外文翻译原文-探索特产消费者的网上购买行为

International Journal of Hospitality Management 30 (2011) 855 865Contents lists available at ScienceDirectInternational Journal of Hospitality Managementjourna l h o me page: /locate/ijhosmanExploring the online buying behavior of specialtyAustinabaKeywords:Food-relatedTheorySpecialtyOnlineurgedTheoryspecialtydifferentinclinedexperiencedTheseandbetween 2011 Elsevier Ltd. All rights reserved.1. Introductiontoolgraphicalspecialtythat(believecompetitivecananismhelpter(andtercustomertheoreticalorsumer behavior and to reach out to diversified consumer segments0278-4319/$doi:The Internet has established itself as an important marketingin the global market, which can transcend time and geo-constraints. Entrepreneurs are continuously able to retailfoods to consumers online. Many studies have now showne-commerce holds enormous potential business opportunitiesCanavan and OReilly, 2004). Academics and practitioners alikethat the Internet phenomenon can create and/or improveadvantage based on two perspectives. First, businessesintegrate and establish a rigorous market segmentation mech-(Ryan et al., 2004), as market segmentation information canmanagers learn more about their target market, take bet-stock of market during the process of product developmentKotler and Keller, 2006) and increase the possibility of creatingdelivering customized products and services through a bet-understanding of the attitudes and motives of the targetedsegment. Second, studies have often applied differentfoundations (e.g., Technology Acceptance Model TAMthe Theory of Planned Behavior TPB) to understand online con-Corresponding author. Tel.: +886 970101363.E-mail addresses: .tw, .tw (A.R.-D. Liang).to improve sales performance (Koufaris, 2002; Hansen et al., 2004).The many food production companies (particularly small andmedium-sized enterprises) that understand consumer demand arebetter able to classify their customers and to segment them accord-ingly. However, very few studies have explored customer foodconsumption patterns or behaviors (Traill and Grunert, 1997; Ryanet al., 2004), and even fewer studies have explored these patternsin the context of consumer online food-buying behavior. Explor-ing online consumer behavior provides a better understanding ofconsumer segmentation in food demand and thus helps to lay thefoundation for developing an online marketing strategy for com-petitive advantage. Kesic et al. (2008) have also suggested thatdifferent customer behaviors with respect to different food typesshould be investigated further.Many segmentation variables are used to discuss customerfood-buying behavior in the food domain, such as demograph-ics, socio-demographics (Chisnall, 1994; Peter and Olson, 1994;Verbeke and Lopez, 2005), motivations and attitudes (McCarthyand Henson, 2005), religious traits (Herndon, 2008), culture/socialbackground (Blundell et al., 2008) and psychographic segmenta-tion (e.g., lifestyle or food-related lifestyle; FRL) (Grunert et al.,1993; Lin, 2002). FRL is one of the most elaborate segmenta-tion tools within the food research field; it helps illustrate howpeople evaluate food with respect to their individual life values. see front matter 2011 Elsevier Ltd. All rights reserved.10.1016/j.ijhm.2011.01.006Rong-Da Lianga, Wai Mun LimbDepartment of Marketing and Logistics Management, National Penghu University of ScienceSchool of Tourism and Hospitality, University of Plymouth, UKr t i c l e i n f olifestyle (FRL)of Planned Behavior (TPB)fooda b s t r a c tFood producers are experiencingtage. Past researchers haveto different consumer behaviorThis study integrates thecharacteristics of online cess among consumers withonline were surveyed. Findingscialty food online; more arewhen using a website, andconsumers into traditionalistsa two-step cluster analysis.attitudes toward online specialtyintention, (e) demographicswhether there is a correlationreveal relevant ways for managersfood shoppersand Technology, No. 300, Liu-Ho Rd., Magong, Penghu 880, Taiwan, ROCa fast-growing need to use the Internet to enhance competitive advan-the need to understand market segmentation mechanisms as appliedmodels to better understand the online buying behavior of consumers.of Planned Behavior and food-related lifestyle to explore consumersfood buying behavior, and the differences in the online buying pro-FRL. 569 undergraduate students who purchased specialty foodindicated that consumers have positive attitudes toward purchasing spe-to heed the suggestions of others, perceive higher levels of controla higher intention to purchase online. The study then classifiedor adventurous and healthy-conscious groups based on their FRL viatwo groups of consumers had significant differences in terms of (a)food buying, (b) subjective norms, (c) perceived control, (d) behavioral(f) online specialty food-buying behavior. This investigation exploredconsumer FRL and online specialty food-buying behavior. Findingsto enhance their website marketing strategies.856 A.R.