Determinants of young adults' fast food purchasing intention

The purpose of this study is to examine young adults' fast food purchasing intention by using the extended theory of planned behaviour model. One of the main aims of this study is to measure the factors that constitute the development and maintenance of attitude in order to gain a better unders...

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Main Author:	Javan Elfe Ginajil
Format:	Thesis
Language:	English English
Published:	2016
Subjects:	HF5001-6182 Business HQ799.95-799.97 Adulthood
Online Access:	https://eprints.ums.edu.my/id/eprint/38781/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/38781/2/FULLTEXT.pdf
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id	my-ums-ep.38781
record_format	uketd_dc
spelling	my-ums-ep.387812024-06-07T08:00:44Z Determinants of young adults' fast food purchasing intention 2016 Javan Elfe Ginajil HF5001-6182 Business HQ799.95-799.97 Adulthood The purpose of this study is to examine young adults' fast food purchasing intention by using the extended theory of planned behaviour model. One of the main aims of this study is to measure the factors that constitute the development and maintenance of attitude in order to gain a better understanding of Kata Kinabalu's young adults' attitude toward fast food. Young adults in the age range of 20-39 years old were the unit of analysis of this study. 210 questionnaires have successfully been collected throughout Kata Kinabalu. The finding of current study confirmed that affective attitude is the strongest predictors of young adults' fast food purchasing intention; cognitive attitude however is fairly weak in predicting fast food purchasing intention. This study shows that young adults in Kata Kinabalu rely more on emotional reaction and impulsivity when deciding to purchase fast food. Subjective norms (descriptive norm & injunctive norm) were both significance to purchasing intention, young adults were highly influenced by societal approval and acceptance before engaging in a specific behaviour. This study found that perception of control is weak, but self-efficacy is strong in predicting fast food purchasing intention. The factor of Mood is introduce in this study as one of the factors that is able to influenced the development and maintenance of young adults' attitude are found to be significant to both affective and cognitive attitude. Since subjective norms (descriptive & injunctive), and self-efficacy are able to predict young adults' fast food purchasing intention, future intervention program should be focusing in that aspect. 2016 Thesis https://eprints.ums.edu.my/id/eprint/38781/ https://eprints.ums.edu.my/id/eprint/38781/1/24%20PAGES.pdf text en public https://eprints.ums.edu.my/id/eprint/38781/2/FULLTEXT.pdf text en validuser masters Univeersiti Malaysia Sabah Fakulti Perniagaan, Ekonomi & Perakaunan
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English English
topic	HF5001-6182 Business HQ799.95-799.97 Adulthood
spellingShingle	HF5001-6182 Business HQ799.95-799.97 Adulthood Javan Elfe Ginajil Determinants of young adults' fast food purchasing intention
description	The purpose of this study is to examine young adults' fast food purchasing intention by using the extended theory of planned behaviour model. One of the main aims of this study is to measure the factors that constitute the development and maintenance of attitude in order to gain a better understanding of Kata Kinabalu's young adults' attitude toward fast food. Young adults in the age range of 20-39 years old were the unit of analysis of this study. 210 questionnaires have successfully been collected throughout Kata Kinabalu. The finding of current study confirmed that affective attitude is the strongest predictors of young adults' fast food purchasing intention; cognitive attitude however is fairly weak in predicting fast food purchasing intention. This study shows that young adults in Kata Kinabalu rely more on emotional reaction and impulsivity when deciding to purchase fast food. Subjective norms (descriptive norm & injunctive norm) were both significance to purchasing intention, young adults were highly influenced by societal approval and acceptance before engaging in a specific behaviour. This study found that perception of control is weak, but self-efficacy is strong in predicting fast food purchasing intention. The factor of Mood is introduce in this study as one of the factors that is able to influenced the development and maintenance of young adults' attitude are found to be significant to both affective and cognitive attitude. Since subjective norms (descriptive & injunctive), and self-efficacy are able to predict young adults' fast food purchasing intention, future intervention program should be focusing in that aspect.
format	Thesis
qualification_level	Master's degree
author	Javan Elfe Ginajil
author_facet	Javan Elfe Ginajil
author_sort	Javan Elfe Ginajil
title	Determinants of young adults' fast food purchasing intention
title_short	Determinants of young adults' fast food purchasing intention
title_full	Determinants of young adults' fast food purchasing intention
title_fullStr	Determinants of young adults' fast food purchasing intention
title_full_unstemmed	Determinants of young adults' fast food purchasing intention
title_sort	determinants of young adults' fast food purchasing intention
granting_institution	Univeersiti Malaysia Sabah
granting_department	Fakulti Perniagaan, Ekonomi & Perakaunan
publishDate	2016
url	https://eprints.ums.edu.my/id/eprint/38781/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/38781/2/FULLTEXT.pdf
_version_	1804890343437500416

Determinants of young adults' fast food purchasing intention

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