—Although street food has been the sources of
unsafe food for consumption in the world including Thailand, it
is interesting that many people are still choosing the food from
here. The aim of this study is to investigate consumers’ decision
making regarding purchasing safe street food. There is very
limited research in this area, therefore this study purposes to
develop and test the quality of the instrument. The instrument
was developed base on purchasing decision making model, and
then tested the validity and reliability of data that collected
from 150 pilot respondents by using SEM analysis. The results
showed the drawn model was fit with the data. Moreover, the
construct reliability (CR > 0.7), convergent validity (AVE > 0.5)
and discriminant validity (AVE > r2) were acceptable. As a
result, this instrument is capable to be applied in main study
and test the research hypotheses. This pilot study can confirm
that the instrument is workable and minimize the potential
problem that probably occurs according to unclear instrument.
—Consumer, decision making, food safety,
reliability, street food, validity.
J. Khongtong is with the Food Science and Technology, University
Putra Malaysia, Malaysia (e-mail: firstname.lastname@example.org).
M. S. Ab Karim and M. Othman are with the Faculty of Food Science and
Technology, University Putra Malaysia
J. B. Bolong is with the Faculty of Modern Languages and
Communication, University Putra Malaysia.
Cite: J. Khongtong, M. S. Ab Karim, M. Othman, and J. B. Bolong, " Reliability and Validity of Consumers’ Decision Making
Investigation of Safe Street Food Purchasing, Pilot Study
in Nakhon Si Thammarat, Thailand," International Journal of Social Science and Humanity vol. 5, no. 3, pp. 306-310, 2015.