Influence of utilitarian cues, observability and social norms on intention to eat out alone
Dissertant
Thesis advisor
University
Al Akhawayn University
Faculty
The School of Business Administration
University Country
Morocco
Degree
Master
Degree Date
2016
English Abstract
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.
Main Subjects
Economics & Business Administration
No. of Pages
37
Table of Contents
Table of contents.
Abstract.
Chapter One : Introduction.
Chapter Two : Research question.
Chapter Three : Literature review.
Chapter Four : Methodology.
Chapter Five : Data and analysis.
Chapter Six : Discussion.
Chapter Seven : Conclusion.
Chapter Eight : Limitations.
References.
American Psychological Association (APA)
Erkik, Hajir Idrisi. (2016). Influence of utilitarian cues, observability and social norms on intention to eat out alone. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-775204
Modern Language Association (MLA)
Erkik, Hajir Idrisi. Influence of utilitarian cues, observability and social norms on intention to eat out alone. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2016).
https://search.emarefa.net/detail/BIM-775204
American Medical Association (AMA)
Erkik, Hajir Idrisi. (2016). Influence of utilitarian cues, observability and social norms on intention to eat out alone. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-775204
Language
English
Data Type
Arab Theses
Record ID
BIM-775204
