Impact of Motivators of Spreading Food and Beverage Rumors of Fast Food Restaurants Brand Name on Customers’ Purchasing Decisions

Document Type : Original Article

Authors

Hotel Management Department, Faculty of Tourism and Hotels, Minia University,Minia, Egypt

Abstract

Rumors are existing in all parts of society. Though unverified information, implausible rumors may impact customers' behaviors, and often resist correction. Anxiety about rumors has quickly grown since the internet has become a common place for seeking and sharing information. This research aims to explore the impact of motivators of spreading food and beverage rumors on customers` purchasing decisions of fast-food restaurants’ brand names. A quantitative approach was adopted in this research. A web-based questionnaire for a sample of customers (700 participants) of fast-food restaurant’s brand names (326 restaurants) in Greater Cairo. These restaurants were in McDonald’s, Kentucky Fried Chicken, Domino's Pizza, Pizza Hut, Subway, Burger King, Wendy`s, Starbucks, Chili`s, Taco Bell and Hardee's restaurants located in Greater Cairo. SPSS V. 16 was used to analyze data. Descriptive statistics, a one-sample T-test, and linear regression coefficients were used to analyze the research data. The results revealed that the motivators of food and beverage rumors as anxiety management motivators (β = 0.361, Sig. = 0.000), information sharing motivators (β = 0.474, Sig. = 0.000), relationship management motivators (β = 0.528, Sig. = 0.000), and self enhancement motivators (β = 0.556, Sig. = 0.000) have a positive statistically significant influence on customers' purchasing decisions of fast-food restaurants' brand names. This research provided valuable recommendations to enhance purchase decisions for customers of these restaurants.

Keywords

Minia Journal of Tourism and Hospitality Research MJTHR
Volume 14, Issue 2
December 2022
Pages 107-126

Files

Share

How to cite

Statistics