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

Global Journal of Business Research, v. 13 (1) p. 93-107 (2019)

15 Pages Posted: 19 Jul 2019

See all articles by Chin-Hung Liu

Chin-Hung Liu

National Chin-Yi University of Technology

Ching-Wen Liao

Nowfood Biochemical Technology Company, Taiwan

Date Written: 2019

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

Suggested Citation

Liu, Chin-Hung and Liao, Ching-Wen, The Impact of Key Factors of the Fast Food Restaurant on Purchase Intention (2019). Global Journal of Business Research, v. 13 (1) p. 93-107 (2019), Available at SSRN: https://ssrn.com/abstract=3408220

Chin-Hung Liu (Contact Author)

National Chin-Yi University of Technology ( email )

China

Ching-Wen Liao

Nowfood Biochemical Technology Company, Taiwan ( email )

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