Testing Model of Purchase Intention for Fast Food in Mexico: How do Consumers React to Food Values, Positive Anticipated Emotions, Attitude toward the Brand, and Attitude toward Eating Hamburgers?

174

126

The fast-food service industry has been growing rapidly across China over the last few decades. In accordance with the rising consumption level in the country, Chinese customers care increasingly about their food choices. The purpose of this study is to investigate the factors that can influence customer satisfaction, loyalty, and happiness, with a particular focus on the moderating role of gender. Data were collected through an online survey completed by customers who visited Western fast-food restaurants (KFC, McDonalds, etc.) in China. The structural equation model was applied to test 12 hypotheses. Results showed that perceived price, food, service, and physical environment quality positively affected customer satisfaction. Perceived price can significantly influence customers’ judgement of the quality dimensions of a restaurant. Moreover, customer satisfaction and happiness can lead to a sense of loyalty. Happiness functions as a mediator between satisfaction and loyalty. Nonetheless, our findings indicated that customers’ perceptions of food quality based on price and satisfaction levels based on service quality differ significantly between the genders, which demonstrated that gender moderation exists in food consumption. This study will contribute to a better understanding of managerial and theoretical perspectives, which will be beneficial for subsequent research.

Section: Analysis and Resultsmentioning

confidence: 99%

What Drives Customer Satisfaction, Loyalty, and Happiness in Fast-Food Restaurants in China? Perceived Price, Service Quality, Food Quality, Physical Environment Quality, and the Moderating Role of Gender

Zhong

Moon

2020

174

126

“…Attitude toward something is an antecedent of intention, but it is also the degree to which an individual has a favorable or unfavorable evaluation of the behavior toward any purchase situation [18]. The aim of this paper, which assumed determination of awareness consumer measures towards regional food products in two surveyed countries, resulted in a conclusion that to a greater extent, the consumers of Western Ukraine buy regional products at designated points in the immediate area of residence, usually being suggested by a product certification mark.…”

Section: Discussionmentioning

confidence: 99%

“…Regional food supply chains also affect elements such as information, the nature of the regional product, media, advertising, and other behavioral factors. In the context of regional/traditional food consumption, the role of awareness measures is the most important in the study of consumer behavior [18].…”

Section: Introductionmentioning

confidence: 99%

Consumer Awareness of the Regional Food Market: The Case of Eastern European Border Regions

Soroka

Wojciechowska-Solis

2019

The aim of this paper is to determine the awareness measures of consumers from Eastern Poland and Western Ukraine towards regional food products, including consumer knowledge on regional products available in the media and their availability on the food market. The effort was made to compare consumers’ opinions on the reasons for purchasing regional food and ways of distinguishing it from conventional products, as well as on the availability of regional products. Consumer awareness—that is, making informed choices based on the knowledge we have—is a measure of attitudes and cognition, and sometimes can be directed towards the brand, which is the product’s regional designation. Therefore, it is necessary to comment that attitudes towards regionality can generate a behavioral intent. A diagnostic survey with an author’s questionnaire was used in the study, which helped to survey 1128 respondents from Eastern Poland—that is, from the Podlaskie, Lublin, and Subcarpathia regions—and 1072 from Western Ukraine, including the Volyn, Lviv, and Transcarpathia regions. Discriminant function analysis was used in statistical analysis. Both residents of Eastern Poland and Western Ukraine obtained information on regional food products from their friends or family and from television (TV), internet, and regional fairs. Consumers from both countries pointed at too many possibilities of purchasing regional products; at the same time, they paid attention to a limited number of points of sale. TV and Internet have a great promotional potential to educate young consumers focused on the purchase of regional food products.

“…Attitude denotes "the evaluation of an object, concept, or behavior along a dimension of favor or disfavor, good or bad, like or dislike" [25] (p. 3). Attitude has been important for research into consumer behavior and food consumption [26]. Subjective norm refers to "a person's belief about whether significant others feel that he or she should perform the target behavior" [24] (p. 260).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Some Key Factors Affecting Consumers’ Intentions to Purchase Functional Foods: A Case Study of Functional Yogurts in Vietnam

Nguyen

Nguyen³

et al. 2019

The development of functional foods is key to promoting a healthy diet and preventing certain diseases. This study aims to examine several key factors that affect consumer attitude and intention with respect to purchasing functional foods in an emerging market economy. A research model was developed by extension of the Theory of Reasoned Action (TRA), and then validated through obtaining data from 596 Vietnamese consumers who were interested in functional yogurts using an interviewer-administered questionnaire. Multivariate data analysis reveals that while health consciousness and subjective norm significantly enhance consumers’ attitudes towards purchasing functional yogurts, perceived price of functional yogurts exerts a negative impact on such attitudes. Moreover, subjective norm and attitude appear to be key predictors of consumers’ intentions to buy functional yogurts. These findings extend the extant literature relating to functional food purchase and consumption in emerging markets, and they have several important practical implications for functional yogurt manufacturers, retailers, and policymakers. A major implication is that education and communication programs that aim at increasing consumers’ health consciousness and their awareness of functional foods’ health benefits play an integral role in the success of functional food products such as functional yogurts. Research limitations and future research directions are also presented.