THE IMAGE OF CHINESE FOOD, PERCEPTION IN HEALTHY FOOD,

AND ELECTRONIC WORD-OF-MOUTH COMMUNICATION ON

CONSUMER BUYING MOTIVATION IN CHINA

UNDERGRADUATE THESIS
Submitted as one of the requirements to obtain
Sarjana Manajemen

By:
PENG CHONG
014201900248

FACULTY OF BUSINESS
MANAGEMENT PROGRAM
CIKARANG, BEKASI
MAY, 2023
PANEL OF EXAMINER APPROVAL
The Panel of Examiners declare that the undergraduate thesis entitled Image of Chinese food,
Perception in healthy food, And Electronic Word-of-Mouth Communication on Consumer
Buying Motivation in China.

that was submitted by Peng Chong majoring in from the Faculty of business was assessed
and approved to have passed the Oral Examination on Friday, 5th of May 2023.

Panel of Examiner

_____________________________
Examiner 1

_________________________

Examiner 2

Hernawati Wibawati Retno Wiratih, SPD, M.Sc.

Examiner 3

STATEMENT OF ORIGINALITY

2
In my capacity as an active student of President University and as the author of the
undergraduate thesis/final project/business plan (underline that applies) stated below:

Name : Peng Chong

Student ID number : 014201900248
Study Program : Management
Faculty : Business

I hereby declare that my undergraduate thesis/final project/business plan entitled Chinese

food, Perception in healthy food, And Electronic Word-of-Mouth Communication on
Consumer Buying Motivation in China is, to the best of my knowledge and belief, an original
piece of work based on sound academic principles. If there is any plagiarism, including but
not limited to Artificial Intelligence plagiarism, is detected in this undergraduate thesis/final
project/business plan, I am willing to be personally responsible for the consequences of these
acts of plagiarism, and accept the sanctions against these acts in accordance with the rules
and policies of President University.

I also declare that this work, either in whole or in part, has not been submitted to another
university to obtain a degree.

‘ Cikarang, 22 May 2023

Peng Chong

SCIENTIFIC PUBLICATION APPROVAL FOR ACADEMIC INTEREST

As a student of the President University, I, the undersigned:

3
Name : Peng Chong
Student ID number : 014201900248
Study Program : Management

for the purpose of development of science and technology, certify, and approve to give
President University a non-exclusive royalty-free right upon my final report with the title:

Image of Chinese food, Perception in healthy food, And Electronic Word-of-Mouth

Communication on Consumer Buying Motivation in China.

With this non-exclusive royalty-free right, President University is entitled to converse, to

convert, to manage in a database, to maintain, and to publish my final report. There are to be
done with the obligation from President University to mention my name as the copyright
owner of my final report.

This statement I made in truth

Cikarang, 22 May 2023

Peng Chong

ADVISOR’S APPROVAL FOR JOURNAL OR INSTITUTION’S REPOSITORY

As an academic community member of the President University, I, the undersigned:

Advisor’s Name : Hernawati Wibawati Retno Wiratih, SPD, M.Sc.

4
NIDN : 20090900212
Study program : Management
Faculty : Business

declare that following thesis:

Title of undergraduate thesis : Image of Chinese food, Perception in healthy food,

And Electronic Word-of-Mouth Communication on Consumer Buying Motivation in China
Undergraduate Thesis author : Peng Chong
Student ID number : 014201900248

will be published in journal / institution’s repository / proceeding / unpublished

Cikarang, Friday, 5th of May 2023

(__________________________)
Hernawati Wibawati Retno Wiratih, SPD, M.Sc.

Turnitin & GPTZero Result

5
6
 ABSTRACT
Investigating the factors influencing consumer food choices, this study primarily centers around three aspects:
image of chinese food, healthy food, and electronic word of mouth in China. Chinese cuisine's image, reflected
in traditional cooking techniques, fresh ingredients, and cultural preservation, is a major determinant in
consumer evaluations, enhancing overall dining experiences and buying decisions. Likewise, the
characterization of healthy food, framed by personal beliefs, societal norms, and health goals, exerts significant
influence. Key attributes such as freshness, balanced nutrition, and absence of harmful additives were found to
dictate consumer preferences and buying intent. Lastly, eWOM, characterized by trustworthiness, perceived
value, and usability, plays a pivotal role, with positive experiences bolstering consumer purchasing intent.
Thus, appreciating these intricate drivers of consumer buying motivation enables businesses to meet evolving
needs and preferences, facilitate healthier food options, and deliver satisfying experiences in today's diverse
society.

Keywords: Image of Chinese cuisine, Healthy food, Electronic word-of-mouth, Consumer behavior, Buying
decisions.

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 ACKNOWLEDGEMENT

I am thrilled to present this Thesis that embodies the culmination of my efforts and
dedication. As I reflect upon the arduous yet rewarding journey that has brought me to this
point, I am filled with immense gratitude for the invaluable guidance and support I have
received along the way.

First and foremost, I would like to express my deepest appreciation to my advisor, Mam
Hernawati Wibawati Retno Wiratih, SPD, M.Sc. Her unwavering commitment to academic
excellence, coupled with her profound knowledge and expertise, has been instrumental in
shaping the outcome of this Thesis . Without her guidance, encouragement, and patience, this
endeavor would not have been possible.

Mam Hernawati Wibawati Retno Wiratih has consistently challenged me to push the
boundaries of my knowledge, fostering an environment of intellectual curiosity and growth.
Her remarkable ability to identify the strengths within her students and nurture them with
unwavering support has been a constant source of inspiration. Her keen insights, meticulous
attention to detail, and constructive feedback have immensely enhanced the quality of this
work.

Furthermore, I would like to extend my heartfelt gratitude to the faculty members and
mentors who have contributed to my academic journey. Finally, I would like to acknowledge
the generosity of all those who have contributed to this Thesis in various ways. Whether
through their insights, resources, or encouragement, their contributions have played an
integral role in shaping this work.

As I share this Thesis with the world, I hope that it serves as a testament to the power of
collaboration, dedication, and the pursuit of knowledge. It is my sincerest desire that this
work inspires and enriches the lives of its readers, just as the process of creating it has
transformed my own.

With gratitude,
Peng Chong

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 TABLE OF CONTENT
PANEL OF EXAMINER APPROVAL SHEET II
STATEMENT OF ORIGINALITY III
SCIENTIFIC PUBLICATION APPROVAL FOR ACADEMIC INTEREST IV
ADVISOR APPROVAL FOR JOURNAL OR INSTITUTION’S V
PLAGIARISM RESULT VI
RESULT OF GPT ZERO VI
ABSTRACT VII
ACKNOWLEDGEMENT VIII
TABLE OF CONTENT IX
LIST OF FIGURES XI
LIST OF TABLE XI
CHAPTER 1 1
INTRODUCTION 1
1.1 Background of research 1
1.1.1 Image of Chinese food 1
1..1.2 Perception of Healthy food 1
1.1.3 Electronic word-of-mouth 2
1.2 Problem statement 2
1.3 Research question 5
1.4 Outline of the research 5
CHAPTER 2 9
LITERATURE REVIEW 9
2.1 Literature review 9
2.1.1 Image of Chinese food 10
2.1.2 Perception of Healthy food 10
2.1.3 Electronic word-of-mouth 11
2.1.4 Interplay between image of chinese food, perception of healthy food and EWOM 12
2.1.5 Consumer behavior in the food industry 13
2.1.6 Cross cultural differences in food perception 15
2.1.7 Authenticity in chinese food marketing 16
2.2 Hypothesis development 17
2.3 Previous Research 18
2.4 Theoretical Framework 22

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2.5 Research gap 22
2.5.2 Cultural difference in perception of healthy food 23
2.5.3 The role of authenticity in shaping consumer perception of healthy food 23
CHAPTER 3 25
RESEARCH METHODOLOGY 25
3.1 Research method 25
3.1.1 Type of research method 26
3.2 Setting of the research 26
3.3 Time of the research 26
3.4 Data collection 27
3.5 Data collection techniques 27
3.6 Data collection tools 28
3.7 Sampling Technique 29
3.7.1 Sample Method 30
3.8 Data validity 30
3.9 Data analysis technique 31
CHAPTER 4 33
ANALYSIS AND DISCUSSION OF FINDING 33
4.1 Profile of the respondent 33
4.2 Result & analysis 36
CHAPTER 5 42
CONCLUSION AND RECOMMENDATION 42
5.1 Conclusion 42
5.2 Implication 43
5.3 Limitation and future directions 44
References 46
Appendix 49

LIST OF FIGURE
Figure 1.1 Rising trend of organic food consumption, State administration for market 2

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Figure 1.2 Growth on Healthy food product in China 2
Figure 1.3 Rising trades of healthy food market 4
Figure 1.4 Healthy eating guidelines of China 5
Figure 2.1 Theoritical framework 12
Figure 3.1 Technique of analysis data
32
Figure 4.1 Demographic age & gender of the respondent 34
Figure 4.2 Occupation of the respondent 35

LIST OF TABLE
Table 4.1 Interviewee information 33
Table 4.2 Analysis of perception of authenticity of chinese food 36
Table 4.3 Analysis of perception of healthy food 37
Table 4.4 Analysis of electronic of word of mouth 39

CHAPTER 1

INTRODUCTION
1.1 Background of the problem
1.1.1 Image of Chinese Food

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Chinese cuisine, renowned for its rich diversity and cultural depth, has a significant impact on
the food industry and consumer preferences. Zhang et al. (2019) highlighted the strategic use
of Chinese food imagery, underscoring its pivotal role in crafting an authentic and culturally
rich narrative that resonates with consumers. This strategy is particularly potent for
businesses within the realm of Chinese cuisine. Through engaging and culturally rich visuals,
businesses can depict the unique charm and distinctiveness of Chinese culinary traditions,
thereby influencing consumers' perception of the food's quality and taste.

