作者：Lin, Xiaoxi; Xiong, Yanling; Wang, Yiqin; Tang, Huajun; Wen, Xiaowei

期刊:《Journal Of Retailing  and Consumer Services 》

出版时间：2025, Vol.82

校内级别：T2类

DOI: 10.1016/j.jretconser.2024.104132

摘要：

With the flourishing development of domestic and international market potential for pre-made dishes (PMDs), an increasing number of PMD enterprises are redirecting their focus towards foreign markets, particularly within the Regional Comprehensive Economic Partnership (RCEP) member countries. This study aims to analyze the intentions of overseas Chinese consumers to consume Chinese PMDs by employing structural equation modeling (SEM) within the framework of the theory of planned behavior, utilizing a sample of 594 overseas Chinese people residing in RCEP member countries. The findings reveal that home ethnocentrism and cosmopolitanism positively influence their purchase intentions, whereas host ethnocentrism exerts a negative influence. Subjective norms, attitude, and perceived behavioral control mediated these relationships, with food quality moderating the mediating pathways. These insights contribute to a deeper understanding of purchase intentions and their underlying mechanisms within overseas Chinese people, providing valuable guidance for Chine发布se PMD enterprises regarding their strategic expansion into international markets. Furthermore, this study offers important insights for enterprises from other countries engaged in food export, facilitating their penetration into global markets.

关键词：

Consumer ethnocentrism; Cosmopolitanism; Food quality; Pre-made dishes; Theory of planned behavior

基金：

National Natural Science Foundation of China [71633002]; Special Fund Project for Science and Tech-nology Innovation Strategy of Guangdong Province [pdjh2024b085]; Humanities and Social Sciences Fund of the Ministry of Education [24YJC630249]; Guangdong Youth Planning Office of Philosophy and Social Science [GD23YGL33]; Guangdong Basic and Applied Basic Research Foundation [2023A1515110342]