-D. Liang, W.M. Lim / International Journal of Hospitality Management 30 (2011) 855 865Investigating consumer food-buying attitudes, Ryan et al. (2004)surveyed 1000 consumers in order to examine their food-relatedlifestyles and socio-demographic segmentation. The results indi-cated that consumer food lifestyles could be divided into: (1)hedonistic food consumers, (2) conservative food consumers, (3)extremely uninvolved food consumers, (4) enthusiastic food con-sumers, (5) moderate food consumers, and (6) adventurous foodconsumers.categorizationsisticsevaluatingfoodsTheorybuyingnotwithofsumersbehavioral2001(e.g.,inmarketfood-buyingketingtherespectthisTPB,behavior.2.2.1.consensusbyandregionalencouragebasicquality69)possessingdardleastuctlimitedundergoneniques);arisesextraordinaryits(DTZlocalvors.food,isfoodMcCarthywithing individuals feel different from other consumers. This may bethe case, for example, when consumers purchase macadamia nuts;they may feel satisfied from seeing the peaceful, exotic image ofHawaii on the packaging.The present study thus argues that local specialty food couldenhance consumer impressions of local communities and instillstronger feelings of loyalty and community spirit (Ventura and derIn addition, Wycherley et al. (2008) argued that thesecould help in understanding consumer character-by segmenting the food market according to FRL and thenpositive attitudes and preference levels toward specialtyin each of the FRL segments.Shim et al.s (2001) adoption of Fishbein and Ajzens (1975)of Planned Behavior (TPB) model revealed that online food-behavior has three classifications. First, food is purchasedonly for survival but also as a means to facilitate communicationothers; consumer behavior is thus influenced by the cognitionothers (i.e., subjective norms) (Hansen et al., 2004). Second, con-who have the necessary ability and resources (i.e., perceivedcontrol) develop an online buying behavior (Shim et al.,). Third, the consumers will utilize personal cognition resourceattitudes or beliefs) to deal with difficulties and confront risksonline buying.This study therefore aims to fill this research gap by (i) analyzingsegmentations of consumer demand, (ii) evaluating onlinebehavior and (iii) developing preliminary online mar-strategy for food retailers. No studies have yet examinedunderlying food-related lifestyles of individual consumers withto their online specialty food-buying behavior. Therefore,research, which draws on the food-related lifestyle scale andseeks to empirically examine online specialty food-buyingLiterature reviewSpecialty foodsDefining specialty goods can be a challenging task, as there is noon a universal definition, which is further complicatedthe various definitions of specialty goods that are made by firmsfor-profit organizations. Wycherley et al. (2008) argued thatspecialty food producers retail high-quality products tohigher consumer spending. Accordingly, there are threecharacteristics of such products, namely, premium price,and limited distribution products. Murphy et al. (2002) (p.defined specialty goods as products outside the mainstreamspecific qualities, which differentiate them from stan-foods. These qualities are derived from a combination of attwo of the following features: (1) exclusiveness (i.e., the prod-is produced on a small scale and is therefore only available inquantities); (2) processing (i.e., the product has at leastprimary processing using non-industrial artisan tech-(3) distinctiveness (i.e., the distinctiveness of the productfrom a combination of all or some of the following attributes:packaging, premium price, renowned origin, and/orunique design).In addition, the success of the specialty food product marketPieda Consulting, 1999) depends on uniqueness, support forproducers (Datamonitor, 2005) and unusual or interesting fla-Therefore, specialty foods should stress (1) the origins of