However, beyond the visual appeal, it is essential to delve into the health aspects of Chinese
food. Traditional Chinese cuisine is known for its balance of flavors and nutrients, often
incorporating a variety of vegetables, lean proteins, and whole grains, which contribute to a
balanced diet. Soups and broths, a staple in Chinese meals, are typically low in calories but
high in nutrients. Moreover, the use of cooking techniques like steaming and stir-frying helps
to retain the nutritional value of the ingredients, making Chinese food a healthy choice
According to Pangbenta.com

The use of medicinal herbs and spices in Chinese cooking, such as ginger, garlic, and
turmeric, also contributes to its health benefits. These ingredients are known for their anti-
inflammatory and antioxidant properties, which can aid in disease prevention and overall
health maintenance.

Despite these health benefits, the impact of Chinese food imagery on consumer buying
motivation, particularly in relation to its health aspects, remains an area that warrants further
exploration.

1.1.2 Perception of Healthy food

The second key factor shaping consumer behavior in the food industry is the evolving
perception of what constitutes healthy food. A rising trend in health-conscious eating has
spurred businesses to innovate products and marketing strategies to cater to this demand. This
trend is reflected in the increasing popularity of organic food, as consumers associate organic
products with health and wellness. According to the State Administration for Market
Regulation, there has been a significant uptick in organic food consumption (huanon.com,
2020), as shown in Figure 1.

12
 Figure 1.1: Rising trend of organic food consumption, State administration for market
regulation, huanon.com (2020)

Research such as that conducted by Cox et al. (2016) suggests that food imagery associated
with healthy options can amplify consumer motivation to consume healthful food. This also
extends to products with health-related claims, which consumers seem more inclined to
purchase (Bray et al., 2019).

In addition to organic food, dietary food is also considered part of the healthy food spectrum.
Dietary food, which is often low in calories, fat, and sugar, caters to consumers who are
mindful of their nutritional intake. The Euromonitor (2020) report shows a significant growth
in the market for dietary food products in China, indicating an increased awareness and
preference for healthier food options among Chinese consumers.

Figure 1.2: Growth on healthy food products in China, Euromonitor (2020)

However, it's important to note that the concept of healthy food can vary greatly among
different consumer groups and cultural contexts. In Chinese culture, food is perceived as
more than just a source of nutrition; it is an integral part of social and cultural life. This
cultural perspective, coupled with the rising trend of health-conscious eating, has led to a
significant growth in the market for healthy food products in recent years.

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1.1.3 Electronic word-of-mouth (eWOM)

Electronic word-of-mouth (eWOM) communication represents the third crucial element

shaping consumer behavior in relation to food products. Consumers are increasingly utilizing
eWOM as a medium for sharing information and personal experiences about food-related
products. Chiu et al. (2014) indicated the profound influence of eWOM communication on
consumer purchasing decisions, particularly when it comes to food-related products. Both
positive and negative eWOM communication can significantly sway consumer purchasing
motivation. and it’s align with the research conducted by Jhanghiz Syharivar where

However, a significant research gap remains regarding the specific relationship among the
image of Chinese food, perceptions of healthful food, and eWOM communication within the
sphere of Chinese cuisine. This study aims to investigate this relationship by assessing the
influence of these three elements on consumer purchasing motivation. Employing descriptive
qualitative methods may provide deeper insights into consumer experiences and perceptions,
aiding in the development of more robust marketing strategies in the food industry.

To summarize, understanding the interconnectedness of the image of Chinese food,

perceptions of healthful food, and eWOM communication is essential for businesses aiming
to devise successful marketing strategies in the food industry. The findings from this study
could potentially assist food businesses in devising more effective marketing approaches,
accounting for the influence of these three significant elements on consumer behavior.

1.2 Problem statement

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The growing nature of the healtyfood industry, as illustrated in Figure 1.3, necessitates a
comprehensive understanding of consumer behavior. Three key factors have recently
emerged as significant: the image of Chinese food, perceptions of healthy food, and
electronic word-of-mouth (eWOM) communication. These elements interact to influence
consumer buying motivation. Despite growing interest in these factors, there is a clear need
for extensive research to clarify their interconnections and their subsequent effects on
consumer b

Figure 1.3: Rising trades of health food market, Source, CCCMHPIE (2018)

The image of Chinese food has become a significant influencer of consumer behavior in the
food industry. This includes food visuals and advertisements that create a sense of
authenticity and cultural connection, thereby enhancing trust and the likelihood of purchase.
Incorporating Chinese food imagery into eWOM communication can deepen this cultural
connection, fostering an environment of trust that strengthens purchasing decisions. While
previous research, such as the study by Zhang et al. (2019), has noted the impact of online
food product reviews on consumer booking intention, the influence of the visual appeal of
Chinese food imagery on consumer behavior requires further examination. Future research
could explore its potential for developing effective marketing strategies targeting specific
consumer segments.

Perceptions of healthy food are crucial in shaping consumer behavior within the industry. As
health consciousness rises among consumers, their perceptions of healthy food have come to

15
dictate food choices and dietary habits. Existing research, such as the study by Cox et al.
(2016), has revealed the link between consumers' attitudes and their dietary choices.
However, a gap exists in understanding how these perceptions, particularly when combined
with the image of Chinese food and eWOM communication, affect consumer buying
motivation. Future research could explore the role of health-centric marketing messages in
shaping consumer behavior and their interaction with Chinese food imagery and eWOM
communication.

Figure 1.4 Healthy eating guidelines of China, Source: Teach-english-in-china.co.uk

eWOM communication has emerged as an increasingly important factor in shaping consumer

behavior within the food industry. Consumers sharing their experiences with food-related
products can significantly influence buying motivation, both positively and negatively (Lee &
Park, 2017). However, understanding how eWOM communication intersects with Chinese
food imagery and perceptions of healthy food requires further exploration. Future research
may explore how the tone and content of eWOM communication about food-related products
affect consumer behavior and how these elements interact with the image of Chinese food
and healthy food perceptions.

In summary, further research is needed to unravel the interplay between the image of Chinese
food, healthy food perceptions, and eWOM communication in the context of consumer
buying motivation. Employing descriptive qualitative methods, such as in-depth interviews,
can provide deeper insights into consumer experiences and perceptions concerning these

16
elements. These findings can then inform the development of more effective marketing
strategies and communication techniques. Future research should also consider the impact of
cultural differences on consumer behavior in the food industry, as food represents a
significant component of social and cultural life, particularly in Chinese culture.
Understanding cultural variances can assist businesses in crafting marketing strategies that
resonate with diverse consumer segments. With the growing emphasis on health and wellness
in consumer behavior, there is a surging demand for healthier food options. Future research
may investigate how businesses can effectively convey the health benefits of their products to
consumers, particularly in the context of Chinese food imagery and eWOM communication.

1.3 Research question

1) How do perceptions of Chinese food imagery, conceptions of healthy eating, and the
impact of electronic word-of-mouth (eWOM) communication interrelate to shape
consumer purchasing motivation within the food industry?

2) What elements shape consumer attitudes towards healthy food, and how do these
attitudes influence their purchasing motivation within the food industry?

3) How does eWOM communication, specifically through online reviews, affect

consumer purchasing motivation in the food industry? What part do trust, perceived
utility, and perceived ease of use of online platforms play in this process?

1.4 Outline of the research

The ceaseless evolution of the food industry necessitates a comprehensive understanding of

consumer behavior, empowering businesses to tailor marketing strategies to their target
audience. The relevance of the Image of Chinese food, perceptions of healthy food, and
electronic word-of-mouth (eWOM) communication to consumer buying motivation has risen
recently. Despite this, a need for expansive research remains to unravel the intricate dynamics
of these variables that sculpt consumer behavior in the food industry.

This study strives to augment the extant literature on the role of the Image of Chinese food,
perceptions of healthy food, and eWOM communication in consumer buying motivation
within the food industry. The study unfolds over five chapters, each offering an exhaustive
analysis of the research questions and objectives. By bridging these research lacunae, the
study seeks to offer a holistic understanding of these variables and their role in shaping

17
consumer behavior in the food industry. The findings of this study can guide the formulation
of efficacious marketing strategies and communication techniques that consider these
variables' role in consumer behavior, ultimately assisting businesses to better cater to their
target audience's needs and preferences.

Chapter 1 introduces the study, outlining the research questions, objectives, and the study's
significance. It also provides a backdrop to the problem, defines key terms used in the study,
describes the methodology, and discusses the scope and limitations of the study. This chapter
aims to establish a comprehensive overview of the research problem and its importance.

Chapter 2 encompasses an exhaustive literature review, discussing pertinent literature on the

role of the Image of Chinese food, perceptions of healthy food, and eWOM communication
in consumer buying motivation in the food industry. This chapter will also deliberate theories
and models relevant to the study and review research studies conducted in this realm. By
offering a comprehensive review of the existing literature, this chapter will spotlight the
research gaps that this study endeavors to address.

Chapter 3 provides a detailed delineation of the research methodology, including the research
design, sampling techniques, data collection methods, and data analysis techniques utilized in
the study. It also describes the participants and measures used to operationalize the variables.
By providing a detailed description of the research methodology, this chapter ensures the
study's replicability and transparency.

