Applying the Theory of Planned Behavior to Chinese Millennials ’ Purchase Behavior on Foreign Fast Food Restaurants

@inproceedings{Choi2010ApplyingTT,
  title={Applying the Theory of Planned Behavior to Chinese Millennials ’ Purchase Behavior on Foreign Fast Food Restaurants},
  author={Eun-Kyong Cindy Choi},
  year={2010}
}
This study is designed (a) to determine the purchase intentions for any U.S. fast-food restaurant meal by Generation Y Chinese consumers, (b) to validate the Theory of Theory of planned behavior (TPB) in Asian culture, and (c) to determine if acculturation could enhance the validity of the TPB. This study will provide further support for the external… CONTINUE READING