Exploring the Antecedents of Price Fairness in the Fast Food: A case of McDonald’s

• 발행기관: 강원대학교 경영경제연구소
• 저자명: Myung-Keun Song Joon-Ho Moon Sun-Woo Park
• 간행물 정보: 『아태비즈니스연구』제10권 제4호, 181~195쪽, 전체 15쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2019.12.30

영문 초록

This study aims to investigate the influencing attributes on price fairness in the domain of fast food service context. As the research subject, this research selects McDonald’s business because of its market share in the fast food market. Five attributes are examined to account for price fairness. The attributes are advertising attitude, employee service, waiting, convenience, and brand love. This study performed survey to collect the data. The survey participants are university students because they are essential market segment for fast food business. The number of observation is 299 for the data analysis. To analyze the data, this research used various statistical instruments (e.g., frequency analysis, mean and standard computation, exploratory factor analysis, reliability test, correlation matrix, and multiple regression analysis). Regarding the results, this research identified advertising attitude, employee service, and brand love are influential attributes to establish price fairness of university students. This research could inform the marketing director of food service business to understand university students target better.

목차

Ⅰ. Introduction

Ⅱ. Literature Review and Hypotheses Development

Ⅲ. Method

Ⅳ. Results

Ⅴ. Conclusion

키워드

Price Fairness Fast Food Advertising Attitude Employee Service Brand Love