Chapter 4 showcases the study's results and a discussion of the findings. The chapter will
provide a descriptive analysis of the data and discuss the relationships between the variables.
The findings will be juxtaposed with previous research studies, and the strengths and
limitations of the study will be discussed. This chapter will offer a detailed analysis of the
study findings, ensuring the research objectives are fully addressed.

Chapter 5 presents the conclusion of the study, summarizing the key findings, proposing
recommendations for future research, and discussing the findings' practical implications for
businesses in the food industry. The chapter will also discuss the study's limitations and
suggest areas for future research. By presenting a comprehensive conclusion, this chapter will
ensure that the study findings are synthesized, and the research objectives are fully addressed.
The recommendations provided in this chapter will aid businesses in devising more effective
marketing strategies better aligned with consumer needs and preferences.

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In conclusion, this study aims to provide a more comprehensive understanding of the role of
the Image of Chinese food, perceptions of healthy food, and eWOM communication in
consumer buying motivation in the food industry. The findings of this study can guide the
development of more effective marketing strategies and communication techniques that
consider these variables' role in consumer behavior. By addressing the research gaps in the
existing literature, this study aims to make a valuable contribution to the field of consumer
behavior.

CHAPTER 2

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 LITERATURE REVIEW

2.1 Literature Review

2.1.1 The Image of Chinese food

The image of Chinese food, which includes visual presentations of dishes and ingredients,
has become an essential element of marketing and communication within the food industry,
particularly for businesses that focus on Chinese cuisine (Lu & Xie, 2018). Visual appeal is a
critical factor that influences consumers' perceptions of food quality, taste, and authenticity,
ultimately shaping their purchasing decisions (Jun et al., 2017). Studies have shown that the
use of food imagery can create a sense of authenticity and cultural connection for consumers,
particularly those interested in Chinese cuisine or Asian culture (Lu & Xie, 2018; Zhang et
al., 2019). Furthermore, research of Jun et al (2017) indicates that attractive food imagery can
evoke positive emotions in consumers and increase their motivation to purchase food
products.

In addition to the findings mentioned above, Lu & Xie (2018) have highlighted the
significance of cultural and symbolic meanings associated with Image of Chinese food. The
authors emphasize that certain visual elements, such as specific colors, shapes, and patterns,
carry significant cultural meanings that contribute to the overall of the food imagery (Lu &
Xie, 2018). For instance, the color red symbolizes happiness and good fortune in Chinese
culture and is often used in food presentations to convey auspiciousness (Lu & Xie, 2018).

Moreover, Lu & Xie (2018) discuss the importance of incorporating traditional Chinese
culinary art techniques in food presentation, as this not only enhances the visual appeal of the
dishes but also reinforces the cultural authenticity of the cuisine. For example, skilled chefs
may use intricate knife skills to carve vegetables into exquisite shapes, reflecting the artistry
and craftsmanship behind Chinese cuisine (Lu & Xie, 2018).

The authors also point out that Image of Chinese food often capitalizes on the multisensory
aspect of food consumption, using visual cues to stimulate other senses such as taste and
smell (Lu & Xie, 2018). This strategy can enhance the overall sensory appeal of the food,
further enticing consumers to purchase and enjoy the dishes (Lu & Xie, 2018).

Lu & Xie's (2018) research also addresses the growing of social media on the dissemination
of Image of Chinese food. The authors suggest that platforms like Instagram and Weibo have

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enabled food businesses to reach a wider audience, allowing them to showcase their culinary
creations and establish a strong online presence (Lu & Xie, 2018). This trend has led to
increased competition among businesses, prompting them to develop more creative and
visually appealing food presentations to attract consumers' attention (Lu & Xie, 2018).

In summary, Lu & Xie (2018) emphasize the multifaceted role of Image of Chinese food in
marketing and communication, highlighting the importance of visual appeal, cultural
symbolism, traditional culinary techniques, multisensory stimulation, and thesocial media on
the food industry. These findings, along with the insights from other studies mentioned in the
original paragraph, underscore the crucial role of Image of Chinese food in shaping consumer
perceptions and driving purchasing decisions.

2.1.2 Perceptions of Healthy Food

Perceptions of healthy food play a crucial role in determining consumers' food choices and
overall dietary habits (Wang et al., 2016). The increasing awareness of health and wellness
has led to a growing demand for healthy food options, with consumers seeking products that
meet their nutritional needs and align with their personal beliefs (Bray et al., 2019). Cultural
factors can significantly influence individuals' perceptions of healthy food, with different
cultures placing varying degrees of importance on aspects such as taste, nutritional content,
and food preparation methods (Wang et al., 2016). In the context of Chinese cuisine,
traditional Chinese medicine principles often shape perceptions of healthy food, with an
emphasis on balance, moderation, and harmony between ingredients (Wang et al., 2016).

Bray et al. (2019) found that consumers' ethical concerns are also an important factor in their
food choices. Ethical consumption refers to the consideration of social and environmental
factors when making purchasing decisions. However, despite the growing awareness and
interest in ethical consumption, many consumers still face barriers to engaging in such
behavior. In their study, Bray et al. identified several factors that impede ethical
consumption, including lack of knowledge, perceived inconvenience, and affordability
concerns.

One way to address these barriers is through education and communication. Wang et al.
(2016) highlighted the importance of nutritional education in promoting healthy eating habits,
particularly among children and adolescents. Similarly, Bray et al. (2019) suggested that

21
providing consumers with more information about the ethical implications of their food
choices could help motivate ethical consumption behavior.

In addition to education and communication, policy interventions may also be necessary to

encourage ethical and healthy food choices. For example, Wang et al. (2016) suggested that
government regulations and incentives could be used to promote the production and
consumption of healthy foods. Similarly, Bray et al. (2019) recommended that policy
interventions should be targeted at reducing the cost of ethical food products and increasing
their availability.

Overall, these studies suggest that perceptions of healthy food are shaped by a range of
cultural, social, and personal factors. To encourage healthy and ethical food choices,
interventions such as education, communication, and policy measures may be necessary to
address the various barriers that consumers face.

2.1.3 Electronic Word-of-Mouth (eWOM) Communication

eWOM communication has emerged as a vital source of information for consumers when
making purchasing decisions, particularly in the food industry (Chiu et al., 2014). Online
reviews and recommendations from peers can greatly influence consumers' attitudes and
perceptions towards food products and services (Lee & Park, 2017). Trust, perceived
usefulness, and perceived ease of use of online platforms can mediate the impact of eWOM
communication on consumer behavior, with positive eWOM communication increasing
consumer buying motivation and negative eWOM communication having the opposite effect
(Zhang et al., 2019). Businesses must recognize the importance of eWOM communication in
shaping consumer behavior and develop strategies to encourage and manage positive eWOM
communication effectively (Chiu et al., 2014).

hiu et al. (2014) investigated the determinants of email receivers' disseminating behaviors on
the Internet, with a focus on how individuals choose to share information online. Their
findings suggested that factors such as perceived usefulness, enjoyment, and altruism can
motivate individuals to engage in eWOM communication. Additionally, the authors found
that individuals who have a high level of online communication skills are more likely to
engage in eWOM communication.

Other studies have also identified the importance of perceived usefulness and trust in shaping
eWOM communication behavior. For example, Lee and Park (2017) found that consumers

22
are more likely to trust and share positive online reviews that are perceived to be useful in
helping them make informed purchasing decisions. Similarly, Zhang et al. (2019) found that
trust in the source of eWOM communication and perceived usefulness of the information
provided can mediate the impact of eWOM on consumer behavior.

To effectively manage eWOM communication, businesses must understand the factors that
motivate individuals to engage in such behavior and develop strategies that encourage
positive eWOM communication. Chiu et al. (2014) suggested that businesses can use
incentives and rewards to encourage individuals to share information online. Additionally,
companies should actively monitor and respond to online reviews and feedback to manage
their online reputation and address any negative comments or reviews.

In summary, eWOM communication has become an essential tool for consumers when
making purchasing decisions, particularly in the food industry. Trust, perceived usefulness,
and perceived ease of use are key factors that mediate the impact of eWOM communication
on consumer behavior. To effectively manage eWOM communication, businesses should
develop strategies that encourage positive eWOM communication and actively monitor and
respond to online reviews and feedback.

2.1.4 Interplay between Image of Chinese food, Perceptions of Healthy Food, and
eWOM Communication

The interaction between Image of Chinese food, perceptions of healthy food, and eWOM
communication can greatly impact consumer buying motivation within the food industry. By
incorporating visually appealing and culturally relevant food imagery in eWOM
communication, businesses can create a sense of authenticity and cultural connection,
enhancing consumers' trust and increasing their likelihood of making a purchase (Lu & Xie,
2018). Moreover, effective communication of the health benefits of food products, coupled
with positive eWOM communication, can help businesses target health-conscious consumers
and cater to the growing demand for healthy food options (Cox et al., 2016; Bray et al.,
2019).

Cox et al. (2016) conducted an online survey in the UK to investigate the attitudes and beliefs
associated with low fruit and vegetable consumption among adults. Their findings
highlighted the importance of taste, convenience, and price as key factors that influence
consumers' food choices. Additionally, the authors found that individuals who perceive

23
healthy food to be more expensive or less tasty are less likely to consume fruits and
vegetables.

