UNDERSTANDING THE INFLUENCE OF FOOD VALUE ON FAST-FOOD CUSTOMER BEHAVIOR: A STUDY ON THE MEDIATING ROLE OF BLOGGER REVIEWS AND MODERATING EFFECT OF CONTENT CREDIBILITY
This study proposes investigating the effect of food value on food bloggers' reviews (i.e., the direct effect) and the customers' purchase intentions (i.e., the direct and indirect effects) of fast-food restaurants. In addition, this study examines the moderating role of content credibil...
| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
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Editura Universităţii din Oradea
2024-01-01
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| Series: | Geo Journal of Tourism and Geosites |
| Subjects: | |
| Online Access: | https://gtg.webhost.uoradea.ro/PDF/GTG-1-2024/gtg.52101-1178.pdf |
| _version_ | 1797339619803529216 |
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| author | Foda M. AISHA Amany E. SALEM Muhanna Y. ALMAKHAYITAH Khaled GHAZY Hisham M. AL-SMADI Maria GOZNER Mohamed A.S ELSAYED |
| author_facet | Foda M. AISHA Amany E. SALEM Muhanna Y. ALMAKHAYITAH Khaled GHAZY Hisham M. AL-SMADI Maria GOZNER Mohamed A.S ELSAYED |
| author_sort | Foda M. AISHA |
| collection | DOAJ |
| description | This study proposes investigating the effect of food value on food bloggers' reviews (i.e., the direct effect) and the
customers' purchase intentions (i.e., the direct and indirect effects) of fast-food restaurants. In addition, this study examines
the moderating role of content credibility on food blogger reviews and customers' purchase intention relationships. The
quantitative method is used in this study to gather data from fast-food restaurant customers in Cairo, Egypt. Where 450
questionnaires were given out to fast-food restaurant customers, 354 valid questionnaires were gathered for analysis. The data
were analyzed using SPSS and Amos software. Food value positively influences food bloggers' reviews and fast-food
restaurant customers' purchasing intentions. Additionally, this research found that food blogger reviews mediate a positive
relationship between food value and fast-food restaurant customers' intentions to purchase. Importantly, this study discovered
that content credibility has a positive moderating impact on the relationship between food blogger reviews and the purchase
intention of fast-food restaurant customers. The study contributes to the literature on tourism and hospitality, where we
employed food value as a decisive and influencing factor in improving food bloggers' reviews and thus influencing fast-food
restaurant customers' intention to purchase. Thus, fast-food restaurant managers should create all the suggested food values
because of their impact on food bloggers' reviews and customers' intentions to purchase.
|
| first_indexed | 2024-03-08T09:50:57Z |
| format | Article |
| id | doaj.art-7da74f5002e24d6284d40d06b7c346cb |
| institution | Directory Open Access Journal |
| issn | 2065-0817 |
| language | English |
| last_indexed | 2024-03-08T09:50:57Z |
| publishDate | 2024-01-01 |
| publisher | Editura Universităţii din Oradea |
| record_format | Article |
| series | Geo Journal of Tourism and Geosites |
| spelling | doaj.art-7da74f5002e24d6284d40d06b7c346cb2024-01-29T14:06:07ZengEditura Universităţii din OradeaGeo Journal of Tourism and Geosites2065-08172024-01-0152191910.30892/gtg.52101-1178UNDERSTANDING THE INFLUENCE OF FOOD VALUE ON FAST-FOOD CUSTOMER BEHAVIOR: A STUDY ON THE MEDIATING ROLE OF BLOGGER REVIEWS AND MODERATING EFFECT OF CONTENT CREDIBILITYFoda M. AISHA0Amany E. SALEM1Muhanna Y. ALMAKHAYITAH2Khaled GHAZY3Hisham M. AL-SMADI4Maria GOZNER5Mohamed A.S ELSAYED6Mass Media Communication Department, College of Arts, King Faisal University, Al-Ahsa, Saudi Arabia, e-mail: Faisha@kfu.edu.saSocial Studies Department, College of Arts, King Faisal University, Al Ahsa, Saudi Arabia; Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo, Egypt, e-mail: asalem@kfu.edu.saSocial Studies Department, College of Arts, King Faisal University, Al-Ahsa, Saudi Arabia, e-mail: malmakhayitah@kfu.edu.saDepartment of the Personnel Management and Psychology, Ural