From Screen to Table: How Religious Food Documentaries Inspire Non-Religious Consumers’ Purchase Intentions

From Screen to Table: How Religious Food Documentaries Inspire Non-Religious Consumers’ Purchase Intentions | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Article From Screen to Table: How Religious Food Documentaries Inspire Non-Religious Consumers’ Purchase Intentions Jian Yang, Ni Cai Yang, Hua Dong Zhang, Rui Yao This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-5301412/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract Religious food plays a key role in conveying religious culture, transcending religious values due to its everyday and universal nature. With the growth of digital media, film and television, particularly documentaries, have become valuable tools for promoting religious food culture. While religious food is often viewed as a niche for the faithful, non-religious consumers now dominate the halal food market. This study explores how religious food documentaries influence non-religious individuals' purchase intentions, focusing on narrative transportation theory and awe in religious experiences through the lens of the theory of planned behaviour (TPB). A survey of 381 non-Muslim viewers of halal food documentaries revealed that documentary narratives and religious experiences significantly impact purchase intentions. Telepresence and social presence in the narratives affect perceived behavioural control, attitudes, and subjective norms, while awe directly influences subjective norms. All three intermediate variables positively contribute to purchase intentions. The findings offer insights and recommendations for religious food marketers and scriptwriters. religious food halal food non-Muslim documentary awe telepresence social presence TPB Figures Figure 1 1. Introduction Food is often considered a symbol of religion. Jews eat religious food on specific holidays to commemorate their history of slavery and freedom (Cohen, 2021). In the Quran, milk is likened to a calm and cool person, which relates to the Islamic custom of forbidding alcohol. Thus, food in religious practices is a product of religious cultural heritage. In almost all cases, religious food is inextricably linked to religious rituals, practices, prohibitions and praises (Feeley-Harnik, 1995; Aulet et al., 2021). Given that food is an essential part of daily life, non-religious people may also take interest in religious food. Accordingly, scholars have examined whether there are implications for religious people’s interactions with out-of-religion groups (Cohen, 2021), and some suggest that food and eating transcend the boundaries between religion and non-religion (Salonen, 2018). Whilst the halal food market has witnessed remarkable growth in recent years, a large proportion of its consumers are non-Muslims (Millatina et al., 2022) who are aware of the dogmatic beliefs in Islam and acknowledge the importance of religion in halal food consumption (Billah et al., 2020). People increase their consumption of religious food as their understanding of the linked religion increases (Pradana et al., 2024). Previous studies show that documentaries are excellent vehicles of mass propaganda that can promote cross-cultural and cross-religious understanding. Documentaries have also been shown to inspire knowledge acquisition and cognitive change amongst non-believers (Lindsay, 2023). Food-related documentaries have already demonstrated a positive impact on promoting food consumption (Ma et al., 2020). In sum, using documentaries to introduce halal food can promote an understanding of Islam, boost the halal food market and stimulate economic development through culture. Many documentaries have centred on halal food, such as Religion and Food , Food for the Soul and Halal Taste , all of which have gained wide acclaim (Nettles, 2007). Whilst many studies have examined the halal food consumption by Muslims (Secinaro et al., 2020), only a few have examined the market acceptance of halal food by non-Muslims (Mathew et al., 2014). Research on halal food documentaries has mainly explored their contents (Saputra et al., 2021) and platform characteristics (Tzeng et al., 2023) yet largely ignored their narrative aspect. Visual narratives are powerful forms of religious dialogue (Lindsay, 2023). People are most attracted to narratives, as is often the case in marketing, where storytelling is used to persuade audiences and change their attitudes and behaviours at the same time (Woodside, 2010; Srivastava et al., 2023; Hamby et al., 2024). Some studies show that those people who are visually exposed to religious messages tend to experience awe (Kahn et al., 2021), which is a powerful transcendent emotion that stimulates audiences to act and consume (Kaplan et al., 2023). However, the relationship between awe and visual narrative remains unknown. Previous studies on food consumption are mainly grounded on theory of planned behaviour (TPB) (Kim et al., 2013; Vabø et al., 2016; Yadav et al., 2016). Therefore, this study builds a model based on TPB to understand the influence of halal food documentaries on customers’ purchase intentions. This paper also examines the narrative aspects of documentaries related to halal food and the audience’s awe triggered by their religious experience. According to narrative transport theory, narratives in film and television create a sense of telepresence and social presence, which can trigger the audience’s love for religious food and induce their purchase intentions. Theory of religious experience explains that spiritual experience can evoke awe amongst religious and non-religious people (Yamane, 2000). Awe is also an intrinsic motivation that has always been highly valued by non-Muslims ((Pizarro et al., 2021)). Therefore, this paper combines narrative transport theory and religious experience theory to explore the antecedents of purchase intentions within the framework of TPB. Specifically, this study seeks to (1) explore whether the telepresence induced by watching documentaries can influence the perceived behavioural control (PBC), attitudes toward behaviour and purchase intentions of audiences; (2) investigate whether the social presence felt by audiences from documentaries can influence their attitudes toward behaviour, subjective norms and purchase intentions; (3) explore whether the audience’s religious experience through awe can influence their subjective norms; (4) differentiate the effects of telepresence, social presence and awe generated by narratives on the audience’s purchase intentions through mediating factors; and (5) provide valuable recommendations for halal stakeholders, including halal marketers, halal ministries of propaganda and documentary filmmakers. 2. Literature Review 2.1 Halal food and documentaries In the Quran, the word ‘halal’ means doing or consuming according to what is permissible in Islam (Syed et al., 2022; Aslan, 2023; Nazaruddin et al., 2023). Therefore, halal food is any food that complies with Islamic law (Sthapit et al., 2022). Islam also sets out some specific rules to distinguish halal food from non-halal food. For example, Islam prohibits the use of pigs, carrion, anaesthetics and other elements that may affect the human body (Ramli et al., 2021), thereby explaining why halal food is also regarded by many, including non-Muslims, as good for physical and mental health (Syed et al., 2022). In addition to its intrinsic advantages, halal food also has extrinsic factors, such as the culinary traditions, lifestyle and heritage associated with Muslims, that attract many non-Muslim consumers, hence explaining why many Islamic countries market themselves through halal food culture and cuisine (Sthapit et al., 2022). Although an increasing number studies are focusing on non-Muslim consumers’ acceptance and intention to purchase halal food (Xiong et al., 2024), the ways through which they enjoy the advantages of halal food have received little attention. Documentaries are artistic portrayals of real events that use dramatic and persuasive techniques to engage the audience’s emotions, values and reasoning (Bradbury et al., 2020). The food documentary, Tongue Tip of China , has attracted much attention at home and abroad since its premiere, which piqued the interest of audiences about the Chinese food culture and cultural identity (Qu, 2023). Therefore, documentaries can serve as a good marketing vehicle for religious food. Religious food documentaries showcase the religious food production process, customs and religious restaurants with authenticity. These documentaries are even broadcasted on specific days in some countries to promote religious food consumption (Son et al., 2013). Studies on Islam show that documentaries about halal can induce viewers’ purchase intentions and positively influence their choice of tourist attractions (Saputra et al., 2021). Therefore, documentaries offer a suitable way for promoting halal food. 2.2 Narrative transport theory Narrative transport theory concerns the use of some medium as a vehicle to transport the recipient of a story from the real world to the ‘story world’, thereby influencing his/her perceptions, attitudes and behaviours. Narrative transport is an immersive state of mind in which the receiver is involuntarily immersed in the story (Green et al., 2008). When individuals engage with narrative artworks (Packard et al., 2020) or digital media (van Laer et al., 2019) and feel immersed in the story, they adopt the story’s perspective and experience its emotions (Busselle et al., 2008). Narrative transport theory has been applied in narrative videos advertising research (Yang et al., 2021) because general surveys show that narrative videos produce excellent persuasive effects. Videos can create a valuable experience for the audience by telling a story that generates positive associations (Karampournioti et al., 2021). Even narrative traffic can alleviate the viewers’ sense of unfamiliarity or discomfort with the content (Yang et al., 2015). Therefore, documentaries should adopt storytelling to effectively promote halal food and religious culture. Grounded on narrative transport theory, this study reveals that watching documentaries easily promotes a sense of telepresence that allows the audience to immerse themselves in the narrative in a remote environment (Mohaidat, 2023). This narrative also brings a sense of social presence as the audience is immersed in the depictions presented in the documentary, thus achieving interactivity (Cao et al., 2021). Telepresence is a self-perceived experience (Winters, 2010), whilst social presence is an interactive one (Al-Ghaith, 2015). This paper uses telepresence and social presence as independent variables to understand their effects on the audience’s intention to purchase halal food. 2.3 Telepresence Telepresence means that viewers can indulge in a remote environment as if they are physically present at the location being depicted in a documentary (Winters, 2010). The concept of telepresence was originally introduced in the fields of computers and engineering (Draper et al., 1998) to indicate the feeling of interactively participating in a virtual environment. Previous studies have integrated telepresence into digital media to explore the users’ experience of digital media products (Rodríguez-Ardura et al., 2014). E-commerce research shows that online livestreaming provides an excellent shopping environment that offers buyers with a well-presented telepresence and consequently drive their purchase intentions (Lim et al., 2018). Due to the immersive experience provided by telepresence, some related studies have integrated the aspect of artificial intelligence into this concept (Kim et al., 2016). However, most studies on telepresence are only conducted on the technical level and fail to explore its internal meaning. This paper aims to fill this gap by studying the sense of immersion brought about by the narrative in documentaries. A documentary film is a digital medium and virtually constructed space; however, unlike computers, this space is constructed through narrative (Rodríguez-Ardura et al., 2014). The narrative space in halal food documentaries involves Muslim food routines, cultural rituals and social interactions. Through these narratives, audiences are caught up in these documentaries, leading to a perceptual experience of telepresence (Winters, 2010). 2.4 Social presence Previous studies have pointed out that the medium gives a sense of presence, but the degree of this presence varies across mediums. Social presence refers to the ability of a medium to allow consumers to interact with others with a sense of psychological presence (Algharabat et al., 2018). Fortin et al. (2005) pointed to a high level of interactivity in television media. Studies on film and television have explored the impact of technological developments on the audience’s sense of presence (Lin et al., 2010; Nielsen et al., 2016). Some scholars even describe film watching as a social behaviour that specifically refers to social communication by other viewers (Rothe et al., 2021), whilst others claim that audiences perceive a sense of interaction when watching a film (Lombard et al., 2000; Mateer, 2017). Research has shown that spatial and social presence in virtual environments enhances people's sense of connection and enjoyment in social activities (Szita et al., 2024). Video content, in particular, can foster a sense of belonging (Derrick et al., 2009). As a form of video media, documentaries offer a narrative experience that temporarily immerses viewers in social presence (Valenzuela et al., 2023). In the context of this study, the virtual environment created by halal food documentary narratives invites people to immerse themselves, experience a sense of belonging, and derive happiness from it. 2.5 Awe Awe is a complex emotion intermingled with respect, inferiority, obedience and other complex emotions (Zhao et al., 2022). This emotion is mainly characterised as having ‘perceived vastness and the need for adaptation’, where ‘perceived vastness’ means that people should be aware of their habitual cognitive frame of reference, and ‘need for adaptation’ means that people need to adapt to awe and change their existing beliefs to understand their awe (Shiota et al., 2007). Much of the relevant literature describes awe as a factor that influences cognitive behaviour, and its predisposing factors are mostly different (Schaffer et al., 2023). Most of these factors are triggered by exposure to nature (Yan et al., 2021; Zhang et al., 2024), whilst others are induced by cultural heritage or physical triggers, such as high-rise buildings (Collado et al., 2019; Hinsch et al., 2020). Spiritual awe, including religious awe, is induced in the abstract (Bussing et al., 2021). Research on spiritual awe has focused on its effects on behaviour, such as the prosocial behaviour of tourists (Yan et al., 2021; Kaplan et al., 2023), and religious cohesion (Naclerio et al., 2021; Van Cappellen et al., 2021). In addition to physical contact, many studies point to videos as a common tool for inducing awe (Kahn et al., 2021). However, research on how videos trigger religious awe is relatively scarce. This paper aims to fill this gap by exploring halal food documentaries as an inducer of people’s awe. Given that religious awe can also be experienced by non-religious people (Büssing et al., 2023), this study specifically focuses on the non-religious population to enrich the literature. 