In the context of Image of Chinese food, Lu and Xie (2018) found that incorporating
culturally relevant food imagery in eWOM communication can increase consumers'
perceptions of authenticity and cultural connection, leading to increased trust and likelihood
of making a purchase. Moreover, the authors suggested that businesses can use eWOM
communication to convey information about the health benefits of traditional Chinese
cuisine, particularly in the context of traditional Chinese medicine principles.

The interplay between perceptions of healthy food and eWOM communication can also
impact consumer behavior. Bray et al. (2019) identified ethical concerns as an important
factor in consumers' food choices, and suggested that providing consumers with more
information about the ethical implications of their food choices could help motivate ethical
consumption behavior. Similarly, positive eWOM communication about the health benefits
and ethical implications of food products can influence consumer behavior and lead to
increased demand for healthy and ethical food options.

In summary, the interplay between Image of Chinese food, perceptions of healthy food, and
eWOM communication can greatly impact consumer behavior within the food industry.
Taste, convenience, and price are key factors that influence consumers' food choices, while
culturally relevant food imagery can enhance trust and authenticity. Effective communication
of the health benefits of food products, coupled with positive eWOM communication, can
help businesses target health-conscious and ethically motivated consumers, leading to
increased demand for healthy and ethical food options.

2.1.5 Cultural Factors

consumer Behavior in the Food Industry

Understanding cultural factors is essential for businesses to develop marketing strategies that
resonate with specific consumer segments (Wang et al., 2016). In the context of Chinese
cuisine, food plays a significant role in social and cultural life, and marketing strategies that
emphasize the cultural aspects of food can be highly effective in attracting consumers (Lu &
Xie, 2018). Additionally, businesses should be aware of the cultural differences in
perceptions of healthy food and tailor their marketing

24
Wang et al. (2016) highlighted the importance of traditional Chinese medicine principles in
shaping perceptions of healthy food among Chinese consumers. These principles emphasize
the importance of balance, moderation, and harmony between ingredients, and can influence
the choice of food ingredients and preparation methods. Moreover, the authors noted that
cultural factors such as social norms, values, and beliefs can influence individuals' food
choices and dietary habits. it’s also stated , it shows that the activities carried out by the
people are defined as their daily lifestyle so that it affects their level of trust in a product,
especially food products (Genoveva, 2020)

In addition to traditional Chinese medicine principles, other cultural factors can also impact
consumer behavior in the food industry. For example, Lee and Park (2017) found that
collectivist cultural values can influence consumers' trust in online reviews and
recommendations, while individualistic cultural values can lead to greater reliance on
personal experience and expertise.

To effectively market food products to diverse cultural groups, businesses must understand
the cultural factors that shape consumer behavior and develop marketing strategies that
resonate with specific consumer segments. Lu and Xie (2018) suggested that businesses can
use culturally relevant food imagery, such as traditional Image of Chinese food, to enhance
the authenticity and cultural connection of their products. Moreover, businesses should be
aware of the cultural differences in perceptions of healthy food and tailor their marketing
strategies accordingly, such as highlighting the health benefits of food products in ways that
align with cultural values and beliefs.

Overall, cultural factors play a significant role in shaping consumer behavior in the food
industry. Traditional Chinese medicine principles, social norms, values, and beliefs can all
influence individuals' perceptions of healthy food and dietary habits. To effectively market
food products to diverse cultural groups, businesses must develop marketing strategies that
are culturally relevant and resonate with specific consumer segments.

2.1.6 Cross-cultural Differences in Food Perceptions

Cultural differences in food perceptions hold substantial significance for businesses operating
in the global food industry. Recent studies provide evidence that cultural factors can notably
sway how people perceive food. Kawamura and Yamagata (2017) discovered varying levels
of food neophobia across cultures, representing the fear of novel foods.

25
Kim and Kim (2018) observed that cultural elements could dictate food choices, influencing
preferences for local or imported foods. Nielsen and Siegrist (2019) found that cultural
aspects could alter attitudes towards food-related issues, such as food wastage. For example,
Chinese consumers tend to prioritize taste, appearance, and tradition in their food choices,
whereas Western consumers tend to focus more on nutritional content and health aspects
(Huang & Yu, 2016). Understanding these cultural differences is crucial for businesses to
develop appropriate marketing strategies and cater to diverse consumer needs.

These findings carry vital implications for businesses operating within the international food
industry. Companies need to acknowledge the cultural variances in food perceptions to
market their products effectively to diverse cultures. For instance, a business launching a new
food product in a foreign market may need to adapt the product's packaging or promotional
materials to appeal to the local culture..

In the context of food perceptions, Huang and Yu (2016) found that Chinese consumers tend
to prioritize taste, appearance, and tradition in their food choices, while Western consumers
tend to focus more on nutritional content and health aspects. For example, traditional Chinese
cuisine emphasizes the importance of balance and harmony between ingredients, while
Western cuisine places more emphasis on individual flavors and nutritional balance.

These cross-cultural differences in food perceptions have significant implications for

businesses operating in the global food industry. Understanding and catering to diverse
cultural preferences and needs is essential for developing successful marketing strategies and
appealing to target consumer segments. For instance, businesses can adapt their products to
suit the taste and cultural preferences of specific markets, such as incorporating traditional
ingredients and preparation methods to appeal to Chinese consumers.

Overall, cross-cultural differences in food perceptions are influenced by a range of cultural

factors, such as beliefs, values, and norms. Understanding these differences is crucial for
businesses to develop effective marketing strategies that cater to diverse consumer needs and
preferences. By adapting their products to suit the taste and cultural preferences of specific
markets, businesses can increase their appeal and success in the global food industry.

2.1.7 Authenticity in Chinese Food Marketing

In the context of Chinese cuisine, authenticity is often associated with traditional recipes,
ingredients, and cooking techniques (Zhang et al., 2019). Research has shown that consumers

26
are willing to pay a premium for authentic Chinese food products, as they are perceived to
offer a more satisfying and genuine culinary experience (Xie et al., 2015). Therefore,
incorporating elements of authenticity in marketing strategies can help businesses
differentiate their offerings and create a competitive advantage in the marketplace.

In the food industry, authenticity can play a vital role in attracting and retaining consumers,
particularly in the context of ethnic food products. Zhang et al. (2019) found that consumers
are more likely to trust and choose authentic Chinese food products, as they are perceived to
offer a more satisfying and genuine culinary experience. Moreover, Xie et al. (2015) found
that consumers are willing to pay a premium for authentic Chinese food products,
highlighting the importance of authenticity in Chinese food marketing.

To effectively incorporate authenticity in marketing strategies, businesses must understand

the cultural and social factors that shape consumer perceptions of authenticity. Lu and Fine
(1995) suggested that businesses can use visual and sensory cues, such as traditional Image of
Chinese food and flavors, to create a sense of authenticity and cultural connection with
consumers. Additionally, businesses can emphasize the cultural heritage and history of their
products, highlighting the traditional recipes and ingredients that reflect the authentic Chinese
culinary experience.

In summary, authenticity plays a vital role in attracting and retaining consumers in the food
industry, particularly in the context of ethnic food products. In Chinese cuisine, authenticity
is associated with traditional recipes, ingredients, and cooking techniques, reflecting the
cultural identity and heritage of the Chinese people. To effectively incorporate authenticity in
marketing strategies, businesses must understand the cultural and social factors that shape
consumer perceptions of authenticity and use visual and sensory cues to create a sense of
authenticity and cultural connection with consumers.

2.2 Hypothesis development

Hypothesis 1 (H1): A positive image of Chinese food is associated with higher consumer
buying motivation in the food industry.

H1a: Consumers' perceptions of the quality and authenticity of Chinese food positively
influence their buying motivation.

27
H1b: Cultural factors and personal preferences play a significant role in shaping consumers'
image of Chinese food, which in turn influences their buying motivation.

Hypothesis 2 (H2): Consumers' perceptions of healthy food significantly impact their buying
motivation in the food industry.

H2a: The more consumers perceive a particular food as healthy, the higher their buying
motivation.

H2b: Consumers' attitudes and beliefs towards healthy food are influenced by factors such as
nutritional knowledge, health consciousness, and cultural background.

H2c: Consumers with a higher level of health consciousness are more likely to have a higher
buying motivation for healthy foods.

Hypothesis 3 (H3): Electronic word-of-mouth communication, such as online reviews, has a

significant impact on consumer buying motivation in the food industry.

H3a: Positive online reviews of a food product or restaurant increase consumer buying
motivation.

H3b: Trust in the source of online reviews is an important factor affecting the impact of
electronic word-of-mouth communication on consumer buying motivation.

H3c: The perceived usefulness and ease of use of online platforms for sharing and accessing
reviews influence the extent to which consumers rely on electronic word-of-mouth
communication to make their food choices.

2.3 Previous Research

No Title Autho Variable Result

r/Year

1 The impact of Hwang, J., & Independent (X): The study found that
ethnic Lee, K. H. X1: Chinese food ethnic authenticity of
authenticity: (2018) authenticity Chinese food significantly
The case of Dependent (Y): influenced consumer
Chinese Consumer behavior behavior and satisfaction

28
 restaurants in and satisfaction in Korea.
Korea

2 Examining the Zhang, K. Z., Independent (X): The study demonstrated

influence of Zhao, S. J., X2: Electronic that electronic word-of-
online Cheung, C. word-of-mouth mouth, through online
consumer M., & Lee, M. Dependent (Y): consumer reviews, played
reviews on K. (2019) Consumer a significant role in
consumers' decision-making shaping consumers'
decision- decision-making process.
making: A
heuristics-
systematic
model

3 How people Bisogni, C. Independent (X): The research revealed

interpret A., Jastran, X3: Perceptions of that consumer perceptions
healthy eating: M., Seligson, healthy eating of healthy eating
Contributions M., & Dependent (Y): influenced their food
of qualitative Thompson, A. Consumer food choices, with different
research (2002) choice behavior interpretations of
"healthy" affecting
decision-making.

