Understanding on-the-go consumption: Identifying and quantifying its determinants |
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| Institution: | 1. Marketing, University of Surrey, Surrey Business School, Guildford GU2 7XH, UK;2. Technology and Industrial Goods Marketing, Faculty of Business, Economics, and Social Sciences, TU Dortmund University, 44221 Dortmund, Germany;3. CMO, Wohnambiente Heider–Heinevetter, Koenigswinterer Strasse 319, 53639 Koenigswinter, Germany;1. Peter T. Paul College of Business and Economics, University of New Hampshire, 10 Garrison Avenue, Durham, NH 03824-2602, United States;2. School of Business and Information Technology, University of Ontario Institute of Technology, Oshawa, Ontario, Canada;3. Marketing School of Management, The Sage Colleges, 140 New Scotland Ave, Albany, NY 12208, United States;1. Faculty of Business & Law, Swinburne University of Technology, Hawthorn, Victoria, 3122, Australia;2. School of Business & Law, Edith Cowan University, Perth 6027, Australia;3. Sripatum International College, Sripatum University, Bangkok 10900, Thailand;1. Department of Business Administration, I-Shou University No.1, Sec. 1, Syuecheng Rd., Dashu District, Kaohsiung City 84001, Taiwan;2. Associate Professor of Marketing, College of Management, Yuan Ze University, 135 Yuan-Tung Road, Zhongli Dist., Taoyuan City 32003, Taiwan |
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| Abstract: | Although the amount of food and beverages consumed on-the-go has been increasing, existing research has not sufficiently examined this behavior. This study uses a mixed methods design with a qualitative study to identify four determinants of on-the-go consumption: time pressure, price consciousness, health orientation, and enjoyment. Combining the qualitative results with Behavioral Decision Theory, eight hypotheses are derived about the influence of the four determinants as well as their interrelations. Hypotheses testing and predictive validity assessment are based on two large-scale consumer samples, one main study and one validation study. The results confirm a significant influence of utilitarian determinants (time pressure and price consciousness), though they are less important than the hedonic determinant. Implications for retail managers are presented, as these results challenge conventional practices. Moreover, existing theory is extended beyond a distinction between utilitarian and hedonic motives by regarding health orientation as a hybrid determinant of on-the-go consumption. |
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| Keywords: | Food consumption Retail services Time pressure Price consciousness Health orientation Structural equation modeling |
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