The Impact of Key Factors of the Fast Food Restaurant on Purchase Intention

Abstract

This study examines the Fast Food Restaurant, Mos Burger, a famous Japanese brand. We use this restaurant as an example to explore the effects of brand reputation, brand identification, perceived quality, perceived value, corporate image and purchase intention. A questionnaire survey was conducted on the consumers of the Mos Burger. The results show that brand reputation has a significant positive and direct influence on brand identification and perceived quality. Brand identification, perceived quality and perceived value has a significant positive and direct influence on purchase intention. Perceived quality has a significantly positive and direct influence on perceived value, and it influences purchase intention indirectly through perceived value. We also find demographic variables of the Mos Burger consumer have no significantly different perception on brand reputation, brand identification, perceived quality, perceived value, corporate image and purchase intention.

Keywords: Brand Reputation Brand Identification, Perceived Quality, Perceived Value, Purchase Intention

JEL Classification: M1, M10