2.6 Theory of Planned Behaviour Introduced by Ajzen in 1985, TPB aims to predict and explain human behaviour in specific situations (Ajzen, 1991). Given the inability of theory of reasoned actions to deal with behaviours over which an individual has incomplete volitional control, TPB extends this theory by adding PBC as a new component. People’s selection of halal food is predicated on their beliefs about halal food purchase (Shah Alam et al., 2011), and PBC is determined by the belief that people have the opportunities and resources needed to engage in a particular behaviour (Ajzen, 1991). TPB has often been used in predicting the purchase and consumption of halal food (Usman et al., 2024) and meat (Parida et al., 2023) and the cognitive intention to purchase halal food (Loussaief et al., 2023). However, only a few studies have attempted to predict the intention of non-Muslims to consume halal food despite the growing size of this market. Some studies call for further research into the behaviours of non-Muslim consumers (Ramli et al., 2021). This paper responds to such call by adopting TPB to explore the halal food purchase intentions of non-Muslims. The TPB framework contains three factors, namely, attitudes toward behaviour, subjective norms and PBC, which altogether contribute to the creation of behavioural intentions. The central element of TPB is the intention to perform a particular behaviour (Amalia et al., 2020), which, in the context of this study, refers to the viewer’s induced intention to purchase halal food (Suleman et al., 2021). Attitudes toward behaviour, also known as behavioural beliefs, refer to beliefs about the predicted likelihood for a certain behaviour to produce consequences (Ajzen, 2020). Subjective norms refer to the social pressures to either engage in or refrain from a particular behaviour (Yadav et al., 2016), that is, the reactions to certain behaviours of groups or individuals (e.g., family, friends, doctors, etc.) and whether an individual takes these reactions into account when deciding to perform a certain behaviour (Silalahi, 2023). PBC refers to the perception of how easy or difficult it is for a behaviour to be performed. PBC comprises two components, namely, self-efficacy, which refers to the belief in one’s ability to perform a certain behaviour, and enabling conditions, which refer to the completeness of the external conditions for executing an action (Hasyim et al., 2021). Although TPB has been widely used in halal food research, the use of this theory in different research contexts may not provide adequate and comprehensive explanations for the studied phenomenon (Amalia et al., 2020; Syed et al., 2022). Some studies have integrated religiosity into TPB by considering the religious aspects of halal food given that individuals with religious beliefs are more inclined to purchase this food (Suleman et al., 2021). Amongst non-Muslims, some researchers note that the display of halal signs on halal food and the health awareness of consumers can shape their attitudes. As such, these researchers have extended TPB to comprehensively explain the phenomenon of non-Muslim consumption (Billah et al., 2020). Other studies have extended TPB by including several factors, such as religious self-identity and moral obligation, which can be used by food producers when designing marketing strategies (Vanany et al., 2020). Most of these studies start their investigations from the characteristics of non-Muslims and the specificity of halal food as an inducement to purchase with little reference to other external factors. To fill this gap, the current study explores the introduction of halal food in documentary films, whose narratives can improve the image of this food (Tzeng et al., 2023). Due to the unique narrative characteristics of food documentaries, this study incorporates telepresence and social presence into TPB to further refine its exploration of halal food purchase intention. Non-Muslims also experience awe through sense of presence (Kahn et al., 2021), which is a self-transcendent emotion. Maslow’s theory of motivation states that self-transcendence is a peak experience that often applies to religious experiences (Koltko-Rivera, 2006). 3. Hypotheses Development Telepresence has been used to study how media features affect user responses (Barta et al., 2023). TPB explores people’s behavioural responses in specific situations (Ajzen, 1991). Therefore, using TPB to investigate telepresence is also worthwhile. The sense of telepresence in mediated communication acts as a ‘source of information’ (Fatma et al., 2024), and when people watch films or television, the narrative transports them to a virtual space where they experience telepresence (Kim et al., 2006). Documentary, as a film and television genre, is characterised by its focus on recording real-world information (Secinaro et al., 2020). In the virtual space constructed by a documentary, telepresence enables the perception of messages. From the perspective of PBC, it refers to the degree of control over information. Telepresence allows information to be perceived more directly, making it easier to facilitate behavioural execution (Zhang et al., 2023). Through telepresence, the information obtained within the virtual space of a halal food documentary can influence people's PBC. Attitudes towards behaviour are one of the external beliefs shaped by information accessed in virtual environments (Lee et al., 2010). Documentaries provide a form of virtual reality that encourages viewers to adopt a positive attitude towards the information they receive (Klein, 2003). Studies have shown that information accessed by viewers in mediated virtual environments is more readily available than in unmediated physical settings (Kim et al., 2006). Therefore, attitudes towards behaviour and telepresence are closely tied to information acquisition in documentaries. Existing research has further revealed that higher levels of telepresence lead to a more refined experience of virtual reality environments and more positive attitudes (Han et al., 2020). Thus, the relationship between telepresence and attitudes towards behaviour warrants further exploration. H1: Telepresence positively influences PBC. H2: Telepresence positively influences attitudes toward behaviour. Whilst previous studies have not investigated social presence in conjunction with TPB, the link between social presence and the variables in TPB has been highlighted by many scholars. Research on social communication in media channels defines social presence of users as their ‘attitude towards the medium’ (Biocca et al., 2003; Kreijns et al., 2022). Social presence is also inextricably linked with attitude. In TPB, attitudes toward behaviour refer to the beliefs of individuals about the negative or positive consequences of a generated behaviour (Ajzen, 2020). Social presence is considered a technologically mediated product (e.g. websites, films, etc.) that conveys human warmth and social function (Nadeem et al., 2020). Warmth is a perception that gives a positive inclination and inspires one’s tendency to support an event or behaviour (Han et al., 2016). Some studies have directly pointed out that social presence can influence attitudes toward behaviour (Daliri et al., 2014), especially videos (Hassanein et al., 2007). Social presence often arises from narrative works, and the narrative of video series is powerful enough to change the attitudes of audiences (Kim et al., 2019). Therefore, social presence induced in halal food documentaries is hypothesised to influence the audience’s attitudes toward behaviour. Subjective norms and social presence are important concepts in human attitude and behaviour research (Kaushik et al., 2018). Subjective norms describe behavioural changes triggered by social interactions (Xie et al., 2023), whilst social presence refers to the interactions amongst people and thus shows a strong connection with subjective norms. These two concepts are often analysed separately in action intention research, but their relationship is often ignored (Lee et al., 2016; Kaushik et al., 2018). When watching halal food documentaries, social presence perceived by the audience is a story between people and halal food, which induces the audience’s desire to purchase this food. In this interaction, subjective norms of the audience will be reduced by friendliness and warmth and consequently reduce their social pressure. Therefore, social presence induced in halal food documentaries is hypothesised to affect the attitudes toward behaviour of the audience. Based on the above arguments, the following hypotheses are proposed: H3: Social presence positively influences attitudes toward behaviour. H4: Social presence positively influences subjective norms. Religious food often serves as a medium for conveying social culture, influencing both social connections and identities between individuals (Saputra et al., 2021). Social connections can directly impact perceptions and choices related to religious foods. Religious documentaries portray the culture of a faith to foster connections among believers and provide non-religious viewers with insight into the religion’s significance (Lindsay, 2023). Religious culture has the power to evoke feelings of awe (Dong et al., 2013), and subjective norms often arise from the influence of social connections. Thus, when people watch religious food documentaries, the sense of awe generated may influence their subjective norms. Based on these arguments, the following hypothesis is proposed: H5: Awe positively influences subjective norms. TPB is integrated into the research framework to effectively predict the consumption behaviour of halal food consumers (Aziz et al., 2019). As the first component of individual intentions, attitude can be defined as the evaluation of a particular food purchase behaviour. If this evaluation is positive, then an individual is likely to perform such behaviour (Shah Alam et al., 2011). Halal food consumption attitudes have been recognised as determinants that affect halal food consumption (Khalek et al., 2015). Consumer attitudes have also been demonstrated to be positively correlated with behavioural intention to purchase halal food. Subjective norms originate from social pressures. For example, a national norm and pragmatic consumer ideology can influence an individual’s consumption practices (Zhao et al., 2022). Therefore, subjective norms play an important role in influencing individuals’ consumption actions. If the behaviour of purchasing halal food is supported by other people, then an individual is more likely to purchase such food (Shah Alam et al., 2011). When watching a persuasive media product, such as a documentary, the audience can be easily attracted by its contents (Forceville, 2017). The religious narrative contained in halal documentaries allow audiences to experience a sense of interaction and feel that the people in the narrative support halal to the extent that the audience will choose to follow the same behaviour (Han et al., 2016). A significant relationship has also been reported between subjective norms and willingness to purchase halal food (Suleman et al., 2021). In Islamic studies, PBC is considered a key factor in the decision to purchase halal food (Kaur et al., 2022). A greater control over this decision corresponds to a greater likelihood to purchase halal food (Aziz et al., 2019; Suleman et al., 2021). Based on these arguments, the following hypotheses are proposed: H6: PBC positively influences purchase intentions. H7: Attitudes toward behaviour positively influence purchase intentions. H8: Subjective norms positively influence purchase intentions. Figure 1 presents the theoretical framework. Figure 1. Conceptual Framework 4. Research Methods 4.1 Measurements and data collection The questionnaire included general demographic questions (e.g. gender, age, education, income, etc.). A two-question screening process was employed to determine the participants’ eligibility for this study. The survey specifically targeted non-Muslims who have watched halal food documentaries. A self-administered questionnaire was developed based on scales from existing research. The participants rated each item on a seven-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree). Four items measuring awe were adapted from Yan et al. (2021), four items measuring the telepresence of documentary films were adapted from (Algharabat et al., 2018), four items measuring social presence were adapted from Giampietri et al. (2018), three items measuring PBC were adapted from Shen et al. (2020), three items separately measuring attitudes toward behaviour and subjective norms were adapted from Qi et al. (2019) and four items measuring purchase intentions were adapted from Yadav et al. (2016). The Chinese version of the questionnaire was back-translated to English to verify the accuracy of the translation. Some entries were reworded or redacted to avoid confusion or misinterpretation and to fit the research context. Online surveys are often used in halal food consumption and film marketing research (Cao et al., 2021; Usman et al., 2021; Yao et al., 2024) given its advantages in selecting the target samples and gathering data quickly and accurately (Grönlund et al., 2014). The data were collected from 30 May to 3 July 2024 with the assistance of a Chinese web-based tracking survey company with approximately 4 million members. The participants were selected based on the following criteria: (1) they had to have seen the halal food documentaries listed in the questionnaire (i.e. Halal Taste, Flavorous XinJiang and The Silk Road Food ; the questionnaire also included links to reference clips) ; and (2) they are non-Muslims. To reduce common method bias, the item order in the measurement scale was randomised through an online survey platform. Results of the pilot test show that the participants completed the questionnaire for at least two minutes. To ensure data reliability, those questionnaires that were completed in less than a minute were deemed invalid. Amongst the 410 completed questionnaires, 29 were deemed invalid, leaving 381 questionnaires for further analysis. 4.2 Data analysis technology The data were processed and analysed descriptively using the SPSS software, and then the structural equation models were assessed via PLS-SEM using the SmartPLS software. PLS-SEM was selected for its effectiveness in handling theoretical models in marketing research, especially in the context of mediated recommendation consumption (Yao et al., 2024). Additionally, given the exploratory nature of the research model, PLS-SEM is deemed well-suited and effective for this study (Hair et al., 2014). Following Hair et al. (2014), the analysis process was divided into two parts, namely, evaluating the measurement model and evaluating the structural model. Based on the rule of 10, a minimum sample size of 240 is required for PLS-SEM. Thus, the 381 samples collected in the questionnaire survey meet the criteria for further analysis (Hair et al., 2011). 5. Results 5.1 Sample profile Table 1 reveals a balanced gender distribution amongst the respondents, with approximately 50% males and 50% females. Most of the participants (36.75%) were aged between 26 and 35 years, 95.8% held college diplomas or higher, nearly half were earning between RMB 5001 and RMB 10000 per month and 32.02% were earning between RMB 10001 and RMB 20000. Table 1 Demographic profile of respondents (N = 381). Demographic Frequency Percentage Gender Male 190 49.87% Female 191 50.13% Age 18–25 99 25.98% 26–35 140 36.75% 36–45 97 25.46% 46–56 32 8.40% 56–65 10 2.62% 66 or above 3 0.79% Education High school or below 16 4.20% Diploma 48 12.60% Bachelor 242 63.52% Master or above 75 19.68% Monthly Income (RMB) 5000 or below 42 11.02% 5001 to 10000 170 44.62% 10001 to 20000 122 32.02% 20001 to 30000 42 11.02% 30001 or above 5 1.32% Table 1 . Demographic profile of the participants (N = 381). 