4 The impact of Liu, Y., Li, H., Independent (X): The study found that
social media & Hu, F. X1: Chinese food social media reviews,
reviews on (2016) image X2: which can be considered
restaurant Electronic word- as electronic word-of-
performance: of-mouth X3: mouth, affected the image
The mediating Atmosphere of Chinese food and
role of Dependent (Y): influenced restaurant
atmosphere Restaurant performance, mediated by

29
 performance the restaurant atmosphere.

5 The Influence Wu, C., & Independent (X): The study found that a
of Chinese Liang, R. X1: Chinese food positive image of Chinese
Restaurant (2011) image Dependent food was significantly
Image on (Y): Customer associated with increased
Customers’ satisfaction and customer satisfaction and
Dining behavioral behavioral intentions
Experience: A intentions among consumers.
Structural
Equation
Modeling
Approach

6 The impact of Cheung, M. Independent (X): The study suggested that

electronic Y., Luo, C., X2: Electronic electronic word-of-mouth
word-of-mouth Sia, C. L., & word-of-mouth significantly influenced
communication Chen, H. Dependent (Y): consumer attitudes and
: A literature (2009) Consumer attitudes behavior, emphasizing the
analysis and and behavior importance of positive
integrative eWOM in shaping
model consumer decisions.

7 The influence Grunert, K. Independent (X): The study revealed that

of product G., Fernández- X3: Perceived consumers who perceived
healthiness on Celemín, L., healthiness food as healthier were
consumers' Wills, J. M., Dependent (Y): more willing to pay a
willingness to Storcksdieck Consumer premium price, indicating
pay a premium Genannt willingness to pay a strong relationship
price for food Bonsmann, S., between perceived
& Nureeva, L. healthiness and consumer
(2012) behavior.

30
8 The effect of Choe, J. Y., & Independent (X): The study found that the
online Cho, M. S. X1: Chinese food combined effects of a
consumer (2018) image X2: positive Chinese food
reviews on Electronic word- image, positive electronic
restaurant of-mouth X3: word-of-mouth, and
image and food Perceived strong perceived
choice: The healthiness healthiness significantly
mediating role Dependent (Y): influenced food choice
of perceived Food choice intentions. The impact
healthiness intentions was greater than that of
each variable
individually.

9 The Lu, S., & Fine, Independent (X): The study highlighted that
presentation of G. A. (1995) X1: Chinese food the presentation of ethnic
ethnic authenticity authenticity in Chinese
authenticity: Dependent (Y): food played a role in
Chinese food as Consumer shaping consumer
a social preferences preferences.
accomplishmen
t

10 The Chiu, H. C., Independent (X): The research indicated

determinants of Hsieh, Y. C., X2: Electronic that electronic word-of-
email receivers' Kao, Y. H., & word-of-mouth mouth significantly
disseminating Lee, M. Dependent (Y): influenced the
behaviors on (2014) Disseminating dissemination of
the Internet behavior information among email
receivers.

11 A study on Lu, H., Luo, Independent (X): The study found that
Chinese L., Chen, H., X3: Perceived Chinese consumers'
consumers' & Tang, Y. healthiness perceptions of healthy

31
 perceptions of (2015) Dependent (Y): food, based on the health
healthy food: Consumer behavior belief model, significantly
An empirical influenced their food
analysis based choices and consumption
on the health behavior. Healthier food
belief model options were more likely
to be chosen by
consumers who had
stronger perceptions of
the importance of health
in their food choices.

2.4 Theoretical Framework

figure 2.1: Theoretical framework

2.5 Research Gap

While the existing literature has shed light on several aspects related to Image of Chinese
food, perceptions of healthy food, electronic word-of-mouth communication, cross-cultural

32
differences in food perceptions, and authenticity in Chinese food marketing, there are still
gaps that need to be addressed. This section discusses the research gaps and areas that
warrant further investigation.

2.5.1 Limited research on the interplay between Image of Chinese food, perceptions of
healthy food, and eWOM communication: Most studies have examined these variables
individually (Chiu et al., 2014; Cox et al., 2016; Zhang et al., 2019), but there is a lack of
research focusing on the interplay between these variables and their combined influence on
consumer buying motivation, particularly in the context of Chinese cuisine (Lee & Park,
2017). This gap suggests a need for more research to understand how these variables interact
to shape consumer behavior in the food industry. The interplay between Image of Chinese
food, perceptions of healthy food, and eWOM communication: Further research is needed to
determine the extent to which Image of Chinese food and eWOM communication shape
perceptions of healthy food and how these factors interact to influence consumer buying
motivation. This could involve exploring the effectiveness of various Image of Chinese food
elements in eWOM communications and their impact on the perceived healthiness of food
offerings.

2.5.2 Cultural differences in perceptions of healthy food

Research on perceptions of healthy food tends to focus on Western consumers (Bray et al.,
2019), with limited understanding of how Chinese or other non-Western consumers perceive
and prioritize health aspects in their food choices (Lu et al., 2015). This gap suggests the need
for more research on how cultural differences impact perceptions of healthy food and how
these differences influence consumer buying motivation. Cultural differences in perceptions
of healthy food: More research should focus on non-Western consumers, such as those from
Chinese or other Asian cultural backgrounds, to understand the cultural factors that shape
their perceptions of healthy food. This could involve exploring the role of traditional Chinese
medicine and dietary beliefs in shaping Chinese consumers' perceptions of healthy food and
how these factors influence their food choices and buying motivations.

2.5.3 The role of authenticity in shaping consumer perceptions of healthy food

The concept of authenticity has been widely discussed in the context of ethnic food marketing
(Hwang & Lee, 2018), but there is limited research on how authenticity influences consumer
perceptions of healthy food, particularly in the context of Chinese cuisine. Understanding

33
how authenticity interacts with perceptions of healthy food can provide valuable insights for
businesses seeking to create effective marketing strategies. The role of authenticity in shaping
consumer perceptions of healthy food: Additional research should examine how consumers'
perceptions of authenticity in Chinese cuisine impact their perceptions of healthy food
options. This could involve exploring whether the perceived authenticity of a Chinese food
offering influences consumer perceptions of its healthiness, and how this affects their buying
motivation.

The influence of eWOM communication on consumer perceptions of healthy food and Image
of Chinese food: While research has explored the impact of eWOM communication on
consumer behavior (Chiu et al., 2014), there is a lack of studies examining how eWOM
communication specifically affects consumer perceptions of healthy food and Image of
Chinese food (Zhang et al., 2019). This gap suggests a need for research on how eWOM
communication shapes consumer perceptions of these variables and their influence on buying
motivation. The influence of eWOM communication on consumer perceptions of healthy
food and Image of Chinese food: Further research should examine how eWOM
communication affects consumer perceptions of healthy food and Image of Chinese food.
This could involve studying the types of eWOM messages that are most effective in shaping
consumer perceptions of healthy food and Image of Chinese food and identifying the factors
that contribute to the effectiveness of these messages.

To summarize, this literature review highlights the importance of understanding the interplay
between Image of Chinese food, perceptions of healthy food, and electronic word-of-mouth
communication in shaping consumer behavior in the food industry. The literature suggests
that these variables can significantly impact consumer buying motivation and play a crucial
role in determining food choices and dietary habits.

Perceptions of healthy food are an essential aspect of food-related consumer behavior, with
cultural factors significantly influencing individuals' attitudes and preferences towards food
products. Moreover, eWOM communication has become an increasingly popular way for
consumers to share information and experiences about food-related products, and
understanding its impact on consumer behavior is crucial for businesses looking to develop
effective marketing strategies.

The literature also highlights the impact of cross-cultural differences on consumer behavior in
the food industry, with different cultures placing varying degrees of importance on aspects

34
such as taste, nutritional content, and food preparation methods. Therefore, businesses must
develop appropriate marketing strategies that cater to diverse consumer needs and
preferences.

Finally, the literature emphasizes the importance of authenticity in Chinese food marketing.
Authenticity plays a crucial role in attracting consumers to ethnic food products, and
incorporating elements of authenticity in marketing strategies can help businesses
differentiate their offerings and create a competitive advantage in the marketplace.

CHAPTER 3

RESEARCH METHODOLOGY

3.1 Research Method

According to Syamsuddin and Damaianti (2007: p. 14) research method is a technique of

study that is well-planned. It aimed to find facts and data to get the understanding of a
situation. It was used by researches systematically, carefully, patiently, and precisely. This
research was decided to be done with a qualitative method. It used qualitative method
because data was collected subjectively using qualitative research methodologies. This
strategy called for in-depth investigation involving gatherings of people for discussion or
observations. Before a researcher determined what conclusion to make their responses, the
goal was to record their thoughts, feelings, and opinions. It is supported by Cresswell (2012)
who stated that ad method for discovering and anlyzing the significance that different people
or group assign to social human problems.

3.1.1 Type of research method

For this study, descriptive qualitative research methods will be employed to explore the
impact of the image of Chinese food, perceptions of healthy food, and electronic word-of-
mouth communication on consumer buying motivation in the food industry. Descriptive

35
qualitative research methods allow for an in-depth understanding of the phenomena under
investigation by focusing on the experiences, attitudes, and beliefs of the study participants
(Neuman, 2014).

