Title: Predictors of purchase intention in gastronomic establishments in the City of Medellin

Authors: Rodolfo Casadiego-Alzate; Isabella Marín-Cuartas; Cristian Santiago Toro-Herrera; Alejandro Silva-Cortés; Marianela Luzardo-Briceño

Addresses: Department of Marketing and Branding, University Institution Politécnico Grancolombiano, Medellín, Colombia ' Department of Marketing and Branding, University Institution Politécnico Grancolombiano, Medellín, Colombia ' Department of Marketing and Branding, University Institution Politécnico Grancolombiano, Medellín, Colombia ' Department of Management Sciences, Metropolitan Technological Institute of Medellín, Medellín, Colombia ' Department of Basic Sciences, University of Medellin, Antioquia, Colombia

Abstract: The pandemic caused by COVID-19 adversely impacted the gastronomy sector, affecting company-customer interactions. This research aimed to identify the variables influencing purchase intentions within Medellin's gastronomic establishments, for this, a quantitative exploratory approach was conducted, and 418 consumers were surveyed. Data analyses were conducted via RStudio, entailed confirmatory factor analysis for construct validation and structural equation modelling to examine causal relationships. As results factors like hedonic value, user-generated content, perceived risk, corporate image, perceived quality, attitude towards the restaurant, and restaurant type were assessed for their impact on purchase intention. Notably, while the perceived quality was statistically significant, it is inversely correlated with purchase intention, implying a diminished inclination to dine upon perceiving quality decline. These insights provide a comprehensive understanding of consumer decision making during the pandemic, facilitating strategies for optimal market positioning amidst evolving demographic-cultural dynamics and business chaos. This assessment has broader implications than the gastronomic domain.

Keywords: hedonic value; perceived quality; purchase intention; restaurant type; structural equation modelling; SEM.

DOI: 10.1504/IJADS.2025.143090

International Journal of Applied Decision Sciences, 2025 Vol.18 No.1, pp.113 - 135

Received: 24 Mar 2023
Accepted: 19 Jun 2023
Published online: 03 Dec 2024 *

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