Consumers’ perceptions,attitudes and behavioral intentions regarding the symbolic consumption of auspiciously named foods |
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| Institution: | 1. School of Tourism Management, Sun Yat-sen University, 135 Road Xin Gang Xi, Guangzhou 510275, China;2. College of Professional and Continuing Education, The Hong Kong Polytechnic University, 9 Hoi Ting Road, Yau Ma Tei, Kowloon, Hong Kong, China;1. School of Business Management, Shanghai International Studies University, China;2. Department of Hospitality & Tourism Management, Isenberg School of Management, University of Massachusetts, United States;1. The School of Hospitality Business, Broad College of Business, Michigan State University, 667 N. Shaw Lane, East Lansing, MI 48825, USA;2. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard, Orlando, FL 32819, USA;3. Dedman School of Hospitality, Florida State University, B4113 University Center, 288 Champions Way, Tallahassee, FL 32306, USA;1. Management and Marketing Department, College of Business, Louisiana State University Shreveport, One University Pl, Shreveport, LA 71115, United States;2. Hospitality and Tourism Management, College of Health and Human Sciences, Purdue University, 900 W. State Street, West Lafayette, IN 47907, United States;1. School of Tourism Management, Sun Yat-Sen University, China;2. School of Tourism Management, Sun Yat-Sen University, Tang Jia Wang, Xiangzhou, Zhuhai, China;3. Zhujiang College, South China Agricultural University, Cong Hua, Guangzhou, Guangdong, China;1. NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, Campus de Campolide, 1070-312 Lisboa, Portugal;2. School of Hospitality and Tourism Management, Spears School of Business, Oklahoma State University, USA;3. School of Hospitality Management, The Pennsylvania State University, USA |
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| Abstract: | The extant literature documents the significance of an auspicious naming strategy using lucky names and/or numbers to promote consumer behavior. However, this practice has rarely been examined in the hospitality literature. Therefore, by integrating value-belief-norm (VBN) theory and the theory of reasoned action (TRA), this study developed a consumer behavior model to examine the influence of customer perceptions of auspiciously named foods on their attitudes and purchase intention. In total, 475 surveys were collected using a panel data service in China. This study examined the structural relationships among personal values, superstitious beliefs, attitudes, social norms, and purchase intentions. The results revealed the salient role of social norms in determining auspicious consumption. Additionally, age was found to moderate the effects of attitude and social norms on purchase intention. These results provide important insight into how to develop effective marketing strategies to increase the sales of auspiciously named food products. |
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| Keywords: | Food names Social norms Value-belief-norm theory Theory of reasoned action |
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