Applying the SOR Framework to Food Truck Dining: Consumption Needs, Perceptions, and Behavioral Intentions

This study investigated how consumers’ food consumption needs and perceptions influence their attitudes and behavioral intentions toward food truck dining. Drawing on the stimulus–organism–response (SOR) framework, perceived risks and benefits were conceptualized as external stimuli; food consumption needs (necessity vs. enjoyment) and attitudes represented the organism; and behavioral intentions denoted the response. Data were collected via Amazon Mechanical Turk and analyzed using structural equation modeling and multigroup comparisons based on prior food truck experience. Perceived benefits and food enjoyment positively influenced attitudes, whereas perceived risks negatively influenced attitudes. Attitude significantly predicted future behavioral intentions, whereas food as a necessity did not. The multigroup analysis revealed that prior experience moderated these relationships; perceived benefits and risks primarily guided inexperienced consumers, whereas experienced consumers formed attitudes mainly through hedonic needs. These findings contribute to the literature by integrating the SOR and value–attitude–behavior hierarchies to explain cognitive and motivational mechanisms underlying food truck patronage. They also highlight the moderating role of prior experience, which reshapes the strength of the model’s key paths. The study offers practical implications for food truck operators seeking to balance risk mitigation with perceived benefits to encourage repeat patronage.