계획 행동은 정말 실제 구매행동을 예측할 수 있는가? : 패스트푸드 방문객을 대상으로
Can the planned behaviors really predict the actual purchasing behavior? : Focusing on the fast food restaurant visitors’
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The purpose of this study was to investigate the influencing factors in unplanned purchasing behavior in a fast-food restaurant context. The results showed that 55.1% of all the respondents consumed specific products that they had planned to eat before entering the fast-food restaurant. Remained 44.9% of all the respondents indicated that they have consumed products that were unplanned before purchasing in the form of substituting item(3.5%), adding new items(41.4%). The binary logistical analysis shows that customers’ age, number of people accompanied, discount of products, POP, display of products, recommendation selling of employees has a significant influence on the probability of an unplanned purchasing behavior. In addition, situational factors in store such as discount of products, POP, display of products, recommendations from employees who were selling the products acted as facilitators by causing additions of a new products.
Abstract
The purpose of this study was to investigate the influencing factors in unplanned purchasing behavior in a fast-food restaurant context. The results showed that 55.1% of all the respondents consumed specific products that they had planned to eat before entering the fast-food restaurant. Remained 44.9% of all the respondents indicated that they have consumed products that were unplanned before purchasing in the form of substituting item(3.5%), adding new items(41.4%). The binary logistical analysis shows that customers’ age, number of people accompanied, discount of products, POP, display of products, recommendation selling of employees has a significant influence on the probability of an unplanned purchasing behavior. In addition, situational factors in store such as discount of products, POP, display of products, recommendations from employees who were selling the products acted as facilitators by causing additions of a new products.
참고문헌 (64)
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