the(2) the producer in order to personify the specialty food, whichdone mostly through packaging, and (3) connections between theand a specific place (Ventura and der Mulen, 1994). Moreover,et al. (2001) proposed that food could provide consumersspecial emotional meaning through packaging aimed at mak-Mulen, 1994). Specialty food allows customers to indulge in whatthey regard as high-quality food (Wittner, 2003). For this research,specialty food is defined as high-quality food with attractive pack-aging that conveys the image of a local community (e.g., Hawaiismacadamia nuts).2.2. Theory of Planned Behavior (TPB)The theory of planned behavior is a cognitive model of humanbehavior (Ajzen, 1985); its core goal is to understand clearly andthus predict defined behaviors. Fishbein and Ajzen (1975) sug-gested that intention can be understood by stipulating that actionis influenced by attitude, subjective norm and cognitive control.Oliver (1997) defined intention as a stated likelihood to engage ina behavior. Ajzen (2001) argued that attitude represented an indi-viduals positive or negative perception and evaluation of behavior;subjective norm is defined as an individuals perception of whetherpeople important to the individual think the behavior should beperformed; and cognitive control represents the cognitive levelof individual behavior under control. The TPB model is a simpleand comprehensive framework that encompasses many behavioralfactors (Fishbein and Ajzen, 1975).Oconnor and White (2010) investigated Australian functionalfoods and non-users of vitamin supplements, concluding that thefood-buying attitude of participants positively influences buyerwillingness. Subjective norms also play an important role in buyerbehavioral intention; this has been confirmed by research on mar-keting and consumer behavior (Baker et al., 2007; Cheng et al.,2005). Lupton (1994) argued that food and cuisine are basicelements in which consumption occurs not only for functional pur-poses (i.e., to prevent hunger) but also for communication purposes(Douglas and Isherwood, 1996). Social norms have become impor-tant factors in influencing individual buying behavior. A number ofstudies have demonstrated that intention to purchase is positivelyinfluenced by the self confidence that consumers have in their abil-ity to perform behavior (Conner and Abraham, 2001; Taylor andTodd, 1995). For instance, Hansen et al. (2004) found that perceivedbehavioral control, subjective norm and online buying attitudehave a positive influence on individual online buying intention. Lamet al. (2007) similarly proved that there was a positive relationshipbetween attitudes, subjective norms and behavioral intention. Thisresearch therefore proposes the following hypotheses:H1. Attitudes toward online specialty food buying have positiveinfluence on behavioral intention.H2. Subjective norms have a positive influence on behavioralintention.H3. Perceived behavioral control has a positive influence onbehavioral intention.2.3. Food-related lifestyleThe concept of FRL (Bruns and Grunert, 1995) can be used tomeasure peoples attitude toward food (Hoek et al., 2004). FRL orig-inated in the 1990s (Bruns and Grunert, 1995; Grunert, 1993) andhas been discussed using means-end chain theory (Bruns et al.,2004a). Centre for Research on Customer Relations in the Food Sec-tor (i.e., the MAPP Institute in Denmark) established a FRL scaleA.R.-D. Liang, W.M. Lim / International Journal of Hospitality Management 30 (2011) 855 865 857by adopting means-end chain theory as the foundation of food-related lifestyle development (Ryan et al., 2004). Means-end chaintheory consists of three related elements, namely, attributes, con-sequences and values. The theory explains how product attributesare correlated with consumption results, which may in turn alsorelate to life values (Bech-Larsen et al., 1996). Means-end chaintheory can be applied to food-related lifestyle for many reasons.Forattitudeslevelsshipmotivationchain-self-correlationbetweenindividualtowardsuch(aprocesses.dimensionsis,shoppingwhethertocriteria,investigatehowaspectsproducttigatetheseconsumptionappealculturaletcharacteristics(2010)triesandbetweenHoekattitudesvegetarian,Resultsetariansthehealth.cialtycategories:sumer,(5)thisadventurouseratesnackingtheaboutfoodspecialtiessumertypesssumers; using cluster analysis, they found five types of consumersbased on the food-related lifestyle scale: (1) relaxed