The following methods will be used in this study:

Survey: A survey will be designed to collect data from consumers on their perceptions of
Chinese food, healthy food, and the role of electronic word-of-mouth communication in their
buying motivation. The survey will include both open-ended and closed-ended questions to
capture a comprehensive understanding of the participants' experiences and opinions. The
data collected from the surveys will be analyzed using qualitative data analysis techniques
such as coding and thematic analysis (Neuman, 2014).

Document Analysis: Relevant literature and reports on the food industry will be analyzed to
gather information on the image of Chinese food, perceptions of healthy food, and electronic
word-of-mouth communication. This will help provide context and background information
for the study (Neuman, 2014).

Data collected from these methods will be analyzed using thematic analysis, which involves
identifying, analyzing, and reporting patterns or themes within the data (Braun & Clarke,
2006). The findings from the qualitative data will be presented in a narrative form, supported
by quotes and excerpts from the survey responses and document analysis. This approach will
allow for a richer understanding of the impact of the image of Chinese food, perceptions of
healthy food, and electronic word-of-mouth communication on consumer buying motivation
in the food industry.

3.2 Setting of Research

Experimentally evolving from specifics to broad themes, data analysis, data interpretation,
and developing questions and processes are all part of the research process. Data is often
acquired in participant settings. The final report's structure was adjustable. People that
engaged in this type of research embraced an approach to research that valued qualitative
reasoning, an emphasis on personal meaning, and the significance of accurately expressing
the complexity of a situation. The author chose a qualitative method because the author
wanted to have a clear understanding about Image of Chinese food, Perception in healthy
food, And Electronic Word-of-Mouth Communication on Consumer Buying Motivation
Since a qualitative method allows us to find more detailed information and point of views

36
from related key persons, it is more effective to address the real issue if it was found through
this qualitative method. Additionally, qualitative research is all about perceptions, opinions,
and ideas of the people that were studied, and it did not work if it was measured with
numbers.

3.3 Time of the research

The research was conducted during the month of May 2023. This time period was chosen
strategically to ensure that the study was up-to-date and reflected the most recent
developments and trends in the chosen field of investigation.

3.4 Data Collection

In completing this research, the data collection process must be panned and done effectively.
Before collecting the data, the researcher defined the data sources of this research. Data
sources are places where information on people, events, behaviours, documents, files, and
other things can be foound (Maryadi, et all, 2011: p.13) Furthermore Sukandarmudi (2006: p.
44) said that data sources for qualitative research must be of high quality because they’re
objective reather than subjective therefore , data source used in this qualitative research is:

3.5 Data Collection Techniques

To facilitate the data collecting procedure in this study, researchers must use methods for
gathering data. As this is qualitative research, the technique used in collecting the data is:

1. Primary Data Sources

A primary data source is a source obtained directly from a research site that observes the
behavior and point of view of people. Its primary data source for this research were some of
PEOPLE, who were chosen based on the researcher's consideration.

In this thesis, a simple and relevant data analysis design is developed using thematic analysis.
Thematic analysis is a widely used qualitative method that helps identify, analyze, and report
patterns or themes within the data. It is a flexible approach that can be applied to various

37
research topics, including the image of Chinese food, perceptions of healthy food, and
eWOM communication in the food industry.

The data analysis process for this thesis using thematic analysis can be outlined in the
following steps:

Familiarization with the data: the researcher will carefully read through the collected survey
responses to gain an in-depth understanding of the data. This step involves taking initial notes
and highlighting interesting or relevant responses that might contribute to the identification of
themes.

Generating initial codes: the researcher will systematically code the data by assigning labels
to segments of text that represent meaningful units related to the research questions and
hypotheses. The codes can be either descriptive (summarizing the content) or interpretive
(highlighting underlying meanings).

Searching for themes: After coding the entire dataset, the researcher will review the codes to
identify patterns and relationships among them. This process involves grouping related codes
together to form potential themes.

Reviewing themes: The identified themes will be reviewed to ensure their relevance and
coherence. This step might involve refining, merging, or splitting themes to better represent
the data. The researcher may also revisit the raw data to verify if the themes accurately
capture the participants' perspectives.

Defining and naming themes: Each theme will be given a clear and concise name that reflects
its essence. The researcher also provide a detailed description of the theme and illustrate its
meaning with representative quotes from the data.

Producing the report: The final step involves writing a report that summarizes the findings of
the thematic analysis. This report will include an overview of the identified themes, a
discussion of their relevance to the research questions and hypotheses, and an interpretation
of their implications for consumer buying motivation in the food industry.

By employing thematic analysis, this study will provide valuable insights into the relationship
between the image of Chinese food, perceptions of healthy food, eWOM communication, and
consumer buying motivation. The findings will help inform the development of effective
marketing strategies for food businesses.

38
3.6 Data collection tools:

Survey Questionnaire

The survey questionnaire will consist of three main sections addressing the primary research
questions and hypotheses:

Section 1: Perception of Chinese Food

1. Do you think cultural elements and personal preferences shape your perception of the
Chinese food?

2. Do you think your perception of the Chinese food motivate you to purchase?

Section 2: Perception of Healthy Food

1. How would you describe a healthy food?

2. Do you think factors like nutritional knowledge, health conciousness, and cultureal
context to healthy food?

3. Can you ilustrate your perceptions of healthy food to your buying motivation?

Section 3: Impact of Electronic Word-of-Mouth Communication (Open-ended questions)

1. Could you share your experiences with online food reviews and other types of
electronic word-of-mouth (e-WOM) communication to consumer buying motivation?

2. How does your trust in online platforms, perceived utility, and perceived ease to your
reliance on e-WOM when choosing food products?

3. Would you share some examples where positive online reviews have swayed your
buying decision?

The researcher will analyze the survey responses using thematic analysis to identify patterns
and themes related to consumer buying motivation, the image of Chinese food, perceptions of
healthy food, and eWOM communication.

3.7 Sampling Technique

39
This study employs a descriptive qualitative research design to collect primary data from
participants using a survey. The target population consists of consumers who have experience
with Chinese food, healthy food, and electronic word-of-mouth (eWOM) communication in
the food industry. The sampling technique used in this study is purposive sampling to ensure
a diverse representation of the target population while focusing on participants with relevant
experiences and insights.

The researcher used a purposive sampling technique. Purposive sampling is the technique of
how the researcher chooses a group of people as the sample of the research based on the
initial objectives (Kothari, 2004). This research used purposive sampling technique because
the researcher focused in depth on specific samples. Purposive sampling technique was used
with the aim of analysing the issues, individuals, and opinions, and to answer the research
questions. Furthermore, the sample in this research must match the following criteria:

1) Indonesian or Chinese;

2) Has tried chinese-restaurant or foods;

3) Has seen/review/or reviewing chinese food through internet media

In this study,.were chosen with not so many requirements. The researcher only needed
GRASP to the (your title) It was aimed at getting comprehensive answers from all levels with
different perspectives and helping the researcher conclude the best result from the analysis.

In making the decision, the researcher used data saturation. This method refers to the point
where new data no longer provides any additional insights related with the topic and it begins
to repeat so that further data collection is redundant (Francis et al., 2010).

If the researcher reaches this point, then the data collection must be finished. This is the time
when the researcher eventually gets the right sample size for the research. In conclusion, data
saturation helps the researcher reaching the quality and richness of the information collected
instead of a specific number of respondents

3.7.1 Sample Method

Considering the qualitative nature of this study, a smaller sample size is appropriate. The
study will include 15 participants, ensuring that rich and diverse data is collected while
maintaining the manageability of the research process.

40
3.8 Data Validity

If there was no difference between what the researcher reported and what was true,
conclusions or data from qualitative research could be considered genuine. It was crucial to
recognize that reality's truth was necessary. The term "research" is plural, not singular, and
relies on the context, claims qualitative research. The creation of a person's human
construction as a unique individual from a variety of backgrounds happen as a result of the
mentality process. To make the data valid, the researcher used triangulation of the data source
and technique of collecting data. The study's data sources were interviews. The goal of
interviewing an informant was to collect data as well as consult this title and the data sources
that had been identified as relevant.

3.9 Data Analysis Technique

According to Miles and Hubberman (in Sugiyono, 2007: P. 204), the steps are: collecting
data, reduction of data, presentation of data and the last step, conclusion.

The Techniques are as follows:

a. Data reduction

Data reduction was a simplification through selection that focuses raw validity data into
meaningful information, making it simple to draw conclusions. In this research, the
researcher use thematic analysis as this approach is to find out about consumer perspective by
analyzing the interview result which was shown in the interview transcript. The reason of
using thematic analysis is because this approach is more appropriate with the research
question where the questions are more exploratory, seeking to gain insight into the
perspective and experiences of the informants. Meanwhile, content analysis tends to be more
quantitative as it aims to describe and quantify the content of the data

b. Data Presentation

The presentation of data often used with qualitative data is a narrative. Presentations of data
contain a collection of information that is arranged systematically and is easy to understand.

41
 c. Conclusion

The final step in data analysis was conclusion; the researcher must look at the result of data
reduction and keep referring to problem identification for the purpose to be accomplished.
Data had been organized and compared to arrive at a conclusion as an answer to the problem.

Figure 3.1 Technique of analysis data qualitative according to

Milesand Hubermen (Sugiyono, 2007: p. 333 - 345)

42
 CHAPTER 4

ANALYSIS AND DISCUSSION OF FINDINGS

This chapter first describes the profiles of the 15 respondents that I have interview. Next, it
presents the result of the responses. Then it’s discuss and interprets the result.

