Volume 28 Number 2, 2023

Food and Beverage (F&B) Consumption Behavior Changes During COVID-19 in the Taiwan's Aging Society

Chih Ming Tsai^a,b*, Kai Chung Wang^c
a Dept. of Industrial Engineering and Management, National Chin-Yi University of Technology, Taichung City, Taiwan (R.O.C)
^b Dept. of Marketing and Distribution Management, Hsing Wu University, New Taipei City, Taiwan (R.O.C.)
cmtsai@ncut.edu.tw
^c Taipei Fuhsing Private School, Taipei City, Taiwan (R.O.C)

ABSTRACT

This study examines the relationships among perceived value, trust, electronic word of mouth (eWOM), and online purchasing intention to determine Food and Beverage (F&B) consumption behavior changes in Taiwan’s aging society since the onset of COVID-19. The 305 valid online questionnaires received from people above the age of 55 who had prior online purchasing experience of F&B products in the past year in Taiwan have been obtained to implement data analysis through confirmatory factor analysis and structural equation model. The results reveal that eWOM positively affects trust, both eWOM and trust positively affect perceived value, and perceived value positively affects online purchasing intention. While eWOM and trust do not have a direct positive effect on online purchasing intention, perceived value has a mediation effect on the relationship between eWOM and online purchasing intention and the relationship between trust and online purchasing intention. Lastly, this study proposes pragmatic suggestions to merchants to better adapt to ever-changing consumer behavior.

JEL Classification: M10, M31

Keywords: perceived value, trust, electronic word-of-mouth, online purchasing intention

Cite this article: 

Tsai, C., and Wang, K.C., 2023, Food and Beverage (F&B) Consumption Behavior Changes During COVID-19 in the Taiwan's Aging Society, International Journal of Business, 28(2), 006. https://doi.org/10.55802/IJB.028(2).006