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Effects of Food Truck Image on Consumers Perceived Risk and Experiential Value

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Title: Effects of Food Truck Image on Consumers Perceived Risk and Experiential Value
Author: Van Embden, Katya
Department: School of Hospitality, Food and Tourism Management
Program: Tourism and Hospitality
Advisor: Jo, WooMi
Abstract: The study’s purpose was to test the relationships between image, risk and value to understand satisfaction and behavioural intentions within a food truck context. By assessing these relationships, readers may learn what appeals and deters consumers. Panel data were collected by self-administered survey and distributed by Qualtrics. Items were modified from previous literature. Through SPSS and AMOS software analysis, all hypotheses were supported. Image significantly influences perceived risk and experiential value. Perceived risk has a negative association and highly influences experiential value and satisfaction. Image and experiential value are positively associated and strongly influence satisfaction. Satisfaction is positively associated with and strongly influences repurchase intentions. CFA indicated an acceptable model fit. Constructs are valid and measurement items are reliable. Due to the relatively recent rise in food truck popularity, there is a large gap for the addition of a study that assesses simple but well documented conceptual relationships.
Date: 2020-03
Rights: Attribution-NoDerivatives 4.0 International
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Attribution-NoDerivatives 4.0 International Except where otherwise noted, this item's license is described as Attribution-NoDerivatives 4.0 International