Influence of utilitarian cues, observability and social norms on intention to eat out alone

مقدم أطروحة جامعية

Erkik, Hajir Idrisi

مشرف أطروحة جامعية

Bachleda, Catherine

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2016

الملخص الإنجليزي

The objective of the current study was to examine the influence of utilitarian cues, observability of an activity, and social norms on the intention to engage in a public hedonic activity alone.

Data was gathered by the means of a questionnaire and respondents were Moroccan consumers from different major cities.

Results show that consumers are more likely to undertake a public hedonic activity alone, namely eating in a restaurant, when they are provided with utilitarian cues such as Wi-Fi or reading materials, when there are fewer people to observe them and when they believed their family and important others wouldn’t disapprove of them eating alone in the restaurant.

The study findings have important implications concerning influences on consumer behavior when undertaking activities on their own.

التخصصات الرئيسية

العلوم الاقتصادية والمالية وإدارة الأعمال

عدد الصفحات

37

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-775204