Federal University, Yekaterinburg, Russian Federation; Department of Hotel Management, Faculty of Tourism and Hotel Management, Helwan University, Cairo, Egypt, e-mail: Khaled.ghazy@fth.helwan.edu.egDepartment of Financial and Administrative Sciences, Ajloun College, AL-Balqa Applied University, Ajloun, Jordan, e-mail: dr-hsmadi@bau.edu.joDepartment of Geography, Tourism and Territorial Planning, Faculty of Geography, Tourism and Sport, University of Oradea, Oradea, Romania, e-mail: maria.gozner@didactic.uoradea.roHotel Management Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo, Egypt, e-mail: m4a.abdelrady@gmail.comThis study proposes investigating the effect of food value on food bloggers' reviews (i.e., the direct effect) and the customers' purchase intentions (i.e., the direct and indirect effects) of fast-food restaurants. In addition, this study examines the moderating role of content credibility on food blogger reviews and customers' purchase intention relationships. The quantitative method is used in this study to gather data from fast-food restaurant customers in Cairo, Egypt. Where 450 questionnaires were given out to fast-food restaurant customers, 354 valid questionnaires were gathered for analysis. The data were analyzed using SPSS and Amos software. Food value positively influences food bloggers' reviews and fast-food restaurant customers' purchasing intentions. Additionally, this research found that food blogger reviews mediate a positive relationship between food value and fast-food restaurant customers' intentions to purchase. Importantly, this study discovered that content credibility has a positive moderating impact on the relationship between food blogger reviews and the purchase intention of fast-food restaurant customers. The study contributes to the literature on tourism and hospitality, where we employed food value as a decisive and influencing factor in improving food bloggers' reviews and thus influencing fast-food restaurant customers' intention to purchase. Thus, fast-food restaurant managers should create all the suggested food values because of their impact on food bloggers' reviews and customers' intentions to purchase. https://gtg.webhost.uoradea.ro/PDF/GTG-1-2024/gtg.52101-1178.pdffood valuepurchase intentionword of mouthfood bloggers’ reviewscontent credibilityfast-food restaurant |
| spellingShingle | Foda M. AISHA Amany E. SALEM Muhanna Y. ALMAKHAYITAH Khaled GHAZY Hisham M. AL-SMADI Maria GOZNER Mohamed A.S ELSAYED UNDERSTANDING THE INFLUENCE OF FOOD VALUE ON FAST-FOOD CUSTOMER BEHAVIOR: A STUDY ON THE MEDIATING ROLE OF BLOGGER REVIEWS AND MODERATING EFFECT OF CONTENT CREDIBILITY Geo Journal of Tourism and Geosites food value purchase intention word of mouth food bloggers’ reviews content credibility fast-food restaurant |
| title | UNDERSTANDING THE INFLUENCE OF FOOD VALUE ON FAST-FOOD CUSTOMER BEHAVIOR: A STUDY ON THE MEDIATING ROLE OF BLOGGER REVIEWS AND MODERATING EFFECT OF CONTENT CREDIBILITY |
| title_full | UNDERSTANDING THE INFLUENCE OF FOOD VALUE ON FAST-FOOD CUSTOMER BEHAVIOR: A STUDY ON THE MEDIATING ROLE OF BLOGGER REVIEWS AND MODERATING EFFECT OF CONTENT CREDIBILITY |
| title_fullStr | UNDERSTANDING THE INFLUENCE OF FOOD VALUE ON FAST-FOOD CUSTOMER BEHAVIOR: A STUDY ON THE MEDIATING ROLE OF BLOGGER REVIEWS AND MODERATING EFFECT OF CONTENT CREDIBILITY |
| title_full_unstemmed | UNDERSTANDING THE INFLUENCE OF FOOD VALUE ON FAST-FOOD CUSTOMER BEHAVIOR: A STUDY ON THE MEDIATING ROLE OF BLOGGER REVIEWS AND MODERATING EFFECT OF CONTENT CREDIBILITY |
| title_short | UNDERSTANDING THE INFLUENCE OF FOOD VALUE ON FAST-FOOD CUSTOMER BEHAVIOR: A STUDY ON THE MEDIATING ROLE OF BLOGGER REVIEWS AND MODERATING EFFECT OF CONTENT CREDIBILITY |
| title_sort | understanding the influence of food value on fast food customer behavior a study on the mediating role of blogger reviews and moderating effect of content credibility |
| topic | food value purchase intention word of mouth food bloggers’ reviews content credibility fast-food restaurant |
| url | https://gtg.webhost.uoradea.ro/PDF/GTG-1-2024/gtg.52101-1178.pdf |
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