This study examined the factors influencing customers’ consumption intentions and willingness to pay a premium price for 3D-printed food by combining personal innovativeness, perceived compatibility, perceived product value, desire to eat, and willingness to pay a premium price for 3D-printed food into a conceptual framework. Applying the extended theory of planned behavior (TPB) framework with personal innovativeness, perceived compatibility, and perceived product value, this study obtained data from 1540 respondents using an online cross-sectional questionnaire and utilized partial least squares structural equation modeling to verify the study hypotheses. The findings revealed that personal inventiveness, attitude, perceived compatibility, subjective norms, perceived product value, and perceived behavioral control exert a significant influence on the intention and willingness to pay a premium price for 3D-printed food. The result also showed that perceived behavior and intention significantly affect willingness to pay a premium price for 3D-printed food. Furthermore, the outcome confirmed that, with the exception of the link between perceived product value, subjective norms, and willingness to pay a premium price for 3D-printed food, intention serves as a significant mediator in the relationship between factors and willingness to pay a premium price for 3D-printed food. This research contributes to the theoretical understanding of the factors that influence consumers’ intention to consume and willingness to pay a premium for 3D-printed food, providing new insights from new variables and broadening the scope of the TPB’s original model in the perspective of new food settings and Asian nations. These findings imply that 3D-printed food sellers in the Asian market need to pay more attention to the factors that stimulate customers’ intentions, which, in turn, affect consumers’ views of perceived product value and improve their readiness to pay a premium price for 3D-printed food.

本研究结合个人创新性、感知兼容性、感知产品价值、进食欲望以及为 3D 打印食品支付高价的意愿，研究了影响顾客消费意图和为 3D 打印食品支付高价的意愿的因素。纳入概念框架。本研究应用计划行为扩展理论 (TPB) 框架以及个人创新性、感知兼容性和感知产品价值，通过在线横断面调查问卷获取了 1540 名受访者的数据，并利用偏最小二乘结构方程模型来验证研究假设。研究结果表明，个人创造力、态度、感知兼容性、主观规范、感知产品价值和感知行为控制对为 3D 打印食品支付高价的意图和意愿产生重大影响。结果还表明，感知行为和意图显着影响为 3D 打印食品支付高价的意愿。此外，结果证实，除了感知产品价值、主观规范和为 3D 打印食品支付高价的意愿之间的联系外，意图在因素和支付意愿之间的关系中发挥着重要的中介作用。 3D 打印食品的溢价。这项研究有助于从理论上理解影响消费者消费意愿和为3D打印食品支付溢价的因素，从新变量中提供新见解，并从新食品的角度拓宽TPB原始模型的范围环境和亚洲国家。这些发现意味着亚洲市场的3D打印食品销售商需要更多地关注激发顾客购买意向的因素，从而影响消费者对感知产品价值的看法，并提高他们为商品支付溢价的意愿。 3D 打印食品。