Buying Intention and Menu Labeling in QSRs: The Role of TPB | ||
| Egyptian Journal of Tourism and Hospitality | ||
| Volume 26, Issue 2, December 2019, Pages 37-50 PDF (474.86 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ejth.2019.233287 | ||
| Authors | ||
| Ahmed Shaker Abdelaziz1; Abuelnasr Alsayd Sobaih2; Ahmed Mostafa Fawzy1 | ||
| 1Hotel Management, Faculty of Tourism and Hotel Management, Helwan University, Egypt | ||
| 2Hotel Management, Faculty of Tourism and Hotel Management, Helwan University, Egypt Collage of Business Administration, King Faisal University, KSA | ||
| Abstract | ||
| This research aims to understand customer buying intention and menu labeling in quick service restaurants (QSRs) by using the theory of planned behavior (TPB). To achieve this aim, a self-administrated questionnaire was directed to a random sample of QSRs customers in the investigated restaurants. A number of 380 forms was distributed, among them 308 forms (81.1%) were completed and valid for analysis. The findings supported that attitude, subjective norms and perceived behavioral control have direct effect on customers buying intention. | ||
| Keywords | ||
| Menu Labeling; QSRs; Theory Planned Behavior; Buying Intention | ||
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