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Understanding consumers' intention to revisit bubble tea stores: an application of the theory of planned behaviour

Kian Yeik Koay (Department of Marketing Strategy and Innovation, Sunway University, Subang Jaya, Malaysia)
Chee Wei Cheah (School of Business, Shenzhen Technology University, Shenzhen, China)

British Food Journal

ISSN: 0007-070X

Article publication date: 6 June 2022

Issue publication date: 9 February 2023

2078

Abstract

Purpose

Although the bubble tea market has been growing rapidly in recent years, not many studies have been conducted to understand why consumers revisit bubble tea stores. This study aims to understand consumers' intention to revisit bubble tea stores drawing on the theory of planned behaviour (TPB).

Design/methodology/approach

Using the online survey method, data are collected from 166 bubble tea drinkers in Malaysia. Partial least squares structural equation modelling (PLS-SEM) is used to verify the hypotheses.

Findings

The findings indicate that attitudes, subjective norms and perceived behavioural control have a significant positive influence on revisit intention. In addition, product quality, price fairness and store atmosphere have a significant positive influence on attitudes. Support is not found for the positive influence of service quality on attitudes.

Originality/value

This study provides fresh insights into the factors that influence consumers' intention to revisit bubble tea stores with empirical data from Malaysia. Furthermore, this study also offers useful practical recommendations to bubble tea store owners or franchisers on how to retain consumers.

Keywords

Acknowledgements

This research is part of the Sunway University Rewarding Research Output (RRO) Grant 2022 (No: GRTIN-RRO-45-2022) funded by Sunway University. The authors are thankful to those who directly or indirectly contributed to this research.

Citation

Koay, K.Y. and Cheah, C.W. (2023), "Understanding consumers' intention to revisit bubble tea stores: an application of the theory of planned behaviour", British Food Journal, Vol. 125 No. 3, pp. 994-1007. https://doi.org/10.1108/BFJ-01-2022-0025

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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