The Effects of 3D printed food model properties on food court image and purchasing behavior:Focus on the moderating effect of Perceived Value

This study investigates influence of properties of 3D printed food models on food court image and purchasing behavior, influence of food court image on purchasing behavior, and moderating effect perceived value between food court image and purchasing behavior. The results of this study are as follows. First, it was found that the sub-factors of the 3D printed food model attributes, such as visual effect, decorative effect, menu comparison, and food characteristics, had a significant influence on the sub-factors of the food court image, such as familiarity, reliability, and differentiation. Second, the sub-factors of 3D printed food model attributes, such as visual effect, decorative effect, menu comparison, and food characteristics, had a positive effect on purchasing behavior. Third, the sub-factors of food court image, such as familiarity, reliability, and differentiation, had a positive effect on purchasing behavior. Fourth, the verification results of the moderating effect of perceived value on food court image and purchasing behavior showed that familiarity perceived value had a moderating effect on purchasing behavior.