Are you still willing to use pre-made dishes? Examining young customers' continuous usage intention in the Chinese emerging market

Abstract

PurposeThis study empirically examined four value attributes (e.g. conditional value, functional value, epistemic value and price consciousness) influencing young customers’ attitudes, word-of-mouth (WOM) and continuous usage intentions. Subjective norm was positioned as the moderator, while WOM was identified as the mediator.Design/methodology/approachThis study collected data from 252 Chinese young customers using purposive sampling technique and utilized PLS-SEM to examine the interrelationships among variables.FindingsThe findings confirmed that the four value attributes (i.e. conditional value, functional value, epistemic value and price consciousness) significantly influence young consumers' attitudes toward pre-made dishes (PMDs). Additionally, attitudes and WOM positively influence continuous usage intention, with WOM acting as a mediator between attitudes and continuous usage intentions. Furthermore, subjective norm partially moderates the value-attitude-behavior (VAB) model.Practical implicationsPMDs manufacturers should take into account the consumption values and price consciousness of young customers when developing marketing campaigns. Subjective norm and WOM continue to be key factors in enhancing continuous intention.Originality/valueThis study expands the applicability of the VAB model, the theory of consumption value (TCV), and the theory of planned behavior (TPB), enriching the literature on PMDs by examining four value attributes and moderating factors influencing continuous usage intention.