| dc.description.abstract | This study aimed to explore factors influencing fast food consumption intention of
students who study or live in Vietnam National University Village, HCMC by applying
Theory of Planned Behavior. A total of 400 students (46.8 % male) were surveyed with a
questionnaire. Descriptive statistics, Reliability test, Exploratory Factors Analysis (EFA),
Correlation test and Multiple Linear Regressions Analysis were performed in analyzing the
data. The most popular fast food dishes in descending order were Fired chicken (73%),
French fries (58.8%), Hamburger (49.2%) and Pizza (42.5%). Exploratory factors analysis
(EFA) grouped the items into 6 variables: Subjective Norm, Perceived Behavioral Control,
Risk Awareness, Motivation, Attitude toward the Behavior and Intention. Multiple Linear
Regressions Analysis showed that fast food consumption intention was significantly related
to Subjective Norm (b=0.137, P=0.006), Perceived Behavioral Control (b=0.394, P=0), Risk
Awareness (b=0.141, P=0.012) and Attitude Toward the Behavior (b=0.14, P=0.008).
Motivation was not significantly related to consumption intention (b=0.065, P=0.059). The
finding of the study was used to build up the marketing strategy for the new fast food
restaurant Loca Loca which located in Vietnam National University Village, HCMC. | en_US |