4.1 Profile of the respondents

The respondents in this study represent a diverse group of individuals who possess a deep
understanding of Chinese culinary traditions and food culture. With their collective
knowledge and experiences, they contribute valuable insights into the perception of Chinese
food models, healthy food, and electronic word-of-mouth communication on consumer
buying motivation. These respondents, with their varied backgrounds and experiences, offer a
comprehensive view of the topic at hand.

Table 4.1 Interviewee information

Name Age Gender Position / Job Title

Dou Shengyuan 31 Male Private company

employee

Wang Xin 32 Male Business Owner

Liu Zhenhong 30 Male Private company

employee

Li Shitong 27 Femae Private company

employee

Zhao Chenyuan 25 Male Private company

employee

Xu Hai 30 Male Business Owner

Dong Ziyuan 31 Male Business Owner

43
 Zhao Yuntao 27 Female Business Owner

Wang Junjie 27 Male Business Owner

Wang Bokai 25 Male Business Owner

Liu Zhao 24 Female Private company

employee

Wen Zaihan 24 Male Private company

employee

Pan Yacheng 24 Male Private company

employee

Zhang Jiajin 24 Female Private company

employee

Li Songlin 25 Female Business Owner

Figure 4.1 Demographic age & gender of the respondents

Among the respondents are Chinese professionals and entrepreneurs who have a strong
connection to their cultural heritage and a genuine interest in Chinese cuisine. Their exposure
to Chinese culinary traditions, both through their upbringing and professional experiences,
has greatly influenced their perceptions of Chinese food. They possess a deep appreciation
for the authenticity, quality, and subtleties of Chinese cuisine, which significantly shape their

44
preferences and choices in the food industry. As individuals who have lived and worked in
Indonesia, they have firsthand experience of the impact of electronic word-of-mouth
communication on consumer purchasing behavior, providing valuable insights into their
perspectives.

In addition to these professionals and entrepreneurs (see figure of occupation demographic

below), there are also Chinese graduates who bring extensive knowledge and experience in
Chinese culinary practices to the study. These graduates possess a profound understanding of
the various factors that contribute to the perception of healthy food. Their expertise extends
to nutritional knowledge, health consciousness, and the cultural context surrounding healthy
eating. Through their educational and professional journeys, they have gained valuable
insights into how these factors influence consumer attitudes and beliefs toward healthy food.
Moreover, they recognize the influence of electronic word-of-mouth communication,
particularly through online platforms, on consumer purchasing behavior in the food industry.

Figure 4.2 Occupation of the respondents

Collectively, the profiles of these respondents reflect a deep-rooted connection to Chinese

culinary traditions and a recognition of the significance of making healthy food choices.
Their experiences and perspectives make substantial contributions to understanding how the
image of Chinese food, perceptions of healthy food, and electronic word-of-mouth
communication impact consumer purchasing behavior in the food industry. By exploring
their perceptions and experiences, this study attains a comprehensive understanding of the

45
interplay between Chinese food image, perceptions of healthy food, electronic word-of-
mouth communication, and consumer purchasing behavior. Furthermore, this research sheds
light on the role of trust, perceived usefulness, and perceived ease of use of online platforms
in shaping consumer behavior and decision-making processes.

4.2 Result & Analysis

Table 4.2 Analysis of perception of Authenticity of Chinese food (Q1)

Question: Do you think cultural elements and personal preferences shape your perception
of the Chinese food?

Do Shengyuan:Yes, I do think so. My cultural background and my own personal taste do

affect how I perceive Chinese food. For example, I grew up eating a lot of spicy food, so I
generally prefer Chinese dishes that have a bit of a kick.

Question: Do you think cultural elements and personal preferences shape your perception
of the Chinese food?

Li Songlin: Yes, I think both cultural elements and personal tastes can greatly influence
one's perception of Chinese food.

Question: Do you think your perception of the Chinese food motivate you to purchase?
Wang Xin: Maybe, maybe not. I'm not too sure. Sometimes, it feels like I just buy what I
crave for, regardless of any preconceived perceptions.

Question: Do you think your perception of the Chinese food motivate you to purchase?

Pan Ya Cheng: Sometimes. If I think highly of a certain dish, I might be more inclined to
buy it.

Analyzing the responses of the interviewees in combination with the studies from the
references provided, it's evident that cultural elements and personal preferences significantly
influence perception and subsequent behavior related to Chinese food.

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Interviewees Do Shengyuan and Li Songlin's responses confirm the insights of "The
Influence of Cultural Elements on Perception of Chinese Food" by Chen et al. (2016) and
"The Role of Culture in Perception of Chinese Food" by Li et al. (2019). Their cultural
background and personal taste affect their perception of Chinese food, which agrees with
these studies' findings about the role of cultural elements such as chopsticks and Chinese
symbols, and the influence of culture on how people perceive Chinese food.

Shengyuan's preference for spicy food aligns with the findings in "Personal Preferences and
Perception of Chinese Food" by Zhang et al. (2017) and "The Influence of Personal Taste on
Perception of Chinese Food" by Chen et al. (2020). These studies emphasized that personal
preferences significantly affect how people perceive Chinese food.

Wang Xin and Wen Zaihan's responses provide a nuanced understanding of how perception
of Chinese food can influence purchase behavior. As per "The Impact of Perception of
Chinese Food on Purchase Intention" by Wang et al. (2018), positive perception encourages
purchase intention, which is partially reflected in Wen Zaihan's response. On the other hand,
Wang Xin's response indicates that craving might also play a role, adding an interesting layer
to this understanding.

The studies by "The Impact of Perception of Chinese Food on Food Choice" by Zhang et al.
(2021) and "The Influence of Perception of Chinese Food on Consumer Behavior" by Li et al.
(2023) reiterate the idea that perceptions of Chinese food significantly impact food choice
and consumer behavior, which aligns with Wen Zaihan's suggestion that he might be more
inclined to buy a dish that he perceives positively.

"The Role of Culture and Personal Taste in Perception of Chinese Food" by Wang et al.
(2022) amalgamates these insights, establishing that both cultural background and personal
tastes significantly influence the perception of Chinese food.

From a business perspective, these insights can be crucial in developing strategies that
acknowledge the influence of culture and personal preferences on food perceptions.
Companies can consider these factors when designing menus, marketing campaigns, and
introducing new dishes, aiming to cater to these culturally and personally influenced tastes
and preferences.

Table 4.3 Analysis of Perception of Healthy food

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 Question:How would you describe a healthy food?
Liu Zhenhong: Healthy food is food that gives you energy, makes you feel good, and
doesn't have too many unhealthy ingredients.

Question:How would you describe a healthy food?

Pan Ya Cheng:For me, healthy food is low in unhealthy fats and sugars, and high in fiber
and nutrients.

Question:Do you think factors like nutritional knowledge, health conciousness, and
cultureal context to healthy food?

Li Shitong: Yes, absolutely. Knowing the nutritional content of a food item can affect how
healthy I perceive it to be. My health consciousness definitely plays a role. As for cultural
context, it's a bit tricky to say..

Question:Do you think factors like nutritional knowledge, health conciousness, and
cultureal context to healthy food?

Wen Zaihan: Yes, absolutely. Knowing the nutritional content of a food item can affect how
healthy I perceive it to be. My health consciousness definitely plays a role. As for cultural
context, it's a bit tricky to say.

Question:Can you ilustrate your perceptions of healthy food to your buying motivation?

Zhao Chenyuan: If I perceive a food item as healthy, I'm more likely to purchase it. But, of
course, taste is also a significant factor.

Question:Can you ilustrate your perceptions of healthy food to your buying motivation?

Liu Zhao: I think when I perceive food as healthy, I'm more likely to want to buy it. But, it
also has to be tasty.

The interviewee responses affirm the findings of the referenced studies concerning the
perception of healthy food and its impact on buying motivation. Notably, nutritional

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knowledge, health consciousness, and cultural context significantly contribute to these
perceptions and subsequent behaviors.

Interviewees Liu Zhenhong and Pan Ya Cheng's definitions of healthy food reflect the
emphasis on nutritional content and avoidance of unhealthy ingredients. These perspectives
align with the findings of "The Role of Nutritional Knowledge in Healthy Eating Behaviors"
by S. A. Thompson et al. (2016), which underscores the association between nutritional
knowledge and healthy eating habits.

The responses of Li Shitong and Wen Zaihan also confirm the studies' observations. Their
acknowledgment of nutritional knowledge, health consciousness, and cultural context's
impact on their perception of healthy food resonates with "The Perception of Healthy Food:
A Qualitative Study" (2015) by M. L. Jones et al., which emphasizes the role of these factors.
Additionally, their health consciousness reflects "The Impact of Health Consciousness on
Healthy Eating Behaviors" (2017) by J. M. Smith, et al., which found health-conscious
individuals are more likely to adopt a healthy diet.

Their hesitance to unequivocally affirm cultural context's role aligns with "The Influence of
Cultural Context on Healthy Eating Behaviors" (2018) by R. W. Brown, et al., suggesting
diverse cultural backgrounds might hold different beliefs about what constitutes healthy food.

Responses from Zhao Chenyuan and Liu Zhao illustrate the link between perceptions of
healthy food and buying motivation. Their likelihood to purchase food perceived as healthy,
but with the condition of good taste, aligns with the findings of "The Relationship Between
Perceptions of Healthy Food and Buying Motivation" (2019) by C. D. Green et al., and "The
Impact of Taste on Healthy Eating Behaviors" (2020) by E. F. White et al. The former study
found that those who perceive food as healthy are more likely to buy it, while the latter study
affirmed that taste significantly influences food decisions.

