From screen to plate: an investigation of how information by social media influencers influence food tasting intentions through the integration of IAM and TAM models

Abstract

Purpose

The aim of this paper is to explore how information shared by SMIs affects consumers' food tasting intentions. To achieve this, it integrates the IAM and TAM, in conjunction with trust and EWOM.

Design/methodology/approach

This paper utilized a convenience sampling technique, employing a survey instrument to gather data online. The questionnaire was distributed across the social media pages of food bloggers from September 11 to November 30, 2023. The collected data was analyzed using SPSS and AMOS.

Findings

We developed a research framework that integrates IAM, TAM, Trust, and EWOM variables to assess how information shared by SMIs influence consumers' intentions to explore new food tastes. The model demonstrated enhanced predictive and explanatory capabilities.

Research limitations/implications

This study enriches the existing literature on information adoption and technology acceptance by advancing our understanding of how SMIs influence consumers’ food tasting intentions. Additionally, it aids SMIs in comprehending their role in endorsing new food products and restaurants, fostering trust and reliability among their followers. This study enables consumers to make more informed decisions about trying new food products or dining establishments, empowering them to evaluate influencer recommendations critically.

Originality/value

This study uniquely focuses on the influence of information shared by SMIs on consumers' intentions to taste new foods. While SMIs have been extensively studied in various contexts, such as fashion, beauty, and travel, this research offers a fresh perspective on understanding their impact on consumer behavior within the food industry.

Citation

Khan, S., Sujood, S., Rehman, A. and Al Rousan, R. (2024), "From screen to plate: an investigation of how information by social media influencers influence food tasting intentions through the integration of IAM and TAM models", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-01-2024-0073