Abstract:
Purpose-The purpose of this study is to explain the changes in consumer behavior
observed in the catering industry in China during COVID-19, and to use the
influencing factors and considerations of food safety and price strategies to make a
preliminary understanding and preliminary assessment of the impact of price and
food safety on consumer behavior.
Design/ Methodology/ Approach-This research uses a 20-question questionnaire to
conduct a quantitative study, and the questionnaire is distributed to 180 respondents
who have consumed in Haidilao to varying degrees. Demographic factors are
divided into several types, including age, gender, occupation, monthly disposable
income and consumption status in Haidilao in the past year. Conduct a preliminary
analysis to extract and examine behavior patterns and practices and an assessment of
potential dominant considerations. Further statistical analysis is carried out to
confirm the reliability of the data, and at the same time, a validity test is carried out
to analyze the factors. Hypothesis is tested with structural equation model.
Finding-The survey results show that variables such as food safety and price
strategies have a significant contribution to consumer behavior. The research can
explore the basic principles of current catering consumers' consumption decisions
and determine the importance of factors that are only considered to have a potential
relationship or no significant influence on consumer behavior. This provides an
overview of the status qua of consumption in China’s catering industry and is helpful
for further research.
Originality/Value-This research focuses on how food safety and price strategies
affect consumer behavior. This may provide a basis for further research in the future.
As a model for understanding consumer behavior in China's catering industry, it may
prove beneficial and useful after the epidemic, so as to help relevant markets,
industries and institutions understand the intentions and considerations of catering
consumers.