5.2 Measurement model The reliability of the measurement model was assessed based on Cronbach’s α value and composite reliability. The Cronbach’s α values in Table 2 ranged from 0.873 to 0.964, whilst the CR values ranged from 0.913 to 0.977. Both of these metrics were greater than 0.7, indicating the reliability of the measurement model (Hair et al., 2019). The factor loadings and average variance extracted (AVE) of the measurement model were also examined to determine its convergent validity. Table 2 presents satisfactory results, with factor loadings ranging from 0.816 to 0.978 and AVE values ranging from 0.724 to 0.933, all exceeding the threshold values (Hair et al., 2019) and confirming that the measurement model has acceptable convergent validity. The discriminant validity of the measurement model was then assessed using the Fornell–Larcker criterion and heterotrait–monotrait ratio of correlations (HTMT) analysis to ensure that the square root of the AVE exceed the correlation coefficient amongst the constructs. The majority of HTMT values were below 0.85, except for purchase intentions with awe and subjective norms, which were 0.89 and 0.871, respectively. However, these values were still below 0.9, thereby suggesting that the HTMT analysis results were acceptable (Hair Jr et al., 2021) and confirming the model's discriminant validity (Tables 3 and 4 ). Table 2 Results of reliability and convergent validity. Construct Items Factor Loading Cronbach's alpha Composite reliability AVE Attitudes Toward Behavior 0.932 0.957 0.88 AT1 0.921 AT2 0.963 AT3 0.93 Awe 0.873 0.913 0.724 AWE1 0.816 AWE2 0.821 AWE3 0.873 AWE4 0.89 Perceived Behavioral Control 0.964 0.977 0.933 PBC1 0.96 PBC2 0.959 PBC3 0.978 Purchase Intentions 0.906 0.941 0.842 PI1 0.916 PI2 0.923 PI3 0.913 Subjective Norms 0.942 0.963 0.897 SN1 0.94 SN2 0.949 SN3 0.963 Social Presence 0.925 0.947 0.816 SP1 0.914 SP2 0.935 SP3 0.881 SP4 0.882 Telepresence 0.923 0.946 0.813 TP1 0.896 TP2 0.878 TP3 0.859 TP4 0.97 Table 3 Fornell–Larcker criterion analysis. AT AWE PBC PI SN SP TP Attitudes Towards Behavior (AT) 0.938 Awe (AWE) 0.711 0.851 Perceived Behavioral Control (PBC) 0.393 0.517 0.966 Purchase Intentions (PI) 0.779 0.793 0.586 0.918 Subjective Norms (SN) 0.711 0.75 0.464 0.806 0.947 Social Presence (SP) 0.613 0.67 0.46 0.714 0.635 0.903 Telepresence (TP) 0.607 0.738 0.509 0.732 0.637 0.616 0.902 Table 4 Heterotrait–Monotrait Ratio of Correlations (HTMT) Analysis. AT AWE PBC PI SN SP TP Attitudes Towards Behavior (AT) Awe (AWE) 0.785 Perceived Behavioral Control (PBC) 0.414 0.56 Purchase Intentions (PI) 0.848 0.89 0.627 Subjective Norms (SN) 0.757 0.815 0.485 0.871 Social Presence (SP) 0.657 0.745 0.486 0.776 0.674 Telepresence (TP) 0.653 0.817 0.54 0.799 0.68 0.662 Table 2 . Reliability and convergent validity. Table 3 . Fornell–Larcker criterion analysis. Table 4 . HTMT analysis. 5.3 Structural model To assess the structural model's predictive accuracy, the R² and Q² values were first examined. Acceptable thresholds are R² > 0.1 and Q² > 0. As shown in Table 5 , R² values ranged from 0.258 to 0.778, and Q² values from 0.239 to 0.646, confirming that the model reliably predicts the data. Table 5 Results of R 2 and Q 2 analyses. Latent Variable R 2 Q² Attitudes Towards Behavior 0.458 0.401 Perceived Behavioral Control 0.258 0.239 Purchase Intentions 0.778 0.646 Subjective Norms 0.592 0.525 Variance inflation factor (VIF) was used to test for multicollinearity. All VIF values were below 5 (ranging from 1 to 2.199), indicating that multicollinearity was not an issue for this study (Hair et al., 2014). Bootstrapping with 5000 samples was conducted to determine the statistical significance of the constructs. A block diagram of the algorithm and detailed calculations for the SmartPLS software are given in Table 6 . Telepresence was significantly correlated with PBC (β = 0.509, t = 11.813) and attitudes toward behaviour (β = 0.370, t = 5.479), thereby supporting H1 and H2. Significant relationships were also reported from social presence to attitudes toward behaviour (β = 0.386, t = 4.707) and subjective norms (β = 0.240, t = 4.189), thus supporting H3 and H4. Awe exerted a positive effect on subjective norms (β = 0.589, t = 11.271), thus supporting H5. PBC (β = 0.239, t = 5.447), attitudes toward behaviour (β = 0.387, t = 6.298) and subjective norms (β = 0.419, t = 6.798) all had significant effects on purchase intentions, thus confirming H6, H7 and H8. Table 6 Results of hypothesis analysis. Hypotheses Coefficient T- values P-values Result H1 Telepresence → Perceived Behavioral Control 0.509 11.813 0.000 Accept H2 Telepresence → Attitudes Towards Behavior 0.370 5.479 0.000 Accept H3 Social Presence → Subjective Norms 0.240 4.189 0.000 Accept H4 Social Presence → Attitudes Towards Behavior 0.386 4.707 0.000 Accept H5 Awe → Subjective Norms 0.589 11.271 0.000 Accept H6 Perceived Behavioral Control → Purchase Intentions 0.239 5.447 0.000 Accept H7 Attitudes Towards Behavior → Purchase Intentions 0.387 6.289 0.000 Accept H8 Subjective Norms → Purchase Intentions 0.419 6.798 0.000 Accept Table 5 . Results of R 2 and Q 2 analyses. Table 6 . Results of hypotheses tests. As the final step in assessing the structural model for this study, indirect effects were analysed to gain a deeper understanding of the relationships between variables. Table 7 shows the five indirect paths (IP) through which telepresence, social presence, and awe form purchase intentions. All five IPs were shown to be significant through the study. Remarkably, IP5 was the most significant, which suggests that awe is most capable of influencing people's purchase intentions through subjective norms in this study. Table 7 Results of indirect path. Indirect Path Coefficient T-values P-values IP1 Awe → Subjective Norms → Purchase Intentions 0.247 5.949 0.000 IP2 Social Presence → Attitudes Towards Behavior→ Purchase Intentions 0.149 3.198 0.001 IP3 Social Presence → Subjective Norms → Purchase Intentions 0.101 3.340 0.001 IP4 Telepresence → Attitudes Towards Behavior → Purchase Intentions 0.143 4.344 0.000 IP5 Telepresence → Perceived Behavioral Control → Purchase Intentions 0.122 4.369 0.000 Table 7 . Results of indirect path. 6. Discussion and Conclusions Previous studies have shown that non-Muslims account for a very large share of the halal food consumption market (Mohd Nawawi et al., 2020). Marketing is a key channel for promoting consumption, yet the role of documentaries in marketing halal food has received limited attention even though they have been widely praised as effective digital marketing tools (Podara et al., 2021). This paper thus examines halal food documentaries and investigates how their narrative aspect appeals to the audience (Podara et al., 2021), triggers their immersive experience (through telepresence and social presence) and inspires their awe. Results show that telepresence, social presence and awe significantly influence the variables in TPB and are therefore confirmed as inducers of halal consumption. The main findings are summarised as follows. Firstly, telepresence has a positive effect on PBC (H1) and attitudes toward behaviour (H2), thereby indicating that the telepresence brought by the narrative in halal food documentaries can have a very positive impact on audiences, allowing them to perceive that halal food is not just food but also carries religious culture and stories. Telepresence shapes the positive attitudes of the audience towards halal food, and such attitudes have an important influence on their halal food consumption. Therefore, the role of telepresence in driving halal food consumption can be confirmed in this study. Telepresence always exerts a significant positive impact on the audience’s attitudes (Hung et al., 2021). However, in Lee et al. (2010), the relationship between telepresence and PBC, as well as attitudes toward behaviour, was found to be negatively correlated. This outcome is likely due to the fact that most online consumers have established purchasing behaviours based on their prior experiences in physical environments. When shopping online, consumers may feel disconnected from social interactions or assistance due to the virtual nature of the environment, which can lead to a decline in their attitudes toward purchasing behaviour. In contrast, documentaries depict real-world physical spaces, allowing telepresence to have a positive effect by creating a more relatable and immersive experience that aligns with the audience's familiar physical context. Secondly, social presence has a positive effect on subjective norms (H3) and attitudes toward behaviour (H4), thus further highlighting the importance of documentary narratives in marketing. The people and objects included in the narrative allow the audience to integrate themselves into this narrative, and the social presence offered by a documentary provides an immersive experience that can positively shape the intention of the audience to purchase halal food. Social presence brings a sense of warmth and sociability. When people watch halal food documentaries, they feel the pleasure of interacting with others, which in turn shapes their positive attitudes (Kim et al., 2020). Similarly, green consumption is often promoted by social media, and in its studies, social presence has been shown to positively influence subjective norms (Xie et al., 2023). This coincides with the present study, mainly because both are capable of bringing positive emotional value to people and can be influenced by social interactions. Thirdly, this study confirms that the narrative in halal food documentaries, especially those with religious content, evokes a profound sense of awe in the audience. This awe has the strongest influence on subjective norms (H5: β = 0.589). Similar findings were observed in a previous study on environmentally responsible behaviour (Zhao et al., 2022). The reason for this consistency is likely because both religious and environmental contexts engage individuals on a deep emotional level, fostering a sense of reverence and responsibility. In both cases, awe serves as a catalyst for shaping social expectations and norms, encouraging behaviour that aligns with the values presented, whether religious or environmentally focused. However, the results of this study show that awe influences purchase intention through subjective norms (IP5: β = 0.247), which differs from previous studies. This discrepancy may be due to the fact that community residents' awe of the Buddhist environment is more personal and less dependent on social interaction, whereas subjective norms are inherently tied to social connections (Zhao et al., 2022). In contrast, for non-Muslims consuming halal food, social connections play a more significant role in shaping behavioural intentions, as these individuals rely more on societal norms and interactions to inform their choices. Finally, the three influencing variables (PBC, attitudes toward behaviour and subjective norms) in the TPB model (H6, H7, and H8 ) have a significantly positive influence non-Muslims’ intentions to purchase halal food. This results aligns with the findings of (Suleman et al., 2021). However, Iranmanesh et al. (2019) found that subjective norms and PBC do not influence purchase intentions. This finding may be ascribed to differences in context, where the current study focused on non-Muslims, whilst Iranmanesh et al. (2019) focused on Muslims. 7. Theoretical and Practical Implications This study introduces an integrated model that combines narrative transport theory with TPB to offer theoretical and practical insights into how the narrative content of documentaries influences the halal food purchase intentions of audiences. Theoretically, this study empirically links the audience perception triggered by documentary narratives to TPB. According to narrative transport theory, documentary narratives allow the audience to experience social presence and telepresence. In other words, these narratives alter the perceptions of audiences to create an immersive experience. These findings provide a theoretical basis for future research to investigate how the religious narratives on screen media impact non-religious viewers. Narrative transport theory is also integrated into TPB to further expand the applicability of the latter in the consumer domain. Secondly, this study uses religious experience theory to explain how the religious narratives in documentaries can induce awe amongst viewers. Only a few studies have examined the use of religious experience theory for generating religious media propaganda. Meanwhile, awe, as a common psychological characteristic, has been rarely explained by theory of religious experience in previous studies, but in fact, religious experience refers to an individua;’s subjective participation in sacred things, which includes awe (Yamane, 2000). Therefore, this study also broadens the use of religious experience theory through awe. This study also emphasises the importance of adding religious narratives to the religious propaganda to induce awe amongst viewers. Incorporating awe into TPB further enriches the theory. Finally, this study extends TPB to the marketing of religious documentaries by applying it to the study of those factors and mechanisms that influence non-Muslims’ intention to purchase halal food, thus complementing the existing empirical research on those factors and mechanisms that influence the consumption of halal food. From a practical perspective, the study shows that Islam can attract non-Muslim consumers by promoting halal food through documentaries. Religious culture gives other religions new ideas for development, and food can increase public awareness about the religion to which it is associated. The results of this study suggest that narrative plays a key role in evoking awe among customers during halal food purchases. Therefore, halal restaurant managers should focus on enhancing tourists' sense of awe through carefully crafted narratives. Firstly, the restaurant's religious atmosphere can be reinforced by playing appropriate promotional music or videos, including narrative works related to halal food, to inspire feelings of awe. It is crucial that the religious atmosphere aligns with the narrative. Secondly, given that customers have varying degrees of understanding of religious culture, their experiences of religious awe will differ. This can be addressed through narrative diversity, meaning that restaurant operators should select works with stylistic variety to optimise the interpretation of religious themes. Finally, the preparation of halal food could mirror the processes shown in documentary narratives, offering customers a sense of authenticity and a deeper connection to the experience. This study also offers insights into the practice of documentary scriptwriting. The narrative has always been a key part of film and television, and its importance has also been highlighted in religious documentaries. Therefore, when interpreting religion, it is important to strengthen the storytelling. In terms of telepresence and social presence, filmmakers should introduce relevant technologies that can enhance the audience’s sense of integration and consequently attract more audiences. Awe and the emotions of the audience are major drivers of their purchase intentions, with awe exerting a greater impact. Therefore, during content selection, filmmakers should increase religious content to inspire the awe of their audience. 8. Limitations and Future Research This study contributes to the literature by developing and validating a model for investigating those factors that influence consumers’ intentions to purchase halal food. Nonetheless, this study has several limitations and results that warrant further investigation. Firstly, the research population of this study is mainly Chinese, thus the results of the study may be influenced by the ethnic culture and background of the participants, particularly in relation to religious consumption. Previous studies have shown that religious economics can be influenced by religious beliefs (Fischer, 2016). Future research should compare the results of this work across various geographical and cultural contexts. Secondly, although this study emphasises the effects of narrative transport, the characteristics of documentaries and their intended purpose also warrant attention. Future research should further explore the importance of the documentary format in promoting religion and its characteristics. Finally, this study only considers telepresence and social presence brought about by documentary narratives. However, these experiences also arise from virtual technologies, such as virtual and augmented reality. Future research may use these technologies to test their impact on people’s intention to purchase halal food and investigate how they can be incorporated into documentaries to better present their narratives. Declarations Ethical approval The study was approved by the Ethics Committee of Guangzhou University (No. [2024]118). All procedures were performed in accordance with the ethical standards laid down in the 1964 Declaration of Helsinki and its later amendments. Informed consent Informed consent was obtained from the respondents included in the study. Before participating in the questionnaire, respondents were presented with the informed consent form, which informed them of the purpose of the study, the confidentiality and anonymity of the information, the voluntary nature of their participation, and the right to withdraw from the study at any time. If respondents chose “I would like to take part in the study”, they were allowed to participate in subsequent questionnaires. Finally, all respondents agreed to participate in the study and consented to have their data processed. Competing interests The author declares no competing interests. Data availability The datasets generated during and/or analysed during the current study are available as a form of supplementary file and/or from the corresponding author upon reasonable request. Author Contributions: Conceptualisation, J.Y. and C.N.Y; Data curation, J.Y.; Formal analysis, J.Y. and C.N.Y; Funding acquisition, J.Y. and H.D.Z; Investigation, J.Y. and C.N.Y; Methodology, J.Y. and H.D.Z; Project administration, R.Y.; Supervision, H.D.Z; Validation, H.D.Z; Visualization, C.N.Y; Writing—original draft, J.Y. and C.N.Y; Writing review & editing, J.Y., C.N.Y, H.D.Z, and R.Y. All authors have read and agreed to the published version of the manuscript. Funding: Guangdong Provincial Philosophy and Social Sciences Lingnan Culture Project, GD21LN14. 