An Exploration int the relationships between taste of Tanghuru, regret, and purchase intention: The moderating effect of health concerns

This study investigates the relationship between taste, regret, and purchase intention for Tanghulu. It also examines the moderating effect of health concerns. The research employed a survey method with 250 observations. To test the hypotheses, Hayes’ Process Macro Model 5 was used. The findings revealed that taste negatively affected regret, while regret negatively impacted purchase intention for Tanghulu. Additionally, the results showed that taste had a positive influence on purchase intention. Furthermore, the study highlighted the significant moderating role of health concerns in the relationship between regret and purchase intention. This research contributes to the literature by clarifying the link between these four attributes in the context of Tanghulu consumers. Managerial implications are also discussed.