consumers,(2) traditionalists, (3) modern consumers, (4) concerned nutrition-ists and (5) experimentalists. In addition, these researchers alsocompared attributes of different food-related lifestyle and social-demographic characteristics; for example, experimentalists havehigher incomes, are more likely to have college (or above) degreesexample, it allows us to measure consumer preferences andtoward specific products under different attractiveness(Gutman, 1982). In addition, the theory explains the relation-between consumer product attribute cognition and abstract(or value) (Bruns and Grunert, 2007). In other words,explains product characteristics and valuesfood-related lifestyle and means-end chains; therefore,value of consumers, situation-cognition and behaviorspecific products can be mediated (Grunert, 2006).FRL has been defined as a consumers valuation of a food productthat its consumption leads to self-satisfactory consequencesGrunert et al., 1996). The food-related lifestyle scale measuresconsumers attitudes toward food, shopping and consumptionRyan et al. (2004) measured 23 food-related lifestyleand represented five key elements from 69 items (thatstatements). The five key elements are as follows. First, ways ofreflect consumer food purchase behavior with regard totheir decision-making is characterized by their tendencyread product information, their enjoyment due to shopping, priceand the use of a shopping list. Second, cooking methodshow purchased items are converted into meals, such asmuch time is used for the preparation of a meal. Third, qualityillustrate attitudes toward health and nutrition, includingenjoyment attributes. Fourth, purchasing motives inves-what consumers expect from meals and the importance ofexpectations, such as the role of food in social relations. Fifth,situation represents the importance of meals and theof dining out. The FRL scale has also been applied to differentbackgrounds and cross-cultural validity tests (Prez-Cuetoal., 2010; Wycherley et al., 2008).Food consumers have differing opinions with respect to foodand demographic characteristics. Prez-Cueto et al.surveyed 2437 participants from five European coun-and collected information on demographic characteristicsfood-related lifestyles in order to evaluate the relationshipfood-related lifestyle and weight. Focusing on Denmark,et al. (2004) investigated social-demographic characteristics,toward food and the health condition of vegetarians, non-consumers of meat substitutes and meat consumers.showed similar demographic characteristics between veg-and consumers of meat substitutes. Not surprisingly,study found that vegetarians paid more attention to theirCategorizing consumer attitude and behavior toward spe-food, Wycherley et al. (2008) segmented FRL into six(1) the adventurous consumer, (2) the careless con-(3) the conservative consumer, (4) the rational consumer,the snacking consumer and (6) the uninvolved consumer. Inscheme, there are two specialty orientations, namely, theconsumer and the rational consumer; the two mod-specialty orientations are the careless consumer and theconsumer. Among them, the adventurous segment ismost specialty-oriented, as this group of consumers carethe quality of specialty foods, take interest in trying newand search for multiple food choices; in addition, culturalwill also attract their attention. The adventurous con-appears to have a stronger desire to buy non-conventionalof products and uses organic as well as specialty foodto achieve this goal. Kesic et al. (2008) surveyed Croatian con-and are likely more experiment with foreign and new recipes. Thisresearch therefore suggests Hypothesis 4:H4. Consumers with different FRLs have significant differences indemographic variables.According to Ryan et al. (2004), consumer FRL can be divided intosix categories, including hedonistic food consumers, conservativefood consumers, extremely uninvolved food consumers, enthusi-astic food consumers, moderate food consumers, and adventurousfood consumers. Different FRLs appear to differ in their empha-sis on or extent of trust in the suggestions of others as well asin buying attitude and degree of food preparation. Kesic et al.(2008) segmented FRL into five types, including relaxed con-sumers, traditionalists, modern consumers, concerned nutritionistsand experimentalists; they also argued that different food-relatedlifestyles have different trial intentions. For example, experimen-talists have a greater preferenc