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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?

Foods, 2019-08, Vol.8 (9), p.369 [Peer Reviewed Journal]

2019 by the authors. 2019 ;ISSN: 2304-8158 ;EISSN: 2304-8158 ;DOI: 10.3390/foods8090369 ;PMID: 31461849

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  • Title:
    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?
  • Author: Pérez-Villarreal, Héctor Hugo ; Martínez-Ruiz, María Pilar ; Izquierdo-Yusta, Alicia
  • Subjects: attitude toward eating a hamburger ; attitude toward the brand ; food values ; positive anticipated emotions ; purchase intention
  • Is Part Of: Foods, 2019-08, Vol.8 (9), p.369
  • Description: 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-food restaurants in Mexico conjointly. The purpose of this study was to discover which variables influenced the consumer´s intention to buy. Data was collected from a survey of 512 Mexicans fast-food consumers. Structural equation modeling was used to test the hypothesized associations. The results showed that food values and positive anticipated emotions absolutely impact the attitude toward the brand, which impacts the purchase intention of the Mexican consumers. Nonetheless, the positive anticipated emotions impact stronger than food values, and the best way to get a purchase intention is toward the attitude of the brand rather than attitude toward eating a hamburger. The authors discussed inferences and suggestions for consumer approaches.
  • Publisher: Switzerland: MDPI
  • Language: English
  • Identifier: ISSN: 2304-8158
    EISSN: 2304-8158
    DOI: 10.3390/foods8090369
    PMID: 31461849
  • Source: PubMed Central
    ROAD: Directory of Open Access Scholarly Resources
    DOAJ Directory of Open Access Journals
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