Yoon Kin Tong, David; Fa Tong, Xue; Yin, Evon - In: Young Consumers 13 (2012) 4, pp. 392-406
consumers' experience of the taste, mood and health of infused drinks using the moderated mediation method. Design … moderated mediation process and the final mediation effects were confirmed using Aroian tests. Findings – The subjective norm … and lifestyle variables predict innovation in infused soft drinks. The results from the moderated mediation analyses …