An Exploratory Study on Factors Influencing University Students Intention to Patronize Food Trucks

Tan Poh Leong, . and Audrey Malenee Mariadass, . and Lee Boon Kai, . An Exploratory Study on Factors Influencing University Students Intention to Patronize Food Trucks. pp. 1429-1449. ISSN 0128-7702

Recognising the increase of food trucks as well as the failure rate of businesses in Malaysia this study explores the patronization intention of university students towards food trucks. The results will contribute towards an increased understanding of the food truck business potential especially for its operators by firstly understanding what influences their customers or potential customers intention to patronize food trucks. Theory of Planned Behaviour (TPB) has been employed in this quantitative study. Systematic sampling was used and the data was collected through an online survey from 263 respondents. SmartPLS software and Variance Based Structural Equation Modelling (VB-SEM) were used to analyse the data. Overall the findings indicated a significant relationship between all the variables studied in the TPB model; attitude subjective norms perceived behavioural control convenience and product attribute with patronization intention. The outcome of this research provides information to food truck business operators which can be taken into consideration when planning ways to increase students patronage.

Full text available from: Official URL: http://www.pertanika.upm.edu.my/resources/files/Pe...

Abstract

Recognising the increase of food trucks as well as the failure rate of businesses in Malaysia this study explores the patronization intention of university students towards food trucks. The results will contribute towards an increased understanding of the food truck business potential especially for its operators by firstly understanding what influences their customers or potential customers intention to patronize food trucks. Theory of Planned Behaviour (TPB) has been employed in this quantitative study. Systematic sampling was used and the data was collected through an online survey from 263 respondents. SmartPLS software and Variance Based Structural Equation Modelling (VB-SEM) were used to analyse the data. Overall the findings indicated a significant relationship between all the variables studied in the TPB model; attitude subjective norms perceived behavioural control convenience and product attribute with patronization intention. The outcome of this research provides information to food truck business operators which can be taken into consideration when planning ways to increase students patronage.

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Item Type:	Article
AGROVOC Term:	Food
AGROVOC Term:	Food service
AGROVOC Term:	Students
AGROVOC Term:	Universities
AGROVOC Term:	Businesses
AGROVOC Term:	Surveys
AGROVOC Term:	Trends
AGROVOC Term:	Attitudes
AGROVOC Term:	Behaviour
AGROVOC Term:	Convenience foods
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:54
URI:	http://webagris.upm.edu.my/id/eprint/9013

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