Wenwen Liang

Wenwen Liang


Research Focus & Metrics

Academic Career Length

4Years (2023-Present)

(Calculated once Scilit publication data is synced: current year − year of first publication + 1)

Representative Publications

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17 October 2023 in Foods
Verified
Journal Article
Open access
PDF file
YXYanling Xiong
Yanling Xiong
XLXiaoxi Lin
Xiaoxi Lin
XWXiao-Wei Wen
Xiao-Wei Wen
YWYiqin Wang
Yiqin Wang
WLWenwen Liang
Wenwen Liang
TXTianyang Xing
Tianyang Xing
The demand for pre-made dishes has increased in China. However, a detailed understanding of residents’ intention to consume pre-made dishes is lacking in the existing studies. This research aims to investigate the consumer motives and intention to consume pre-made dishes. Through in-depth interviews and analysis, this research explores the factors influencing the residents’ intention along the research steps of grounded theory. Fifty-one residents participated in semi-structured interviews via face-to-face or online interviews. Three motives for purchasing pre-made dishes were attitude, subjective norm, and perceived control. These were influenced by external factors, including environmental features and product features. Subjective characteristics are pre-existing characteristics of individuals themselves, including cooking skills, food skills, housework allocation, and eating attitudes, which play a moderating role in the relationship between external factors and consumer motives. Based on the six major categories, this study built a model of the formation mechanism of the consumer intention to consume pre-made dishes. It revealed the psychological attribution of residents’ consumption of pre-made dishes. The finding of this study contributes to the understanding of the internal logic of PMDs’ consumer intention formation. It would be a guide for researchers to map out appropriate business development strategies, and provide evidence for the government in formulating management policies.