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Impact of Social Media on Young Generation’s Green Consumption Behavior through Subjective Norms and Perceived Green Value. Sustainability, 15 (4). https://doi.org/10.3390/su15043739 Xiong, J., & Chia, K. W. (2024). Beyond halal: exploring Muslim and non-Muslim tourists’ halal food experiences. Journal of Islamic Marketing, 15 (4), 1136-1154. https://doi.org/10.1108/JIMA-04-2023-0134 Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135 , 732-739. https://doi.org/10.1016/j.jclepro.2016.06.120 Yamane, D. (2000). Narrative and Religious Experience. Sociology of religion, 61 (2). https://doi.org/10.2307/3712284 Yan, A., & Jia, W. (2021). The influence of eliciting awe on pro-environmental behavior of tourist in religious tourism. 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Environment, Development and Sustainability, 26 (5), 13353-13373. https://doi.org/10.1007/s10668-023-04210-z Zhang, H., & He, X. (2024). The effect of awe on tourists’ responsible behavioral intention in a mountainous religious tourism destination: evidence from China. Journal of Sustainable Tourism , 1-19. https://doi.org/10.1080/09669582.2024.2354315 Zhao, M., Li, Z., Xia, B., Chen, W., Tang, T., Meng, Z., & Ding, Y. (2022). Enhancing Residents’ Environmentally Responsible Behavioral Intentions: The Role of Awe and Place Attachment in Potatso National Park Communities, Tibet. Forests, 13 (8). https://doi.org/10.3390/f13081251 Additional Declarations No competing interests reported. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-5301412","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Article","associatedPublications":[],"authors":[{"id":378118196,"identity":"fd3eb4d6-f8d7-4dc4-8803-8502aad760ab","order_by":0,"name":"Jian Yang","email":"","orcid":"","institution":"Guangzhou University","correspondingAuthor":false,"prefix":"","firstName":"Jian","middleName":"","lastName":"Yang","suffix":""},{"id":378118197,"identity":"4dadf27f-1c05-45a2-8372-5d37c29975b2","order_by":1,"name":"Ni Cai Yang","email":"","orcid":"","institution":"Guangzhou University","correspondingAuthor":false,"prefix":"","firstName":"Ni","middleName":"Cai","lastName":"Yang","suffix":""},{"id":378118198,"identity":"8497b594-ebae-4aa0-8960-003637c8b7be","order_by":2,"name":"Hua Dong Zhang","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAABC0lEQVRIiWNgGAWjYDACCSBmbAASB4D4AwNDAkyQOC2MM0jWwsxDjBb52c3PHn7dcVie73jv4dc2v+ryDA4wH7zNw2CXh0sL45xj5sayZw4bzjxzLs06t4+t2OAAW7I1D0NyMS4tzBIJZtKSbYcZN9zIMTPO7eFJ3HCAx0yah+FAYgMOLWwS6d9AWuzBWix7JIBa+L/h1cIjkWMm+bHtcCJQi/Fjhh8GIFvY8GqRkMgpk2ZsS0+eeeaMGWNvQ0LizMNsxpZzDJJxapGfkb5N8mebtW3f8R7jDz/+1CX2HW9+eONNhR1OLeAg4IH5i7ENxAWxDfCoBwLGH1CtHxj+4Fc5CkbBKBgFIxMAADSOXYID2NIxAAAAAElFTkSuQmCC","orcid":"","institution":"Guangzhou University","correspondingAuthor":true,"prefix":"","firstName":"Hua","middleName":"Dong","lastName":"Zhang","suffix":""},{"id":378118199,"identity":"ba00f31a-8b36-41c5-be29-02d4d8689f4e","order_by":3,"name":"Rui Yao","email":"","orcid":"","institution":"Guangzhou University","correspondingAuthor":false,"prefix":"","firstName":"Rui","middleName":"","lastName":"Yao","suffix":""}],"badges":[],"createdAt":"2024-10-21 05:53:22","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-5301412/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-5301412/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":69280923,"identity":"f668f28f-2786-4f64-90bc-b3e2056c10b5","added_by":"auto","created_at":"2024-11-18 18:36:21","extension":"png","order_by":1,"title":"Figure 1","display":"","copyAsset":false,"role":"figure","size":147965,"visible":true,"origin":"","legend":"\u003cp\u003e\u003cstrong\u003eConceptual Framework\u003c/strong\u003e\u003c/p\u003e","description":"","filename":"fig1.png","url":"https://assets-eu.researchsquare.com/files/rs-5301412/v1/fc9e26cec43c5ab90c15ffe8.png"},{"id":88535759,"identity":"ab743ad5-e137-489b-ac4a-80a9576e09ed","added_by":"auto","created_at":"2025-08-07 12:31:57","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":1349217,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-5301412/v1/953b567b-aedc-4953-8843-70f2a835d7f6.pdf"},{"id":69280948,"identity":"bc97e1ff-92c6-4008-b9e2-6ec534a648e6","added_by":"auto","created_at":"2024-11-18 18:37:44","extension":"docx","order_by":4,"title":"","display":"","copyAsset":false,"role":"supplement","size":16670,"visible":true,"origin":"","legend":"","description":"","filename":"Appendix1MeasurementItems.docx","url":"https://assets-eu.researchsquare.com/files/rs-5301412/v1/664cf6eb008d0ec4f338a258.docx"}],"financialInterests":"No competing interests reported.","formattedTitle":"\u003cp\u003eFrom Screen to Table: How Religious Food Documentaries Inspire Non-Religious Consumers’ Purchase \u003cstrong\u003eIntentions\u003c/strong\u003e\u003c/p\u003e","fulltext":[{"header":"1. Introduction","content":"\u003cp\u003eFood is often considered a symbol of religion. Jews eat religious food on specific holidays to commemorate their history of slavery and freedom (Cohen, 2021). In the Quran, milk is likened to a calm and cool person, which relates to the Islamic custom of forbidding alcohol. Thus, food in religious practices is a product of religious cultural heritage. In almost all cases, religious food is inextricably linked to religious rituals, practices, prohibitions and praises (Feeley-Harnik, 1995; Aulet et al., 2021).\u003c/p\u003e \u003cp\u003eGiven that food is an essential part of daily life, non-religious people may also take interest in religious food. Accordingly, scholars have examined whether there are implications for religious people\u0026rsquo;s interactions with out-of-religion groups (Cohen, 2021), and some suggest that food and eating transcend the boundaries between religion and non-religion (Salonen, 2018). Whilst the halal food market has witnessed remarkable growth in recent years, a large proportion of its consumers are non-Muslims (Millatina et al., 2022) who are aware of the dogmatic beliefs in Islam and acknowledge the importance of religion in halal food consumption (Billah et al., 2020).\u003c/p\u003e \u003cp\u003ePeople increase their consumption of religious food as their understanding of the linked religion increases (Pradana et al., 2024). Previous studies show that documentaries are excellent vehicles of mass propaganda that can promote cross-cultural and cross-religious understanding. Documentaries have also been shown to inspire knowledge acquisition and cognitive change amongst non-believers (Lindsay, 2023). Food-related documentaries have already demonstrated a positive impact on promoting food consumption (Ma et al., 2020). In sum, using documentaries to introduce halal food can promote an understanding of Islam, boost the halal food market and stimulate economic development through culture. Many documentaries have centred on halal food, such as \u003cem\u003eReligion and Food\u003c/em\u003e, \u003cem\u003eFood for the Soul\u003c/em\u003e and \u003cem\u003eHalal Taste\u003c/em\u003e, all of which have gained wide acclaim (Nettles, 2007).\u003c/p\u003e \u003cp\u003eWhilst many studies have examined the halal food consumption by Muslims (Secinaro et al., 2020), only a few have examined the market acceptance of halal food by non-Muslims (Mathew et al., 2014). Research on halal food documentaries has mainly explored their contents (Saputra et al., 2021) and platform characteristics (Tzeng et al., 2023) yet largely ignored their narrative aspect. Visual narratives are powerful forms of religious dialogue (Lindsay, 2023). People are most attracted to narratives, as is often the case in marketing, where storytelling is used to persuade audiences and change their attitudes and behaviours at the same time (Woodside, 2010; Srivastava et al., 2023; Hamby et al., 2024). Some studies show that those people who are visually exposed to religious messages tend to experience awe (Kahn et al., 2021), which is a powerful transcendent emotion that stimulates audiences to act and consume (Kaplan et al., 2023). However, the relationship between awe and visual narrative remains unknown.\u003c/p\u003e \u003cp\u003ePrevious studies on food consumption are mainly grounded on theory of planned behaviour (TPB) (Kim et al., 2013; Vab\u0026oslash; et al., 2016; Yadav et al., 2016). Therefore, this study builds a model based on TPB to understand the influence of halal food documentaries on customers\u0026rsquo; purchase intentions. This paper also examines the narrative aspects of documentaries related to halal food and the audience\u0026rsquo;s awe triggered by their religious experience. According to narrative transport theory, narratives in film and television create a sense of telepresence and social presence, which can trigger the audience\u0026rsquo;s love for religious food and induce their purchase intentions. Theory of religious experience explains that spiritual experience can evoke awe amongst religious and non-religious people (Yamane, 2000). Awe is also an intrinsic motivation that has always been highly valued by non-Muslims ((Pizarro et al., 2021)). Therefore, this paper combines narrative transport theory and religious experience theory to explore the antecedents of purchase intentions within the framework of TPB. Specifically, this study seeks to (1) explore whether the telepresence induced by watching documentaries can influence the perceived behavioural control (PBC), attitudes toward behaviour and purchase intentions of audiences; (2) investigate whether the social presence felt by audiences from documentaries can influence their attitudes toward behaviour, subjective norms and purchase intentions; (3) explore whether the audience\u0026rsquo;s religious experience through awe can influence their subjective norms; (4) differentiate the effects of telepresence, social presence and awe generated by narratives on the audience\u0026rsquo;s purchase intentions through mediating factors; and (5) provide valuable recommendations for halal stakeholders, including halal marketers, halal ministries of propaganda and documentary filmmakers.\u003c/p\u003e"},{"header":"2. Literature Review","content":"\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e \u003ch2\u003e2.1 Halal food and documentaries\u003c/h2\u003e \u003cp\u003eIn the Quran, the word \u0026lsquo;halal\u0026rsquo; means doing or consuming according to what is permissible in Islam (Syed et al., 2022; Aslan, 2023; Nazaruddin et al., 2023). Therefore, halal food is any food that complies with Islamic law (Sthapit et al., 2022). Islam also sets out some specific rules to distinguish halal food from non-halal food. For example, Islam prohibits the use of pigs, carrion, anaesthetics and other elements that may affect the human body (Ramli et al., 2021), thereby explaining why halal food is also regarded by many, including non-Muslims, as good for physical and mental health (Syed et al., 2022). In addition to its intrinsic advantages, halal food also has extrinsic factors, such as the culinary traditions, lifestyle and heritage associated with Muslims, that attract many non-Muslim consumers, hence explaining why many Islamic countries market themselves through halal food culture and cuisine (Sthapit et al., 2022). Although an increasing number studies are focusing on non-Muslim consumers\u0026rsquo; acceptance and intention to purchase halal food (Xiong et al., 2024), the ways through which they enjoy the advantages of halal food have received little attention.\u003c/p\u003e \u003cp\u003eDocumentaries are artistic portrayals of real events that use dramatic and persuasive techniques to engage the audience\u0026rsquo;s emotions, values and reasoning (Bradbury et al., 2020). The food documentary, \u003cem\u003eTongue Tip of China\u003c/em\u003e, has attracted much attention at home and abroad since its premiere, which piqued the interest of audiences about the Chinese food culture and cultural identity (Qu, 2023). Therefore, documentaries can serve as a good marketing vehicle for religious food. Religious food documentaries showcase the religious food production process, customs and religious restaurants with authenticity. These documentaries are even broadcasted on specific days in some countries to promote religious food consumption (Son et al., 2013). Studies on Islam show that documentaries about halal can induce viewers\u0026rsquo; purchase intentions and positively influence their choice of tourist attractions (Saputra et al., 2021). Therefore, documentaries offer a suitable way for promoting halal food.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec4\" class=\"Section2\"\u003e \u003ch2\u003e2.2 Narrative transport theory\u003c/h2\u003e \u003cp\u003eNarrative transport theory concerns the use of some medium as a vehicle to transport the recipient of a story from the real world to the \u0026lsquo;story world\u0026rsquo;, thereby influencing his/her perceptions, attitudes and behaviours. Narrative transport is an immersive state of mind in which the receiver is involuntarily immersed in the story (Green et al., 2008). When individuals engage with narrative artworks (Packard et al., 2020) or digital media (van Laer et al., 2019) and feel immersed in the story, they adopt the story\u0026rsquo;s perspective and experience its emotions (Busselle et al., 2008).\u003c/p\u003e \u003cp\u003eNarrative transport theory has been applied in narrative videos advertising research (Yang et al., 2021) because general surveys show that narrative videos produce excellent persuasive effects. Videos can create a valuable experience for the audience by telling a story that generates positive associations (Karampournioti et al., 2021). Even narrative traffic can alleviate the viewers\u0026rsquo; sense of unfamiliarity or discomfort with the content (Yang et al., 2015). Therefore, documentaries should adopt storytelling to effectively promote halal food and religious culture. Grounded on narrative transport theory, this study reveals that watching documentaries easily promotes a sense of telepresence that allows the audience to immerse themselves in the narrative in a remote environment (Mohaidat, 2023). This narrative also brings a sense of social presence as the audience is immersed in the depictions presented in the documentary, thus achieving interactivity (Cao et al., 2021). Telepresence is a self-perceived experience (Winters, 2010), whilst social presence is an interactive one (Al-Ghaith, 2015). This paper uses telepresence and social presence as independent variables to understand their effects on the audience\u0026rsquo;s intention to purchase halal food.