Influence of Thai Street Food Quality, Price, and Involvement on Traveler Behavioral Intention: Exploring Cultural Difference (Eastern versus Western).
Yoksamon JeahengAmr Al-AnsiBee-Lia ChuaAbdul Hafaz NgahHyungseo Bobby RyuAntonio Ariza-MontesHeesup HanPublished in: Psychology research and behavior management (2023)
The findings revealed that Thai street food quality positively and significantly predicted the international tourists' perceived reasonable prices, involvement, and repurchase decisions. Perceived reasonable prices and involvement were found to be important mediators between Thai street food quality and repurchase intentions. Moreover, this research identified the significant moderating role of Eastern and Western cultures.