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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.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	A situational model of fast food restaurant consumption: Application of theory of reasoned action./
Author:	Li, Feng.
Description:	166 p.
Notes:	Adviser: Vinay Kanetkar.
Contained By:	Masters Abstracts International41-02.
Subject:	Business Administration, Marketing. -
Online resource:	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.
LDR:02022nam 2200277 a 45 001 933399
005 20110505
008 110505s2002 eng d
020 $a 0612717992
035 $a (UnM)AAIMQ71799
035 $a AAIMQ71799
040 $a UnM $c UnM
100 1 $a Li, Feng. $3 837961
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.
590 $a School code: 0081.
650 4 $a Business Administration, Marketing. $3 1017573
690 $a 0338
710 2 0 $a University of Guelph (Canada). $3 1018650
773 0 $t Masters Abstracts International $g 41-02.
790 $a 0081
790 1 0 $a Kanetkar, Vinay, $e advisor
791 $a M.Sc.
792 $a 2002
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=MQ71799