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec5\" class=\"Section2\"\u003e \u003ch2\u003e2.3 Telepresence\u003c/h2\u003e \u003cp\u003eTelepresence means that viewers can indulge in a remote environment as if they are physically present at the location being depicted in a documentary (Winters, 2010). The concept of telepresence was originally introduced in the fields of computers and engineering (Draper et al., 1998) to indicate the feeling of interactively participating in a virtual environment. Previous studies have integrated telepresence into digital media to explore the users\u0026rsquo; experience of digital media products (Rodr\u0026iacute;guez-Ardura et al., 2014). E-commerce research shows that online livestreaming provides an excellent shopping environment that offers buyers with a well-presented telepresence and consequently drive their purchase intentions (Lim et al., 2018). Due to the immersive experience provided by telepresence, some related studies have integrated the aspect of artificial intelligence into this concept (Kim et al., 2016). However, most studies on telepresence are only conducted on the technical level and fail to explore its internal meaning. This paper aims to fill this gap by studying the sense of immersion brought about by the narrative in documentaries. A documentary film is a digital medium and virtually constructed space; however, unlike computers, this space is constructed through narrative (Rodr\u0026iacute;guez-Ardura et al., 2014). The narrative space in halal food documentaries involves Muslim food routines, cultural rituals and social interactions. Through these narratives, audiences are caught up in these documentaries, leading to a perceptual experience of telepresence (Winters, 2010).\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec6\" class=\"Section2\"\u003e \u003ch2\u003e2.4 Social presence\u003c/h2\u003e \u003cp\u003ePrevious studies have pointed out that the medium gives a sense of presence, but the degree of this presence varies across mediums. Social presence refers to the ability of a medium to allow consumers to interact with others with a sense of psychological presence (Algharabat et al., 2018). Fortin et al. (2005) pointed to a high level of interactivity in television media. Studies on film and television have explored the impact of technological developments on the audience\u0026rsquo;s sense of presence (Lin et al., 2010; Nielsen et al., 2016). Some scholars even describe film watching as a social behaviour that specifically refers to social communication by other viewers (Rothe et al., 2021), whilst others claim that audiences perceive a sense of interaction when watching a film (Lombard et al., 2000; Mateer, 2017).\u003c/p\u003e \u003cp\u003eResearch has shown that spatial and social presence in virtual environments enhances people's sense of connection and enjoyment in social activities (Szita et al., 2024). Video content, in particular, can foster a sense of belonging (Derrick et al., 2009). As a form of video media, documentaries offer a narrative experience that temporarily immerses viewers in social presence (Valenzuela et al., 2023). In the context of this study, the virtual environment created by halal food documentary narratives invites people to immerse themselves, experience a sense of belonging, and derive happiness from it.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec7\" class=\"Section2\"\u003e \u003ch2\u003e2.5 Awe\u003c/h2\u003e \u003cp\u003eAwe is a complex emotion intermingled with respect, inferiority, obedience and other complex emotions (Zhao et al., 2022). This emotion is mainly characterised as having \u0026lsquo;perceived vastness and the need for adaptation\u0026rsquo;, where \u0026lsquo;perceived vastness\u0026rsquo; means that people should be aware of their habitual cognitive frame of reference, and \u0026lsquo;need for adaptation\u0026rsquo; means that people need to adapt to awe and change their existing beliefs to understand their awe (Shiota et al., 2007). Much of the relevant literature describes awe as a factor that influences cognitive behaviour, and its predisposing factors are mostly different (Schaffer et al., 2023). Most of these factors are triggered by exposure to nature (Yan et al., 2021; Zhang et al., 2024), whilst others are induced by cultural heritage or physical triggers, such as high-rise buildings (Collado et al., 2019; Hinsch et al., 2020). Spiritual awe, including religious awe, is induced in the abstract (Bussing et al., 2021). Research on spiritual awe has focused on its effects on behaviour, such as the prosocial behaviour of tourists (Yan et al., 2021; Kaplan et al., 2023), and religious cohesion (Naclerio et al., 2021; Van Cappellen et al., 2021). In addition to physical contact, many studies point to videos as a common tool for inducing awe (Kahn et al., 2021). However, research on how videos trigger religious awe is relatively scarce. This paper aims to fill this gap by exploring halal food documentaries as an inducer of people\u0026rsquo;s awe. Given that religious awe can also be experienced by non-religious people (B\u0026uuml;ssing et al., 2023), this study specifically focuses on the non-religious population to enrich the literature.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec8\" class=\"Section2\"\u003e \u003ch2\u003e2.6 Theory of Planned Behaviour\u003c/h2\u003e \u003cp\u003eIntroduced by Ajzen in 1985, TPB aims to predict and explain human behaviour in specific situations (Ajzen, 1991). Given the inability of theory of reasoned actions to deal with behaviours over which an individual has incomplete volitional control, TPB extends this theory by adding PBC as a new component. People\u0026rsquo;s selection of halal food is predicated on their beliefs about halal food purchase (Shah Alam et al., 2011), and PBC is determined by the belief that people have the opportunities and resources needed to engage in a particular behaviour (Ajzen, 1991). TPB has often been used in predicting the purchase and consumption of halal food (Usman et al., 2024) and meat (Parida et al., 2023) and the cognitive intention to purchase halal food (Loussaief et al., 2023). However, only a few studies have attempted to predict the intention of non-Muslims to consume halal food despite the growing size of this market. Some studies call for further research into the behaviours of non-Muslim consumers (Ramli et al., 2021). This paper responds to such call by adopting TPB to explore the halal food purchase intentions of non-Muslims.\u003c/p\u003e \u003cp\u003eThe TPB framework contains three factors, namely, attitudes toward behaviour, subjective norms and PBC, which altogether contribute to the creation of behavioural intentions. The central element of TPB is the intention to perform a particular behaviour (Amalia et al., 2020), which, in the context of this study, refers to the viewer\u0026rsquo;s induced intention to purchase halal food (Suleman et al., 2021). Attitudes toward behaviour, also known as behavioural beliefs, refer to beliefs about the predicted likelihood for a certain behaviour to produce consequences (Ajzen, 2020). Subjective norms refer to the social pressures to either engage in or refrain from a particular behaviour (Yadav et al., 2016), that is, the reactions to certain behaviours of groups or individuals (e.g., family, friends, doctors, etc.) and whether an individual takes these reactions into account when deciding to perform a certain behaviour (Silalahi, 2023). PBC refers to the perception of how easy or difficult it is for a behaviour to be performed. PBC comprises two components, namely, self-efficacy, which refers to the belief in one\u0026rsquo;s ability to perform a certain behaviour, and enabling conditions, which refer to the completeness of the external conditions for executing an action (Hasyim et al., 2021).\u003c/p\u003e \u003cp\u003eAlthough TPB has been widely used in halal food research, the use of this theory in different research contexts may not provide adequate and comprehensive explanations for the studied phenomenon (Amalia et al., 2020; Syed et al., 2022). Some studies have integrated religiosity into TPB by considering the religious aspects of halal food given that individuals with religious beliefs are more inclined to purchase this food (Suleman et al., 2021). Amongst non-Muslims, some researchers note that the display of halal signs on halal food and the health awareness of consumers can shape their attitudes. As such, these researchers have extended TPB to comprehensively explain the phenomenon of non-Muslim consumption (Billah et al., 2020). Other studies have extended TPB by including several factors, such as religious self-identity and moral obligation, which can be used by food producers when designing marketing strategies (Vanany et al., 2020). Most of these studies start their investigations from the characteristics of non-Muslims and the specificity of halal food as an inducement to purchase with little reference to other external factors. To fill this gap, the current study explores the introduction of halal food in documentary films, whose narratives can improve the image of this food (Tzeng et al., 2023). Due to the unique narrative characteristics of food documentaries, this study incorporates telepresence and social presence into TPB to further refine its exploration of halal food purchase intention. Non-Muslims also experience awe through sense of presence (Kahn et al., 2021), which is a self-transcendent emotion. Maslow\u0026rsquo;s theory of motivation states that self-transcendence is a peak experience that often applies to religious experiences (Koltko-Rivera, 2006).\u003c/p\u003e \u003c/div\u003e"},{"header":"3. Hypotheses Development","content":"\u003cp\u003eTelepresence has been used to study how media features affect user responses (Barta et al., 2023). TPB explores people\u0026rsquo;s behavioural responses in specific situations (Ajzen, 1991). Therefore, using TPB to investigate telepresence is also worthwhile. The sense of telepresence in mediated communication acts as a \u0026lsquo;source of information\u0026rsquo; (Fatma et al., 2024), and when people watch films or television, the narrative transports them to a virtual space where they experience telepresence (Kim et al., 2006).\u003c/p\u003e \u003cp\u003eDocumentary, as a film and television genre, is characterised by its focus on recording real-world information (Secinaro et al., 2020). In the virtual space constructed by a documentary, telepresence enables the perception of messages. From the perspective of PBC, it refers to the degree of control over information. Telepresence allows information to be perceived more directly, making it easier to facilitate behavioural execution (Zhang et al., 2023). Through telepresence, the information obtained within the virtual space of a halal food documentary can influence people's PBC. Attitudes towards behaviour are one of the external beliefs shaped by information accessed in virtual environments (Lee et al., 2010). Documentaries provide a form of virtual reality that encourages viewers to adopt a positive attitude towards the information they receive (Klein, 2003). Studies have shown that information accessed by viewers in mediated virtual environments is more readily available than in unmediated physical settings (Kim et al., 2006). Therefore, attitudes towards behaviour and telepresence are closely tied to information acquisition in documentaries. Existing research has further revealed that higher levels of telepresence lead to a more refined experience of virtual reality environments and more positive attitudes (Han et al., 2020). Thus, the relationship between telepresence and attitudes towards behaviour warrants further exploration.\u003c/p\u003e \u003cp\u003eH1: Telepresence positively influences PBC.\u003c/p\u003e \u003cp\u003eH2: Telepresence positively influences attitudes toward behaviour.\u003c/p\u003e \u003cp\u003eWhilst previous studies have not investigated social presence in conjunction with TPB, the link between social presence and the variables in TPB has been highlighted by many scholars. Research on social communication in media channels defines social presence of users as their \u0026lsquo;attitude towards the medium\u0026rsquo; (Biocca et al., 2003; Kreijns et al., 2022). Social presence is also inextricably linked with attitude. In TPB, attitudes toward behaviour refer to the beliefs of individuals about the negative or positive consequences of a generated behaviour (Ajzen, 2020). Social presence is considered a technologically mediated product (e.g. websites, films, etc.) that conveys human warmth and social function (Nadeem et al., 2020). Warmth is a perception that gives a positive inclination and inspires one\u0026rsquo;s tendency to support an event or behaviour (Han et al., 2016). Some studies have directly pointed out that social presence can influence attitudes toward behaviour (Daliri et al., 2014), especially videos (Hassanein et al., 2007). Social presence often arises from narrative works, and the narrative of video series is powerful enough to change the attitudes of audiences (Kim et al., 2019). Therefore, social presence induced in halal food documentaries is hypothesised to influence the audience\u0026rsquo;s attitudes toward behaviour.\u003c/p\u003e \u003cp\u003eSubjective norms and social presence are important concepts in human attitude and behaviour research (Kaushik et al., 2018). Subjective norms describe behavioural changes triggered by social interactions (Xie et al., 2023), whilst social presence refers to the interactions amongst people and thus shows a strong connection with subjective norms. These two concepts are often analysed separately in action intention research, but their relationship is often ignored (Lee et al., 2016; Kaushik et al., 2018). When watching halal food documentaries, social presence perceived by the audience is a story between people and halal food, which induces the audience\u0026rsquo;s desire to purchase this food. In this interaction, subjective norms of the audience will be reduced by friendliness and warmth and consequently reduce their social pressure. Therefore, social presence induced in halal food documentaries is hypothesised to affect the attitudes toward behaviour of the audience. Based on the above arguments, the following hypotheses are proposed:\u003c/p\u003e \u003cp\u003eH3: Social presence positively influences attitudes toward behaviour.\u003c/p\u003e \u003cp\u003eH4: Social presence positively influences subjective norms.\u003c/p\u003e \u003cp\u003eReligious food often serves as a medium for conveying social culture, influencing both social connections and identities between individuals (Saputra et al., 2021). Social connections can directly impact perceptions and choices related to religious foods. Religious documentaries portray the culture of a faith to foster connections among believers and provide non-religious viewers with insight into the religion\u0026rsquo;s significance (Lindsay, 2023). Religious culture has the power to evoke feelings of awe (Dong et al., 2013), and subjective norms often arise from the influence of social connections. Thus, when people watch religious food documentaries, the sense of awe generated may influence their subjective norms. Based on these arguments, the following hypothesis is proposed:\u003c/p\u003e \u003cp\u003eH5: Awe positively influences subjective norms.\u003c/p\u003e \u003cp\u003eTPB is integrated into the research framework to effectively predict the consumption behaviour of halal food consumers (Aziz et al., 2019). As the first component of individual intentions, attitude can be defined as the evaluation of a particular food purchase behaviour. If this evaluation is positive, then an individual is likely to perform such behaviour (Shah Alam et al., 2011). Halal food consumption attitudes have been recognised as determinants that affect halal food consumption (Khalek et al., 2015). Consumer attitudes have also been demonstrated to be positively correlated with behavioural intention to purchase halal food.