consumer purchase intention at traditional restaurant and fast
TRANSCRIPT
![Page 1: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/1.jpg)
![Page 2: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/2.jpg)
![Page 3: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/3.jpg)
![Page 4: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/4.jpg)
Malaysian restaurant industry is
due and
, which cause the increase in eating out trend and sways consumers’ choice on which types of restaurant to be visited.
![Page 5: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/5.jpg)
This also
and
in Malaysia
![Page 6: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/6.jpg)
Whitlark, Geurts and Swenson (1993)
as a associated with
![Page 7: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/7.jpg)
as consumer who make a
and
![Page 8: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/8.jpg)
.
![Page 9: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/9.jpg)
Based on Ajzen and Fishbein (1980) multi-attribute
attitude model, suggest that a
towards restaurants food
are determined by food attributes that influence theirs purchasing decisions
![Page 10: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/10.jpg)
In the , customers’ level of
is strongly associated with
and (Cho and Park, 2001).
![Page 11: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/11.jpg)
Customer is defined as the degree to which
customer has
of a and
(Heelier, Geursan, Carr and Rickard, 2003)
![Page 12: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/12.jpg)
The hypothesis of the study is that;
H: The , , and are correlated with at traditional restaurant and fast food restaurant, respectively.
Consumer Attitude
Consumer Satisfaction
Consumer Loyalty
Purchase Intention
Independent variables (Correlation) Dependant variables
Figure 1 shows the hypothesized research model
![Page 13: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/13.jpg)
were conducted using
method andrestaurants in four cities in Malaysia
, the researchers and the enumerators waited outside of the selected restaurant and choose one customers out of every three who purchased their food and meals
![Page 14: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/14.jpg)
The result of these analyses indicated that consumer loyalty was highly positively (r = .793) and highly significant (p = .001 level).
![Page 15: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/15.jpg)
The correlation between consumers attitude and purchaseintention was positive and significant (r = .766) at p = .001 level.
![Page 16: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/16.jpg)
The statistical analysis yield that r = .751 indicate at p = .001 level, show the positive and significant correlation between consumer satisfaction and purchase intention.
![Page 17: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/17.jpg)
The result of these analyses indicated that consumer loyalty offast food restaurant was highly positively (r = .789) and highly significant (p = .001level).
![Page 18: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/18.jpg)
the correlation between consumers attitude and purchase intention waspositive and significant (r = .756) at p = .001 level
![Page 19: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/19.jpg)
The statistical analysis yield that r =.325 indicate at p = .001 level, show the positive and significant correlation betweenconsumer satisfaction and purchase intention.
![Page 20: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/20.jpg)
The finding revealed that the independent variables are correlated with purchase intention at fast food restaurant. Thus, the hypothesis is accepted
![Page 21: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/21.jpg)
The results of the study confirmed with Bowen and Chen’s (2001)
study indicated that consumer loyalty was the most
significantly and positively variable that explaining the variance in the purchase intention for both types of restaurant
![Page 22: Consumer Purchase Intention at Traditional Restaurant and Fast](https://reader035.vdocuments.site/reader035/viewer/2022081801/55263a484a7959bc488b4eef/html5/thumbnails/22.jpg)