Motivational factors towards fast-food joint selection in under-developed country setting: A Partial Least Square and Structural Equation Modeling (PLS-SEM) approach

Kód výsledku v 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>

Nalezeny alternativní kódy

RIV/70883521:28130/20:63525905

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Motivational factors towards fast-food joint selection in under-developed country setting: A Partial Least Square and Structural Equation Modeling (PLS-SEM) approach

Popis výsledku v původním jazyce

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&apos; 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.

Název v anglickém jazyce

Motivational factors towards fast-food joint selection in under-developed country setting: A Partial Least Square and Structural Equation Modeling (PLS-SEM) approach

Popis výsledku anglicky

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&apos; 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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Cogent Social Sciences

ISSN

2331-1886

e-ISSN

—

Svazek periodika

6

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

20

Strana od-do

—

Kód UT WoS článku

000526445200001

EID výsledku v databázi Scopus

2-s2.0-85083494388