A Study On The Effects Of Health Value On Healthful Food Selection Intention At Restaurants

With the profound diet culture and high rates of obesity,people increasing awareness of the value of a healthy diet.At present,most of the research on customers’ health value are western culture as the background,based on the research of Chinese scene is relatively scare,and often will be treated as gender as demographic variables,no further to explore the influence of gender.Therefore,this paper,which is based on Chinese cultural background,focused on the impact of health value on customer food selection intention,and added gender as a moderator to further explore and improve the mechanism.It can enrich theoretical understanding of health value and offer more targeted marketing strategy for catering services to customers of different type and gender.This paper reviewed the theories of health value,value-attitude-behavior model and health food consumption,and then presented the research questions based on summing up the status quo and the limitations of previous studies,and built theoretical assumptions.We investigated 400 consumers of China.Applying statistical soft wares of AMOS21.0 and SPSS 20.0,this paper drew the following conclusions:(1)Health value has a significant influence on customer’ food selection intention.(2)Health value has a significant influence on attitude toward taste.(3)Health value has a significant influence on attitude toward healthfulness.(4)Attitude toward taste has a significant influence on customer’ food selection intention.(5)Attitude toward healthfulness has a significant influence on customer’ food selection intention.(6)Attitude toward taste has a mediating effect on the relationship between health value and customer’ food selection intention.(7)Attitude toward healthfulness has a mediating effect on the relationship between health value and customer’ food selection intention.(8)Gender has no moderating effect on the relationship between health value and attitude toward healthfulness.(9)Gender has a moderating effect on the relationship between health value and customer’ food selection intention.(10)Gender has a positive moderating effect on the relationship between health value and attitude toward taste.Finally,this paper discussed and analyzed the above conclusions and presented managerial implications and recommendations.At the end of this study,this paper pointed out the limitations and future research directions.