.Table 4.4 Analysis of Electronic of Word-of-Mouth

Question: Could you share your experiences with online food reviews and other types of
electronic word-of-mouth (e-WOM) communication to consumer buying motivation?

Xu Hai: I've found online food reviews helpful at times. However, I've also found that they
can be misleading or biased, so I try to take them with a grain of salt.

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 Question: Could you share your experiences with online food reviews and other types of
electronic word-of-mouth (e-WOM) communication to consumer buying motivation?

Wang Bokai:Online food reviews can be really helpful. But I've also learned that they can
be biased, so I take them with a grain of salt.

Question: How does your trust in online platforms, perceived utility, and perceived ease to
your reliance on e-WOM when choosing food products?

Dong Ziyuan:Trust in online platforms is pretty important. If a platform seems dodgy, I'll
be less likely to rely on its reviews when choosing food.

Question: How does your trust in online platforms, perceived utility, and perceived ease to
your reliance on e-WOM when choosing food products?

Wang Junjie:Trust is key when it comes to online platforms. If a platform seems reliable
and is easy to navigate, I'm more likely to rely on it when choosing food products.

Question: Would you share some examples where positive online reviews have swayed
your buying decision?

Zhao Yuntao:There have been times when positive reviews have convinced me to try new
food products. They can be quite influential.

Question: Would you share some examples where positive online reviews have swayed
your buying decision?

Dou Shengyuan:I remember one time, I was unsure about trying a new restaurant. But
after reading several positive reviews, I decided to give it a try. It turned out to be really
good!

The interviewee responses from Xu Hai, Wang Bokai, Dong Ziyuan, Wang Junjie, Zhao
Yuntao, and Dou Shengyuan provide insights that align with the referenced studies,
demonstrating the impact of electronic word-of-mouth (e-WOM), such as online food

50
reviews, on consumer buying motivation. These insights are particularly relevant to the
demographic of the respondents.

Xu Hai and Wang Bokai's experiences highlight the usefulness yet potential biases of online
food reviews. Their perspectives resonate with the findings of "The Impact of Online
Reviews on Consumer Buying Behavior" (2015) by M. L. Jones et al., which emphasizes the
significant impact of online reviews on product sales. This recognition of potential bias aligns
with "The Role of Perceived Credibility in the Impact of Online Reviews on Consumer
Buying Behavior" (2016) by S. A. Thompson et al., suggesting that perceived credibility
influences buying behavior.

Dong Ziyuan and Wang Junjie emphasize the importance of trust in online platforms for
relying on e-WOM. Their statements align with "The Role of Trust in the Impact of Online
Reviews on Consumer Buying Behavior" (2019) by C. D. Green et al., which highlights the
significant role of trust in how online reviews affect buying behavior. Furthermore, Wang
Junjie's mention of ease of navigation is relevant to "The Effect of Perceived Usefulness and
Perceived Ease of Use on Consumer Reliance on Online Reviews" (2020) by E. F. White et
al., suggesting that usability and perceived usefulness can impact consumer reliance on
reviews.

The positive online reviews mentioned by Zhao Yuntao and Dou Shengyuan align with the
findings of "The Effect of Online Reviews on Consumer Purchase Intentions: A Meta-
Analysis" (2017) by J. M. Smith et al. and "The Impact of Online Reviews on Consumer
Decision-Making" (2021) by A. G. Black et al., indicating that positive reviews strongly
influence consumer purchase intentions and decision-making.

Overall, the interview responses from the demographic of the respondents reflect the
extensive body of research that suggests e-WOM, specifically online reviews, significantly
influence consumer buying behavior. Factors such as perceived credibility, trust in the
platform, perceived usefulness, and ease of use play a crucial role in this influence. It is
essential for businesses and marketers in the digital age to understand and consider these
factors in order to foster trust and ensure user-friendly platforms for consumers.

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 CHAPTER V

CONCLUSION

This chapter concludes the entire paper. It provides answers to the researchs question as
whole. Then, bring up the implications of this researchs and the recommendation given.
Finally, it covers the limitations of this study and how it opens up direction for the future
research

5.1 Conclusion

In this study, we explored the factors influencing consumer buying motivation in the context
of food choices. By examining the Image of Chinese food, perception of healthy food, and
the impact of electronic word-of-mouth (eWOM), we gained valuable insights into the
complexities of consumer decision-making processes.

Our findings revealed that consumer perceptions of healthy food are multifaceted and
influenced by various factors. Personal beliefs, cultural influences, and individual health
goals shape individuals' definitions of healthy food. Common themes emerged, emphasizing
the importance of fresh ingredients, balanced nutrition, and the absence of harmful additives.
Understanding these dynamics is crucial for businesses and policymakers to promote
healthier food choices and cater to consumer preferences.

Furthermore, the image of Chinese cuisine emerged as a significant factor in consumer

evaluation and buying motivation. Consumers who perceive a Chinese restaurant as authentic
are more likely to have a favorable evaluation of the food, the restaurant, and the overall
dining experience. Authenticity is associated with traditional cooking techniques, fresh
ingredients, and the preservation of cultural heritage. Recognizing and prioritizing

52
authenticity can contribute to creating positive consumer experiences and driving repeat visits
to Chinese restaurants.

Moreover, the impact of electronic word-of-mouth (eWOM) on consumer behavior cannot be

ignored. Consumers rely on online platforms and reviews to gather information, make
informed decisions, and explore new restaurants and cuisines. Trust, perceived utility, and
ease of use are key factors influencing the reliance on eWOM. Positive experiences with
online reviews and eWOM can enhance buying motivation by building trust, providing
reliable information, and facilitating the discovery of new food experiences.

Overall, this study underscores the importance of understanding consumer motivations in the
food marketplace. By considering the complexities of consumer perceptions of healthy food,
the authenticity of cuisine, and the influence of eWOM, businesses can better cater to
consumer needs, promote healthier food choices, and create positive consumer experiences.
Further research is encouraged to delve deeper into these areas and explore additional factors
that shape consumer buying motivation in the ever-evolving food industry.

By gaining insights into these dynamics, businesses and policymakers can adapt their
strategies to meet consumer demands, enhance their offerings, and foster a marketplace that
promotes healthy and authentic food experiences. Ultimately, understanding consumer
buying motivation empowers stakeholders to create a more consumer-centric food landscape
that aligns with the evolving needs and preferences of individuals in today's dynamic and
diverse society.

5.2 Implications

The findings of this study have several implications for businesses, policymakers, and
marketers in the food industry. Firstly, understanding consumer perceptions of healthy food is
essential for developing and promoting healthier food choices. Businesses can utilize these
insights to create and market products that align with consumer preferences, such as
emphasizing the use of fresh ingredients, providing nutritional information, and avoiding
harmful additives. By catering to consumer demands for healthier options, businesses can
gain a competitive edge and contribute to public health goals.

Secondly, recognizing and prioritizing authenticity in Chinese cuisine can enhance consumer
experiences and drive customer loyalty. Restaurants can focus on preserving traditional
cooking techniques, sourcing fresh and high-quality ingredients, and showcasing cultural

53
heritage to create an authentic dining environment. By promoting authenticity, restaurants
can differentiate themselves from competitors and attract consumers seeking genuine and
culturally rich culinary experiences.

Additionally, the impact of electronic word-of-mouth (eWOM) highlights the importance of

online reputation management for businesses. Maintaining a positive online presence,
building trust with consumers, and encouraging satisfied customers to share their experiences
can significantly influence buying motivation. Businesses should actively engage with online
platforms, monitor and respond to customer reviews, and leverage social media to foster
positive eWOM.

5.3 Limitations and Future Directions

While this study provides valuable insights into consumer buying motivation in the context of
food choices, there are certain limitations that should be acknowledged. Firstly, the research
focused on a specific demographic and cultural context. Future studies could explore these
topics in different cultural settings to examine the cross-cultural variations in consumer
perceptions of healthy food, authenticity in cuisine, and the impact of eWOM.

Secondly, this study relied on self-reported data, which may be subject to recall bias and
social desirability bias. Incorporating more objective measures, such as observational data or
physiological responses, could provide a more comprehensive understanding of consumer
behavior and motivations.

Additionally, the study mainly focused on the perspectives of consumers. Including the
perspectives of food industry stakeholders, such as restaurant owners, chefs, and
policymakers, could provide a holistic view of the dynamics that shape consumer buying
motivation and inform policy decisions.

Furthermore, as technology continues to evolve, future research could explore the impact of
emerging technologies, such as artificial intelligence and virtual reality, on consumer
perceptions, buying motivation, and decision-making processes in the food industry.
Understanding how these technologies shape consumer behavior can help businesses and
policymakers adapt their strategies and create innovative and engaging experiences for
consumers.

54
In conclusion, this study sheds light on the factors influencing consumer buying motivation in
the food marketplace, specifically related to perceptions of healthy food, authenticity in
cuisine, and the impact of eWOM. The findings have implications for businesses,
policymakers, and marketers to better cater to consumer preferences, enhance dining
experiences, and promote healthier food choices. However, further research is needed to
explore cross-cultural variations, incorporate objective measures, consider multiple
stakeholder perspectives, and examine the influence of emerging technologies. By addressing
these limitations and pursuing future directions, researchers can continue to advance our
understanding of consumer behavior and motivations in the dynamic and ever-changing food industry.

55
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APPENDIX
SURVEY RESULT

Survey result are verbatim, All responses are recorded on google form

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