RT info:eu-repo/semantics/article
T1 Testing Model of Purchase Intention for Fast Food in Mexico: How do Consumers React to Food Values, Positive Anticipated Emotions, Attitude toward the Brand, and Attitude toward Eating Hamburgers?
A1 Pérez-Villarreal, Héctor Hugo
A1 Martínez Ruiz, María Pilar .
A1 Izquierdo Yusta, Alicia
K1 Food values
K1 Positive anticipated emotions
K1 Attitude toward the brand
K1 Attitude toward eating a hamburger
K1 Purchase intention
K1 Comercio
K1 Commerce
K1 Alimentos
K1 Food
AB This research investigated the effect of the food values, positive anticipated emotions,attitude toward the brand, and attitude toward eating a hamburger on purchase intention in fast-foodrestaurants in Mexico conjointly. The purpose of this study was to discover which variables influencedthe consumer´s intention to buy. Data was collected from a survey of 512 Mexicans fast-foodconsumers. Structural equation modeling was used to test the hypothesized associations. The resultsshowed that food values and positive anticipated emotions absolutely impact the attitude toward thebrand, which impacts the purchase intention of the Mexican consumers. Nonetheless, the positiveanticipated emotions impact stronger than food values, and the best way to get a purchase intentionis toward the attitude of the brand rather than attitude toward eating a hamburger. The authorsdiscussed inferences and suggestions for consumer approaches.
PB MDPI
YR 2019
FD 2019-08
LK http://hdl.handle.net/10259/7973
UL http://hdl.handle.net/10259/7973
LA eng
NO This research was funded by Universidad Popular Autónoma del Estado de Puebla (UPAEP), Sistemas de Información de Marketing: Sistemas de información, modelización y gestión para la toma de decisiones en Marketing and the APC was funded by UPAEP.
DS Repositorio Institucional de la Universidad de Burgos
RD 23-nov-2024