The role of xiaohongshu in dietary acculturation and its influence on Chinese international students’ purchase intention for Malaysian traditional food

Zhang, N.; Noor, S.

Growing Science » Decision Science Letters » The role of xiaohongshu in dietary acculturation and its influence on Chinese international students’ purchase intention for Malaysian traditional food

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Decision Science Letters

ISSN 1929-5812 (Online) - ISSN 1929-5804 (Print) Quarterly Publication Volume 15 Issue 1 pp. 35-46 , 2026

The role of xiaohongshu in dietary acculturation and its influence on Chinese international students’ purchase intention for Malaysian traditional food Pages 35-46 Download PDF

Authors: Nan Zhang, Shuhaida Md Noor

DOI: 10.5267/j.dsl.2025.11.002

Keywords: Information Quality, Electronic Word of Mouth, Perceived Usefulness, Perceived Enjoyment, Attitude, Trust, Purchase Intention, Food Neophobia

Abstract: This study investigates the role of Xiaohongshu in shaping Chinese international students’ purchase intentions (PI) toward Malaysian traditional food. Drawing on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the research examines the direct effects of information quality, electronic word of mouth (eWOM), perceived usefulness (PU), and perceived enjoyment (PE) on PI, as well as the mediating roles of attitude and trust and the moderating role of food neophobia. A quantitative research design was employed, and data were collected through a structured questionnaire distributed among Chinese international students studying in Malaysia. A total of 380 valid responses were obtained, with established scales adapted from prior research to measure the constructs. The data were analyzed using SPSS, including reliability testing, correlation analysis, regression analysis, and mediation and moderation tests. The results revealed that all four independent variables significantly influenced PI, with both attitude and trust mediating these relationships. Furthermore, food neophobia was found to moderate the effects of attitude and trust on PI, weakening these positive associations among students with higher levels of neophobia. These findings confirm the importance of cognitive and affective factors in food-related consumer behavior within a cross-cultural context. This study extends TAM and TPB by applying them to the context of social media–driven cross-cultural food consumption. It provides theoretical insights into the role of trust, attitude, and individual differences in shaping consumer behavior, while also offering practical recommendations for marketers and cultural promoters seeking to enhance the acceptance of Malaysian traditional food among international students.

How to cite this paper

 Zhang, N & Noor, S. (2026). The role of xiaohongshu in dietary acculturation and its influence on Chinese international students’ purchase intention for Malaysian traditional food.Decision Science Letters , 15(1), 35-46.

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