Abstract

Purpose: This study aims to develop a structural equation model (SEM) identifying the factors influencing the purchase intention of Chinese identity food. The model comprises five key variables: food quality, food identity, perceived value, social norms, and attitude toward purchasing. Research design, data, and methodology: Data were collected from 400 working-age consumers (aged 15-59) in four selected areas of Southern Thailand: Nabon and Thung Song districts in Nakhon Si Thammarat province, and Huai Yot and Mueang districts in Trang province. The respondents who expressed interest in consuming Chinese identity food were selected using quota sampling. A questionnaire was used as a research instrument, and data analysis was conducted using structural equation modeling with AMOS software. Results: The developed structural equation model exhibited a good fit with empirical data. The model explained 51.6% of the variance in purchase intention for Chinese identity food. Purchase intention was significantly influenced by food identity, social norms, and attitudes toward purchasing. Additionally, food identity and social norms had an indirect effect on purchase intention through attitude toward purchasing. Conclusion: These findings provide insights into consumer behavior regarding Chinese identity food and offer practical implications for businesses and policymakers seeking to enhance marketing strategies and promote Chinese identity food in the region. The study also highlights the importance of effective distribution strategies both online and offline in supporting consumer engagement and improving accessibility to Chinese identity food in culturally diverse markets.