TY - JOUR
T1 - Qualitative Assessment of Key Beliefs in Regards to Consumers’ Food Truck Visits
AU - Shin, Yeon Ho
AU - Im, Jinyoung
AU - Severt, Kimberly
N1 - Funding Information:
This work was supported by the Mary A. Crenshaw Endowed Research Fund, College of Human Environmental Sciences at The University of Alabama;
Publisher Copyright:
© 2019, © 2019 Taylor & Francis Group, LLC.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020/3/3
Y1 - 2020/3/3
N2 - Despite the recent booming of the food truck industry, no research has identified consumers’ underlying beliefs in regards to their food truck visits. To discover underlying cognitive structure about consumers’ food truck visits, this study utilized the theory of planned behavior (TPB) and examined salient behavioral beliefs, normative beliefs, and control beliefs with an elicitation study. A content analysis was performed with a total of 200 responses using Nvivo 10. Consequently, this study identified a range of advantages (e.g., unique and/or different food), disadvantages (e.g., sanitation), referent groups (e.g., family), and barriers and facilitators (e.g., proximity). Based on the findings, practical and theoretical implications were discussed.
AB - Despite the recent booming of the food truck industry, no research has identified consumers’ underlying beliefs in regards to their food truck visits. To discover underlying cognitive structure about consumers’ food truck visits, this study utilized the theory of planned behavior (TPB) and examined salient behavioral beliefs, normative beliefs, and control beliefs with an elicitation study. A content analysis was performed with a total of 200 responses using Nvivo 10. Consequently, this study identified a range of advantages (e.g., unique and/or different food), disadvantages (e.g., sanitation), referent groups (e.g., family), and barriers and facilitators (e.g., proximity). Based on the findings, practical and theoretical implications were discussed.
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U2 - 10.1080/1528008X.2019.1627271
DO - 10.1080/1528008X.2019.1627271
M3 - Article
AN - SCOPUS:85068599850
VL - 21
SP - 129
EP - 145
JO - Journal of Quality Assurance in Hospitality and Tourism
JF - Journal of Quality Assurance in Hospitality and Tourism
SN - 1528-008X
IS - 2
ER -