\u003c/p\u003e \u003cp\u003eSubjective norms originate from social pressures. For example, a national norm and pragmatic consumer ideology can influence an individual\u0026rsquo;s consumption practices (Zhao et al., 2022). Therefore, subjective norms play an important role in influencing individuals\u0026rsquo; consumption actions. If the behaviour of purchasing halal food is supported by other people, then an individual is more likely to purchase such food (Shah Alam et al., 2011). When watching a persuasive media product, such as a documentary, the audience can be easily attracted by its contents (Forceville, 2017). The religious narrative contained in halal documentaries allow audiences to experience a sense of interaction and feel that the people in the narrative support halal to the extent that the audience will choose to follow the same behaviour (Han et al., 2016). A significant relationship has also been reported between subjective norms and willingness to purchase halal food (Suleman et al., 2021).\u003c/p\u003e \u003cp\u003eIn Islamic studies, PBC is considered a key factor in the decision to purchase halal food (Kaur et al., 2022). A greater control over this decision corresponds to a greater likelihood to purchase halal food (Aziz et al., 2019; Suleman et al., 2021). Based on these arguments, the following hypotheses are proposed:\u003c/p\u003e \u003cp\u003eH6: PBC positively influences purchase intentions.\u003c/p\u003e \u003cp\u003eH7: Attitudes toward behaviour positively influence purchase intentions.\u003c/p\u003e \u003cp\u003eH8: Subjective norms positively influence purchase intentions.\u003c/p\u003e \u003cp\u003eFigure 1 presents the theoretical framework.\u003c/p\u003e \u003cp\u003e \u003cb\u003eFigure 1. Conceptual Framework\u003c/b\u003e \u003c/p\u003e"},{"header":"4. Research Methods","content":"\u003cdiv id=\"Sec11\" class=\"Section2\"\u003e \u003ch2\u003e4.1 Measurements and data collection\u003c/h2\u003e \u003cp\u003eThe questionnaire included general demographic questions (e.g. gender, age, education, income, etc.). A two-question screening process was employed to determine the participants\u0026rsquo; eligibility for this study. The survey specifically targeted non-Muslims who have watched halal food documentaries.\u003c/p\u003e \u003cp\u003eA self-administered questionnaire was developed based on scales from existing research. The participants rated each item on a seven-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree). Four items measuring awe were adapted from Yan et al. (2021), four items measuring the telepresence of documentary films were adapted from (Algharabat et al., 2018), four items measuring social presence were adapted from Giampietri et al. (2018), three items measuring PBC were adapted from Shen et al. (2020), three items separately measuring attitudes toward behaviour and subjective norms were adapted from Qi et al. (2019) and four items measuring purchase intentions were adapted from Yadav et al. (2016). The Chinese version of the questionnaire was back-translated to English to verify the accuracy of the translation. Some entries were reworded or redacted to avoid confusion or misinterpretation and to fit the research context.\u003c/p\u003e \u003cp\u003eOnline surveys are often used in halal food consumption and film marketing research (Cao et al., 2021; Usman et al., 2021; Yao et al., 2024) given its advantages in selecting the target samples and gathering data quickly and accurately (Gr\u0026ouml;nlund et al., 2014). The data were collected from 30 May to 3 July 2024 with the assistance of a Chinese web-based tracking survey company with approximately 4\u0026nbsp;million members. The participants were selected based on the following criteria: (1) they had to have seen the halal food documentaries listed in the questionnaire (i.e. \u003cem\u003eHalal Taste, Flavorous XinJiang and The Silk Road Food\u003c/em\u003e; the questionnaire also included links to reference clips) ; and (2) they are non-Muslims. To reduce common method bias, the item order in the measurement scale was randomised through an online survey platform. Results of the pilot test show that the participants completed the questionnaire for at least two minutes. To ensure data reliability, those questionnaires that were completed in less than a minute were deemed invalid. Amongst the 410 completed questionnaires, 29 were deemed invalid, leaving 381 questionnaires for further analysis.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec12\" class=\"Section2\"\u003e \u003ch2\u003e4.2 Data analysis technology\u003c/h2\u003e \u003cp\u003eThe data were processed and analysed descriptively using the SPSS software, and then the structural equation models were assessed via PLS-SEM using the SmartPLS software. PLS-SEM was selected for its effectiveness in handling theoretical models in marketing research, especially in the context of mediated recommendation consumption (Yao et al., 2024). Additionally, given the exploratory nature of the research model, PLS-SEM is deemed well-suited and effective for this study (Hair et al., 2014). Following Hair et al. (2014), the analysis process was divided into two parts, namely, evaluating the measurement model and evaluating the structural model. Based on the rule of 10, a minimum sample size of 240 is required for PLS-SEM. Thus, the 381 samples collected in the questionnaire survey meet the criteria for further analysis (Hair et al., 2011).\u003c/p\u003e \u003c/div\u003e"},{"header":"5. Results","content":"\u003cdiv id=\"Sec14\" class=\"Section2\"\u003e \u003ch2\u003e5.1 Sample profile\u003c/h2\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e reveals a balanced gender distribution amongst the respondents, with approximately 50% males and 50% females. Most of the participants (36.75%) were aged between 26 and 35 years, 95.8% held college diplomas or higher, nearly half were earning between RMB 5001 and RMB 10000 per month and 32.02% were earning between RMB 10001 and RMB 20000.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eDemographic profile of respondents (N\u0026thinsp;=\u0026thinsp;381).\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"3\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDemographic\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eFrequency\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003ePercentage\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eGender\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e190\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e49.87%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eFemale\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e191\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e50.13%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAge\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e18\u0026ndash;25\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e99\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e25.98%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e26\u0026ndash;35\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e140\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e36.75%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e36\u0026ndash;45\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e97\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e25.46%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e46\u0026ndash;56\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e32\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e8.40%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e56\u0026ndash;65\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e10\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e2.62%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e66 or above\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.79%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eEducation\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eHigh school or below\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e16\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e4.20%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eDiploma\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e48\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e12.60%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBachelor\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e242\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e63.52%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMaster or above\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e75\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e19.68%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMonthly Income (RMB)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colspan=\"1\" nameend=\"c3\" namest=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e5000 or below\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e42\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e11.02%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e5001 to 10000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e170\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e44.62%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e10001 to 20000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e122\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e32.02%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e20001 to 30000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e42\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e11.02%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003e30001 or above\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e1.32%\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e. \u003cb\u003eDemographic profile of the participants (N\u0026thinsp;=\u0026thinsp;381).\u003c/b\u003e\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec15\" class=\"Section2\"\u003e \u003ch2\u003e5.2 Measurement model\u003c/h2\u003e \u003cp\u003eThe reliability of the measurement model was assessed based on Cronbach\u0026rsquo;s α value and composite reliability. The Cronbach\u0026rsquo;s α values in Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e ranged from 0.873 to 0.964, whilst the CR values ranged from 0.913 to 0.977. Both of these metrics were greater than 0.7, indicating the reliability of the measurement model (Hair et al., 2019). The factor loadings and average variance extracted (AVE) of the measurement model were also examined to determine its convergent validity. Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e presents satisfactory results, with factor loadings ranging from 0.816 to 0.978 and AVE values ranging from 0.724 to 0.933, all exceeding the threshold values (Hair et al., 2019) and confirming that the measurement model has acceptable convergent validity. The discriminant validity of the measurement model was then assessed using the Fornell\u0026ndash;Larcker criterion and heterotrait\u0026ndash;monotrait ratio of correlations (HTMT) analysis to ensure that the square root of the AVE exceed the correlation coefficient amongst the constructs. The majority of HTMT values were below 0.85, except for purchase intentions with awe and subjective norms, which were 0.89 and 0.871, respectively. However, these values were still below 0.9, thereby suggesting that the HTMT analysis results were acceptable (Hair Jr et al., 2021) and confirming the model's discriminant validity (Tables\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e and \u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e).\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eResults of reliability and convergent validity.\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"6\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eConstruct\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eItems\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eFactor\u003c/p\u003e \u003cp\u003eLoading\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eCronbach's alpha\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eComposite reliability\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eAVE\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eAttitudes Toward Behavior\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.932\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.957\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.88\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAT1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.921\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAT2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.963\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAT3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.93\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAwe\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.873\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e \u003cp\u003e0.913\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003e0.724\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAWE1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.816\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAWE2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.821\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAWE3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.873\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAWE4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.89\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003ePerceived Behavioral Control\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.964\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.977\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.933\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePBC1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.96\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePBC2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.959\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePBC3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.978\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003ePurchase Intentions\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.906\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.941\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.842\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePI1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.916\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePI2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.923\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePI3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.913\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eSubjective Norms\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.942\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.963\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.897\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSN1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.94\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSN2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.949\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSN3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.963\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eSocial Presence\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.925\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.947\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.816\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSP1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.914\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSP2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.935\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSP3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.881\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSP4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.882\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colspan=\"3\" nameend=\"c3\" namest=\"c1\"\u003e \u003cp\u003eTelepresence\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e \u003cp\u003e0.923\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.946\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.813\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTP1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.896\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTP2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.878\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTP3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.859\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTP4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.97\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eFornell\u0026ndash;Larcker criterion analysis.