The causal model of the influence of street food’s perceived value and food consciousness toward behavior intention under mediating effects of satisfaction

Abstract

This study aims to 1) examine perceived value and food consciousness on behavior intention 2) To investigate perceived value and food consciousness on behavior intention by satisfaction mediating 3) To develop model of the causal factor effect of perceived value and food consciousness on behavior intention mediated by satisfaction. The researcher defined the population for this research as a group of executives of Thai tourists traveling in Bangkok area while the purposive sample group totaling 400 subjects which were selected by the samples must be Thai tourists who have previously bought or used the Wongnai Users’ Choice award- winning street food service in Bangkok in three research areas. (from the literature review): 1) Soi Rambuttri/ Khao-san Road 2) Chinatown or Yaowarat and 3) Chatuchak Market. Data was collected by questionnaires distributed during December, 2020 to December, 2021. Finally, data was analyzed by Structural Equation Modeling: SEM. Findings from the research suggested that perceived value of street food restaurants gave the highest importance to economic value, or factors related to the value of the product for the money paid. Second is physical value or factors that must be obtained such as the appearance of the food, scenery, the environment of the store or cleanliness of the store and emotional value related to responding to customer needs such as having convenient and fast service or Staff can recommend or provide knowledge about the food that can be prepared. Nevertheless, the three important factors have a high level of importance and are very similar. It can be concluded that the above three factors are important in attracting customers and creating awareness about the store. As for the factor that is least important, social value tends to be given the least importance, which is clearly less than the factors above.