| Popis: |
This study investigates the effects of consumer coproduction and image congruence on trust and unplanned purchases in the context of food-tourism factories. Questionnaires were used to collect data from consumers of tourism factory products and services, and were then analyzed. The results show that consumer coproduction and image congruence positively affect trust and unplanned purchases. Further, the mediating variables, trust and unplanned purchases, positively affect recommendation intention. This investigation of consumer coproduction, image congruence, trust, unplanned purchases, and recommendation intention not only further supports recreation theory, but also provides practical insights for improving food-tourism-factory-related consumer marketing strategies. |