\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"8\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c8\" colnum=\"8\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAT\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAWE\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003ePBC\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003ePI\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eSN\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSP\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c8\"\u003e \u003cp\u003eTP\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAttitudes Towards Behavior (AT)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e\u003cb\u003e0.938\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAwe (AWE)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.711\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e\u003cb\u003e0.851\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePerceived Behavioral Control (PBC)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.393\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.517\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e\u003cb\u003e0.966\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePurchase Intentions (PI)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.779\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.793\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.586\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e\u003cb\u003e0.918\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSubjective Norms (SN)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.711\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.75\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.464\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.806\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e\u003cb\u003e0.947\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSocial Presence (SP)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.613\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.67\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.46\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.714\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.635\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e\u003cb\u003e0.903\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTelepresence (TP)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.607\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.738\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.509\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.732\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.637\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e0.616\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c8\"\u003e \u003cp\u003e\u003cb\u003e0.902\u003c/b\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab4\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 4\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eHeterotrait\u0026ndash;Monotrait Ratio of Correlations (HTMT) Analysis.\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"8\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c8\" colnum=\"8\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAT\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eAWE\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003ePBC\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003ePI\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eSN\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSP\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c8\"\u003e \u003cp\u003eTP\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAttitudes Towards Behavior (AT)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAwe (AWE)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.785\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePerceived Behavioral Control (PBC)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.414\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.56\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePurchase Intentions (PI)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.848\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.89\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.627\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSubjective Norms (SN)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.757\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.815\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.485\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.871\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSocial Presence (SP)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.657\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.745\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.486\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.776\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.674\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eTelepresence (TP)\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.653\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.817\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.54\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.799\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.68\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e0.662\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e. \u003cb\u003eReliability and convergent validity.\u003c/b\u003e\u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e. \u003cb\u003eFornell\u0026ndash;Larcker criterion analysis.\u003c/b\u003e\u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e. \u003cb\u003eHTMT analysis.\u003c/b\u003e\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec16\" class=\"Section2\"\u003e \u003ch2\u003e5.3 Structural model\u003c/h2\u003e \u003cp\u003eTo assess the structural model's predictive accuracy, the R\u0026sup2; and Q\u0026sup2; values were first examined. Acceptable thresholds are R\u0026sup2; \u0026gt; 0.1 and Q\u0026sup2; \u0026gt; 0. As shown in Table\u0026nbsp;\u003cspan refid=\"Tab5\" class=\"InternalRef\"\u003e5\u003c/span\u003e, R\u0026sup2; values ranged from 0.258 to 0.778, and Q\u0026sup2; values from 0.239 to 0.646, confirming that the model reliably predicts the data.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab5\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 5\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eResults of R\u003csup\u003e2\u003c/sup\u003e and Q\u003csup\u003e2\u003c/sup\u003e analyses.\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"5\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eLatent Variable\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colspan=\"2\" nameend=\"c3\" namest=\"c2\"\u003e \u003cp\u003eR\u003csup\u003e2\u003c/sup\u003e\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colspan=\"2\" nameend=\"c5\" namest=\"c4\"\u003e \u003cp\u003eQ\u0026sup2;\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAttitudes Towards Behavior\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.458\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.401\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePerceived Behavioral Control\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.258\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.239\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePurchase Intentions\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.778\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.646\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSubjective Norms\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.592\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.525\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eVariance inflation factor (VIF) was used to test for multicollinearity. All VIF values were below 5 (ranging from 1 to 2.199), indicating that multicollinearity was not an issue for this study (Hair et al., 2014).\u003c/p\u003e \u003cp\u003eBootstrapping with 5000 samples was conducted to determine the statistical significance of the constructs. A block diagram of the algorithm and detailed calculations for the SmartPLS software are given in Table\u0026nbsp;\u003cspan refid=\"Tab6\" class=\"InternalRef\"\u003e6\u003c/span\u003e. Telepresence was significantly correlated with PBC (β\u0026thinsp;=\u0026thinsp;0.509, t\u0026thinsp;=\u0026thinsp;11.813) and attitudes toward behaviour (β\u0026thinsp;=\u0026thinsp;0.370, t\u0026thinsp;=\u0026thinsp;5.479), thereby supporting H1 and H2. Significant relationships were also reported from social presence to attitudes toward behaviour (β\u0026thinsp;=\u0026thinsp;0.386, t\u0026thinsp;=\u0026thinsp;4.707) and subjective norms (β\u0026thinsp;=\u0026thinsp;0.240, t\u0026thinsp;=\u0026thinsp;4.189), thus supporting H3 and H4. Awe exerted a positive effect on subjective norms (β\u0026thinsp;=\u0026thinsp;0.589, t\u0026thinsp;=\u0026thinsp;11.271), thus supporting H5. PBC (β\u0026thinsp;=\u0026thinsp;0.239, t\u0026thinsp;=\u0026thinsp;5.447), attitudes toward behaviour (β\u0026thinsp;=\u0026thinsp;0.387, t\u0026thinsp;=\u0026thinsp;6.298) and subjective norms (β\u0026thinsp;=\u0026thinsp;0.419, t\u0026thinsp;=\u0026thinsp;6.798) all had significant effects on purchase intentions, thus confirming H6, H7 and H8.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab6\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 6\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eResults of hypothesis analysis.\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"6\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eHypotheses\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCoefficient\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eT- values\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eP-values\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eResult\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTelepresence \u0026rarr; Perceived Behavioral Control\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.509\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e11.813\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eAccept\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTelepresence \u0026rarr; Attitudes Towards Behavior\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.370\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e5.479\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eAccept\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSocial Presence \u0026rarr; Subjective Norms\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.240\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e4.189\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eAccept\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSocial Presence \u0026rarr; Attitudes Towards Behavior\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.386\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e4.707\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eAccept\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAwe \u0026rarr; Subjective Norms\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.589\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e11.271\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eAccept\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH6\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003ePerceived Behavioral Control \u0026rarr; Purchase Intentions\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.239\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e5.447\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eAccept\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH7\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAttitudes Towards Behavior \u0026rarr; Purchase Intentions\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.387\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e6.289\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eAccept\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eH8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSubjective Norms \u0026rarr; Purchase Intentions\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.419\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e6.798\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eAccept\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab5\" class=\"InternalRef\"\u003e5\u003c/span\u003e. \u003cb\u003eResults of R\u003c/b\u003e\u003csup\u003e\u003cb\u003e2\u003c/b\u003e\u003c/sup\u003e \u003cb\u003eand Q\u003c/b\u003e\u003csup\u003e\u003cb\u003e2\u003c/b\u003e\u003c/sup\u003e \u003cb\u003eanalyses.\u003c/b\u003e\u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab6\" class=\"InternalRef\"\u003e6\u003c/span\u003e. \u003cb\u003eResults of hypotheses tests.\u003c/b\u003e\u003c/p\u003e \u003cp\u003eAs the final step in assessing the structural model for this study, indirect effects were analysed to gain a deeper understanding of the relationships between variables. Table\u0026nbsp;\u003cspan refid=\"Tab7\" class=\"InternalRef\"\u003e7\u003c/span\u003e shows the five indirect paths (IP) through which telepresence, social presence, and awe form purchase intentions. All five IPs were shown to be significant through the study. Remarkably, IP5 was the most significant, which suggests that awe is most capable of influencing people's purchase intentions through subjective norms in this study.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab7\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 7\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eResults of indirect path.\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"5\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eIndirect Path\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eCoefficient\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eT-values\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eP-values\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIP1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAwe \u0026rarr; Subjective Norms \u0026rarr; Purchase Intentions\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.247\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e5.949\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIP2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSocial Presence \u0026rarr; Attitudes Towards Behavior\u0026rarr; Purchase Intentions\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.149\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e3.198\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.001\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIP3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eSocial Presence \u0026rarr; Subjective Norms \u0026rarr; Purchase Intentions\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.101\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e3.340\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.001\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIP4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTelepresence \u0026rarr; Attitudes Towards Behavior \u0026rarr; Purchase Intentions\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.143\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e4.344\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eIP5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e \u003cp\u003eTelepresence \u0026rarr; Perceived Behavioral Control \u0026rarr; Purchase Intentions\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.122\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e4.369\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab7\" class=\"InternalRef\"\u003e7\u003c/span\u003e. \u003cb\u003eResults of indirect path.