Motivational factors towards fast-food joint selection in under-developed country setting: A Partial Least Square and Structural Equation Modeling (PLS-SEM) approach
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63525905" target="_blank" >RIV/70883521:28120/20:63525905 - isvavai.cz</a>
Alternative codes found
RIV/70883521:28130/20:63525905
Result on the web
<a href="https://www.cogentoa.com/article/10.1080/23311886.2020.1748988" target="_blank" >https://www.cogentoa.com/article/10.1080/23311886.2020.1748988</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1080/23311886.2020.1748988" target="_blank" >10.1080/23311886.2020.1748988</a>
Alternative languages
Result language
angličtina
Original language name
Motivational factors towards fast-food joint selection in under-developed country setting: A Partial Least Square and Structural Equation Modeling (PLS-SEM) approach
Original language description
The abrupt rise in the fast food business the world over calls for research attention to the phenomenon, especially, in underdeveloped and developing economies. Research is scanty regarding the phenomenon; especially what motivates patrons to select fast food joints in under developed economies such as Ghana. The study sought to ascertain the motivational factors that actuate (or stimulate) consumers' intent to select a fast-food joint in an under-developed country setting, particularly, in Ghana, a sub-Sahara African region. Additionally, the partial goal of this survey is to examine the mediating role of convenience (CONV), and taste and preference (TASPRE) given the indirect effect of traditional advertising communication medium (ACM); Radio/Tv and word-of-mouth. Using a quantitative research approach, a structured survey questionnaire was used to intercept buyers of fast-food at vantage points in the Cape Coast metropolis in the Central region of Ghana. A non-randomized sampling technique, precisely, the convenience sampling, was adopted to consider popular fast-food joints that aided the researchers to intercept customers/buyers for the study. Results from the application of partial least square and structural equation modelling (PL-SEM) of 305 valid responses revealed that the mediation (indirect) analysis supported all the mediate-hypotheses. The research implications and future study directions are discussed in the concluding part of the paper.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Cogent Social Sciences
ISSN
2331-1886
e-ISSN
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Volume of the periodical
6
Issue of the periodical within the volume
1
Country of publishing house
GB - UNITED KINGDOM
Number of pages
20
Pages from-to
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UT code for WoS article
000526445200001
EID of the result in the Scopus database
2-s2.0-85083494388