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April 30, 2026Foodservice Management Society of Korea

The Effect of Dessert Trend-seeking tendency on Purchase Intention : Applying the Extended Theory of Planned Behavior

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Key Points

This research aims to explore the influence of trend-seeking tendencies on consumer attitudes and purchase intentions regarding dessert products.
Conducted an online survey targeting dessert consumers using Google Forms with a valid sample of 238 participants.
Applied frequency analysis, exploratory factor analysis, and regression analysis via SPSS 27.0.
Trend-seeking positively influenced consumer attitudes and purchase intentions.
The theory of planned behavior positively impacted purchase intentions.

Implication

Examines how trend-seeking influences consumer attitudes and purchase intentions, suggesting deeper insights for marketers.

Abstract

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Cite This Study

Ji-Hyun An (2026) studied this question.

synapsesocial.com/papers/6a0ea02cbe05d6e3efb5f198 https://doi.org/10.47584/jfm.2026.29.2.167

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Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

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3Factors Influencing Behavioral Intention of Consumers to Choose Eco-Friendly Packaging in Food Delivery : An Integrated Application of the Value-Belief-Norm Theory and the Theory of Planned BehaviorOriginal Research · 2026
4The impact of utilitarian, self-evaluative motives and hedonic motives for the use of online food delivery applications (OFDAs) by office workers in Ho Chi Minh CityOriginal Research · 2026
5Factors affecting consumer intentions and actual behavior: A case of food delivery applications2024 · 8 citations

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