\u003c/b\u003e\u003c/p\u003e \u003c/div\u003e"},{"header":"6. Discussion and Conclusions","content":"\u003cp\u003ePrevious studies have shown that non-Muslims account for a very large share of the halal food consumption market (Mohd Nawawi et al., 2020). Marketing is a key channel for promoting consumption, yet the role of documentaries in marketing halal food has received limited attention even though they have been widely praised as effective digital marketing tools (Podara et al., 2021). This paper thus examines halal food documentaries and investigates how their narrative aspect appeals to the audience (Podara et al., 2021), triggers their immersive experience (through telepresence and social presence) and inspires their awe. Results show that telepresence, social presence and awe significantly influence the variables in TPB and are therefore confirmed as inducers of halal consumption. The main findings are summarised as follows.\u003c/p\u003e \u003cp\u003eFirstly, telepresence has a positive effect on PBC (H1) and attitudes toward behaviour (H2), thereby indicating that the telepresence brought by the narrative in halal food documentaries can have a very positive impact on audiences, allowing them to perceive that halal food is not just food but also carries religious culture and stories. Telepresence shapes the positive attitudes of the audience towards halal food, and such attitudes have an important influence on their halal food consumption. Therefore, the role of telepresence in driving halal food consumption can be confirmed in this study. Telepresence always exerts a significant positive impact on the audience\u0026rsquo;s attitudes (Hung et al., 2021). However, in Lee et al. (2010), the relationship between telepresence and PBC, as well as attitudes toward behaviour, was found to be negatively correlated. This outcome is likely due to the fact that most online consumers have established purchasing behaviours based on their prior experiences in physical environments. When shopping online, consumers may feel disconnected from social interactions or assistance due to the virtual nature of the environment, which can lead to a decline in their attitudes toward purchasing behaviour. In contrast, documentaries depict real-world physical spaces, allowing telepresence to have a positive effect by creating a more relatable and immersive experience that aligns with the audience's familiar physical context.\u003c/p\u003e \u003cp\u003eSecondly, social presence has a positive effect on subjective norms (H3) and attitudes toward behaviour (H4), thus further highlighting the importance of documentary narratives in marketing. The people and objects included in the narrative allow the audience to integrate themselves into this narrative, and the social presence offered by a documentary provides an immersive experience that can positively shape the intention of the audience to purchase halal food. Social presence brings a sense of warmth and sociability. When people watch halal food documentaries, they feel the pleasure of interacting with others, which in turn shapes their positive attitudes (Kim et al., 2020). Similarly, green consumption is often promoted by social media, and in its studies, social presence has been shown to positively influence subjective norms (Xie et al., 2023). This coincides with the present study, mainly because both are capable of bringing positive emotional value to people and can be influenced by social interactions.\u003c/p\u003e \u003cp\u003eThirdly, this study confirms that the narrative in halal food documentaries, especially those with religious content, evokes a profound sense of awe in the audience. This awe has the strongest influence on subjective norms (H5: β\u0026thinsp;=\u0026thinsp;0.589). Similar findings were observed in a previous study on environmentally responsible behaviour (Zhao et al., 2022). The reason for this consistency is likely because both religious and environmental contexts engage individuals on a deep emotional level, fostering a sense of reverence and responsibility. In both cases, awe serves as a catalyst for shaping social expectations and norms, encouraging behaviour that aligns with the values presented, whether religious or environmentally focused. However, the results of this study show that awe influences purchase intention through subjective norms (IP5: β\u0026thinsp;=\u0026thinsp;0.247), which differs from previous studies. This discrepancy may be due to the fact that community residents' awe of the Buddhist environment is more personal and less dependent on social interaction, whereas subjective norms are inherently tied to social connections (Zhao et al., 2022). In contrast, for non-Muslims consuming halal food, social connections play a more significant role in shaping behavioural intentions, as these individuals rely more on societal norms and interactions to inform their choices.\u003c/p\u003e \u003cp\u003eFinally, the three influencing variables (PBC, attitudes toward behaviour and subjective norms) in the TPB model (H6, H7, and H8 ) have a significantly positive influence non-Muslims\u0026rsquo; intentions to purchase halal food. This results aligns with the findings of (Suleman et al., 2021). However, Iranmanesh et al. (2019) found that subjective norms and PBC do not influence purchase intentions. This finding may be ascribed to differences in context, where the current study focused on non-Muslims, whilst Iranmanesh et al. (2019) focused on Muslims.\u003c/p\u003e"},{"header":"7. Theoretical and Practical Implications","content":"\u003cp\u003eThis study introduces an integrated model that combines narrative transport theory with TPB to offer theoretical and practical insights into how the narrative content of documentaries influences the halal food purchase intentions of audiences.\u003c/p\u003e \u003cp\u003eTheoretically, this study empirically links the audience perception triggered by documentary narratives to TPB. According to narrative transport theory, documentary narratives allow the audience to experience social presence and telepresence. In other words, these narratives alter the perceptions of audiences to create an immersive experience. These findings provide a theoretical basis for future research to investigate how the religious narratives on screen media impact non-religious viewers. Narrative transport theory is also integrated into TPB to further expand the applicability of the latter in the consumer domain.\u003c/p\u003e \u003cp\u003eSecondly, this study uses religious experience theory to explain how the religious narratives in documentaries can induce awe amongst viewers. Only a few studies have examined the use of religious experience theory for generating religious media propaganda. Meanwhile, awe, as a common psychological characteristic, has been rarely explained by theory of religious experience in previous studies, but in fact, religious experience refers to an individua;\u0026rsquo;s subjective participation in sacred things, which includes awe (Yamane, 2000). Therefore, this study also broadens the use of religious experience theory through awe. This study also emphasises the importance of adding religious narratives to the religious propaganda to induce awe amongst viewers. Incorporating awe into TPB further enriches the theory.\u003c/p\u003e \u003cp\u003eFinally, this study extends TPB to the marketing of religious documentaries by applying it to the study of those factors and mechanisms that influence non-Muslims\u0026rsquo; intention to purchase halal food, thus complementing the existing empirical research on those factors and mechanisms that influence the consumption of halal food.\u003c/p\u003e \u003cp\u003eFrom a practical perspective, the study shows that Islam can attract non-Muslim consumers by promoting halal food through documentaries. Religious culture gives other religions new ideas for development, and food can increase public awareness about the religion to which it is associated.\u003c/p\u003e \u003cp\u003eThe results of this study suggest that narrative plays a key role in evoking awe among customers during halal food purchases. Therefore, halal restaurant managers should focus on enhancing tourists' sense of awe through carefully crafted narratives. Firstly, the restaurant's religious atmosphere can be reinforced by playing appropriate promotional music or videos, including narrative works related to halal food, to inspire feelings of awe. It is crucial that the religious atmosphere aligns with the narrative. Secondly, given that customers have varying degrees of understanding of religious culture, their experiences of religious awe will differ. This can be addressed through narrative diversity, meaning that restaurant operators should select works with stylistic variety to optimise the interpretation of religious themes. Finally, the preparation of halal food could mirror the processes shown in documentary narratives, offering customers a sense of authenticity and a deeper connection to the experience.\u003c/p\u003e \u003cp\u003eThis study also offers insights into the practice of documentary scriptwriting. The narrative has always been a key part of film and television, and its importance has also been highlighted in religious documentaries. Therefore, when interpreting religion, it is important to strengthen the storytelling. In terms of telepresence and social presence, filmmakers should introduce relevant technologies that can enhance the audience\u0026rsquo;s sense of integration and consequently attract more audiences. Awe and the emotions of the audience are major drivers of their purchase intentions, with awe exerting a greater impact. Therefore, during content selection, filmmakers should increase religious content to inspire the awe of their audience.\u003c/p\u003e"},{"header":"8. Limitations and Future Research","content":"\u003cp\u003eThis study contributes to the literature by developing and validating a model for investigating those factors that influence consumers\u0026rsquo; intentions to purchase halal food. Nonetheless, this study has several limitations and results that warrant further investigation. Firstly, the research population of this study is mainly Chinese, thus the results of the study may be influenced by the ethnic culture and background of the participants, particularly in relation to religious consumption. Previous studies have shown that religious economics can be influenced by religious beliefs (Fischer, 2016). Future research should compare the results of this work across various geographical and cultural contexts.\u003c/p\u003e \u003cp\u003eSecondly, although this study emphasises the effects of narrative transport, the characteristics of documentaries and their intended purpose also warrant attention. Future research should further explore the importance of the documentary format in promoting religion and its characteristics.\u003c/p\u003e \u003cp\u003eFinally, this study only considers telepresence and social presence brought about by documentary narratives. However, these experiences also arise from virtual technologies, such as virtual and augmented reality. Future research may use these technologies to test their impact on people\u0026rsquo;s intention to purchase halal food and investigate how they can be incorporated into documentaries to better present their narratives.\u003c/p\u003e"},{"header":"Declarations","content":"\u003cp\u003e\u003cstrong\u003eEthical approval\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe study was approved by the Ethics Committee of Guangzhou University (No. [2024]118). All procedures were performed in accordance with the ethical standards laid down in the 1964 Declaration of Helsinki and its later amendments.\u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eInformed consent\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eInformed consent was obtained from the respondents included in the study. Before participating in the questionnaire, respondents were presented with the informed consent form, which informed them of the purpose of the study, the confidentiality and anonymity of the information, the voluntary nature of their participation, and the right to withdraw from the study at any time. If respondents chose \u0026ldquo;I would like to take part in the study\u0026rdquo;, they were allowed to participate in subsequent questionnaires. Finally, all respondents agreed to participate in the study and consented to have their data processed.\u0026nbsp;\u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eCompeting interests\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe author declares no competing interests.\u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eData availability\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eThe datasets generated during and/or analysed during the current study are available as a form of supplementary file and/or from the corresponding author upon reasonable request.\u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eAuthor Contributions: \u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eConceptualisation, J.Y.\u0026nbsp;and\u0026nbsp;C.N.Y; Data curation, J.Y.; Formal analysis, J.Y. and C.N.Y; Funding acquisition, J.Y. and\u0026nbsp;H.D.Z; Investigation, J.Y. and C.N.Y; Methodology, J.Y. and H.D.Z; Project administration, R.Y.; Supervision, H.D.Z; Validation, H.D.Z; Visualization, C.N.Y; Writing\u0026mdash;original draft, J.Y. and C.N.Y; Writing review \u0026amp; editing, J.Y., C.N.Y, H.D.Z, and R.Y.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eAll authors have read and agreed to the published version of the manuscript.\u003c/p\u003e\n\n\u003cp\u003e\u003cstrong\u003eFunding:\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eGuangdong Provincial Philosophy and Social Sciences Lingnan Culture Project, GD21LN14.\u003c/p\u003e\n\u003cp\u003eGuangzhou Higher Education Teaching Quality and Teaching Reform Project, 2023QTJG014.\u003c/p\u003e\n\n\n\n"},{"header":"References","content":"\u003col\u003e\n\u003cli\u003eAjzen, I. 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Enhancing Residents\u0026rsquo; Environmentally Responsible Behavioral Intentions: The Role of Awe and Place Attachment in Potatso National Park Communities, Tibet. \u003cem\u003eForests, 13\u003c/em\u003e(8). https://doi.org/10.3390/f13081251 \u003c/li\u003e\n\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"religious food, halal food, non-Muslim, documentary, awe, telepresence, social presence, TPB","lastPublishedDoi":"10.21203/rs.3.rs-5301412/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-5301412/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eReligious food plays a key role in conveying religious culture, transcending religious values due to its everyday and universal nature. With the growth of digital media, film and television, particularly documentaries, have become valuable tools for promoting religious food culture. While religious food is often viewed as a niche for the faithful, non-religious consumers now dominate the halal food market. This study explores how religious food documentaries influence non-religious individuals' purchase intentions, focusing on narrative transportation theory and awe in religious experiences through the lens of the theory of planned behaviour (TPB). A survey of 381 non-Muslim viewers of halal food documentaries revealed that documentary narratives and religious experiences significantly impact purchase intentions. Telepresence and social presence in the narratives affect perceived behavioural control, attitudes, and subjective norms, while awe directly influences subjective norms. All three intermediate variables positively contribute to purchase intentions. The findings offer insights and recommendations for religious food marketers and scriptwriters.\u003c/p\u003e","manuscriptTitle":"From Screen to Table: How Religious Food Documentaries Inspire Non-Religious Consumers’ Purchase Intentions","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2024-11-18 17:14:39","doi":"10.21203/rs.3.rs-5301412/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"fe2e7a4f-31c0-4b19-82d2-751ac106bd1c","owner":[],"postedDate":"November 18th, 2024","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[],"tags":[],"updatedAt":"2025-08-07T12:23:46+00:00","versionOfRecord":[],"versionCreatedAt":"2024-11-18 17:14:39","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-5301412","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-5301412","identity":"rs-5301412","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}