Predicting intention to choose
Purpose - Emphasis on the importance of Design/methodology/approach - A structured questionnaire was used to elicit responses from consumers using a convenience sampling technique. A total of 485 responses were received. Needless to say, this study extends the applicability of the TRA to study Findings - The findings indicated that the TRA is a valid model in the prediction of the intention to choose Research limitations/implications - The study contains a limited number of measures in the model. Nevertheless, it provides new information on the emerging issue of Practical implications - The results will be primarily beneficial to restaurants, fast food restaurants and small and medium enterprises in Malaysia by offering an insight into the intentions of consumers to choose Originality/value - The paper extends the understanding of TRA to newly emerging contexts such as
Volume (Year): 2 (2009)
Issue (Month): 1 (April)
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