Abstract:

This study was carried out to determine the relationship between consumers’ perceptions of risk and benefits for street tastes and their objective norms and behavioral intentions. For this purpose, data was collected by the survey method from people who experience the street tastes. Available data are subject to evaluation using frequency, average, standard deviation, t test, ANOVA, correlation and regression analysis. The T tests showed that the levels of risk and subjective norms perceived by the behavioral intentions of the participants are gender-by-sex; the levels of benefits perceived vary by gender and civic status variants; and the ANOVA tests showed that the behavioral intentions vary only by income level. On the other hand, the results of the analysis for the purpose of determining the relationships between the variables have found that there are a high degree of sensitive and positive relationships between the sensitive benefits and the behavioral intentions; a low degree of behavioral intentions; and a high degree of sensitive and positive relationships between the sensitive norm and the behavioral intentions. In addition to this, there have been low, meaningful and negative relationships between the detected risk and the detected benefit, the subjective norm and the behavioral intentions. The results of the regression analysis to test the hypothetical model have shown that the detected risk has meaningful and negative effects on the detected benefit, the objective norm and behavioral intentions; the detected benefit on the behavioral intentions; the objective norm on the behavioral intentions; and the detected benefit has meaningful and positive effects on the objective norms.

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