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A situational model of fast food res...

Li, Feng.

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A situational model of fast food restaurant consumption: Application of theory of reasoned action.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	A situational model of fast food restaurant consumption: Application of theory of reasoned action./
作者:	Li, Feng.
面頁冊數:	166 p.
附註:	Adviser: Vinay Kanetkar.
Contained By:	Masters Abstracts International41-02.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=MQ71799
ISBN:	0612717992

A situational model of fast food restaurant consumption: Application of theory of reasoned action.
Li, Feng.

A situational model of fast food restaurant consumption: Application of theory of reasoned action. - 166 p.

Adviser: Vinay Kanetkar.

Thesis (M.Sc.)--University of Guelph (Canada), 2002.

International service firms face threats and opportunities in fast food industry in Asian countries. Utilizing marketing theory and model developed in Western countries to understand and to predict Asian consumers would be helpful and effective for international marketers. However, the appropriateness of this kind of application has not been well verified in previous researches.

ISBN: 0612717992Subjects--Topical Terms:

1017573
Business Administration, Marketing.

A situational model of fast food restaurant consumption: Application of theory of reasoned action.
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245 1 0 $a A situational model of fast food restaurant consumption: Application of theory of reasoned action.
300 $a 166 p.
500 $a Adviser: Vinay Kanetkar.
500 $a Source: Masters Abstracts International, Volume: 41-02, page: 0403.
502 $a Thesis (M.Sc.)--University of Guelph (Canada), 2002.
520 $a International service firms face threats and opportunities in fast food industry in Asian countries. Utilizing marketing theory and model developed in Western countries to understand and to predict Asian consumers would be helpful and effective for international marketers. However, the appropriateness of this kind of application has not been well verified in previous researches.
520 $a The objective of this study was to examine the applicability of theory of reasoned action in fast food consumption in China and varied influences of variables in the model to better capture consumers' behavior there. Based on the data from questionnaire survey and personal interview, the results suggested that social influence played a more important role than personal influence to predict behavioral expectation in Chinese consumers' fast food brand choices. Furthermore, additional factors were found to increase the prediction accuracy, including past behavior and situational variable. In addition, through variable influence examination, the consumption pattern and market segments in Chinese fast food market were identified for managerial implications.
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