Impact of Motivators of Spreading Food and Beverage Rumors of Fast Food Restaurants Brand Name on Customers’ Purchasing Decisions

Abstract

 Food and Beverage Rumors  Motivators of spreading Rumors  Purchasing Decision  Fast-food Restaurants' Brand Name Rumors exist in all parts of society. Though unverified information, implausible rumors may impact customers' behaviors, and often resist correction. Anxiety about rumors has quickly grown since the internet has become a common place for seeking and sharing information. This research aims to assess the impact of motivators of spreading food and beverage rumors on customers` purchasing decisions of fastfood restaurants' brand names. A quantitative approach was adopted in this research. A web-based questionnaire for a sample of customers by using stratified random sampling (700 participants) of fast-food restaurant's brand names (326 restaurants) in Greater Cairo (Internal Trade Development Authority, 2022, Egyptian Hotel Association, 2022). These restaurants were in MDS, KEF, DOP, PIH, SW, BK, WE'S, HA'S, ST'S, CHL'S and TAB restaurants located in Greater Cairo. SPSS V. 22 was used to analyze data. Descriptive statistics, One-sample T-test, and linear regression coefficients were used to analyze the research data. The results revealed that the motivators of food and beverage rumors as anxiety management motivators (β = 0.361, Sig. = 0.000), information sharing motivators (β = 0.474, Sig. = 0.000), relationship management motivators (β = 0.528, Sig. = 0.000), and self enhancement motivators (β = 0.556, Sig. = 0.000) have a positive statistically significant influence on customers' purchasing decisions of fast-food restaurants' brand names. This research provided valuable recommendations to enhance purchase decisions for customers of these restaurants.