jinzhou 121013, PR China; Key Laboratory for Agricultural Products Processing of Anhui Province, School of Food Science and Engineering, Hefei University of Technology, Hefei, 230009, PR China
Xinnan Wu
College of Food Science and Technology, Bohai University, Jinzhou 121013, PR China; Meat Innovation Center of Liaoning Province, Bohai University, Jinzhou 121013, PR China
Meiqi Ding
College of Food Science and Technology, Bohai University, Jinzhou 121013, PR China; Meat Innovation Center of Liaoning Province, Bohai University, Jinzhou 121013, PR China
Ting Zhao
College of Food Science and Technology, Bohai University, Jinzhou 121013, PR China; Meat Innovation Center of Liaoning Province, Bohai University, Jinzhou 121013, PR China
Yutong Li
College of Food Science and Technology, Bohai University, Jinzhou 121013, PR China; Meat Innovation Center of Liaoning Province, Bohai University, Jinzhou 121013, PR China
Bo Wang
College of Food Science and Technology, Bohai University, Jinzhou 121013, PR China; Meat Innovation Center of Liaoning Province, Bohai University, Jinzhou 121013, PR China; Key Laboratory of Meat Processing and Quality Control, MOE, Key Laboratory of Meat Processing, MARA, College of Food Science and Technology, Nanjing Agricultural University, Nanjing 210095, PR China; Corresponding authors at: College of Food Science and Technology, Bohai University, No. 19, Keji Rd., New Songshan District, Jinzhou 121013, Liaoning Province, PR China.
Dengyong Liu
College of Food Science and Technology, Bohai University, Jinzhou 121013, PR China; Meat Innovation Center of Liaoning Province, Bohai University, Jinzhou 121013, PR China; Corresponding authors at: College of Food Science and Technology, Bohai University, No. 19, Keji Rd., New Songshan District, Jinzhou 121013, Liaoning Province, PR China.
Various factors influence the purchases of meat products by consumers, and their final purchasing behavior has a temporal and logical relationship with their willingness to buy. Such willingness is an effective indicator of purchasing behavior. In this study, sensory appeal, brand loyalty, price, consumer reviews, consumer preferences, and the personal characteristics of consumers (e.g., gender, age, and income) were selected as the antecedent variables. Data from 5,981 consumers were collected through an online questionnaire. The path configurations that caused consumers to have high and low purchase intentions for mutton shashliks were analyzed using fuzzy set qualitative comparative analysis (fsQCA). The major causes that lead consumers to the two choices of purchasing or not purchasing were identified. The findings show that there is a causal asymmetric relationship between customers' desire to purchase meat items and the factors influencing them. As a multifaceted outcome variable, consumer preference traits and cost are the primary determinants of the high purchase intention to buy mutton shashlik, with income and sensory appeal having a lesser effect. Furthermore, factors such as brand loyalty, consumer reviews, gender, and age worked in conjunction with the main factors that influenced or hindered consumers' purchase intentions.
