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Factors Affecting Purchase Intentions in Generation Y: An Empirical Evidence from Fast Food Industry in Malaysia

Author

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  • Aiyun Xiao

    (Graduate School of Business, Universiti Sains Malaysia, Penang 11800, Malaysia)

  • Shaohua Yang

    (Graduate School of Business, Universiti Sains Malaysia, Penang 11800, Malaysia)

  • Qaisar Iqbal

    (School of Management, Universiti Sains Malaysia, Penang 11800, Malaysia)

Abstract

The purpose of the present study was to investigate the factors that influence the purchase intentions of Generation Y students towards the fast food industry in Nilai, Malaysia. Nowadays, purchase intentions are an important aspect of organizational long-term success in the fast food industry. In addition, purchase intentions are the critical element in competing with other competitive environments; hence, it is important for the fast food industry to pay a significant attention to this matter. The present study was conducted to identify the key determinants that impact the purchase intention of Generation Y students towards the fast food industry in Nilai, Malaysia. Employing the quantitative method in this study, a total of 313 questionnaires were distributed with the response rate of 91%. Another purpose of this study was to provide important insights to Nilai fast food restaurants in understanding the purchase intentions of customers. Therefore, the leaders and managers of Nilai local fast food restaurants can enhance customers’ experience, solve their problems, and ultimately obtain high quality business by understanding the key factors of purchase intentions in fast food industry.

Suggested Citation

  • Aiyun Xiao & Shaohua Yang & Qaisar Iqbal, 2018. "Factors Affecting Purchase Intentions in Generation Y: An Empirical Evidence from Fast Food Industry in Malaysia," Administrative Sciences, MDPI, vol. 9(1), pages 1-16, December.
    • Handle: RePEc:gam:jadmsc:v:9:y:2018:i:1:p:4-:d:194156
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    References listed on IDEAS

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    1. Yaxin Ma & Shaohua Yang, 2018. "An Empirical Study of Female E-shopper’s Satisfaction with Cosmetic Products in China," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(3), pages 211-211, February.
    2. Shaohua Yang & Xingxing Chen & Xiaoli Shen, 2017. "An Exploratory Study of Customer Satisfaction with International Student Recruitment Agencies: A Case Study in New Zealand," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(11), pages 130-130, October.
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    Cited by:

    1. Ashraf Mohamed Anas & Ahmed Hassan Abdou & Thowayeb H. Hassan & Wael Mohamed Mahmoud Alrefae & Fathi Mohammed Daradkeh & Maha Abdul-Moniem Mohammed El-Amin & Adam Basheer Adam Kegour & Hanem Mostafa M, 2023. "Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context," Sustainability, MDPI, vol. 15(9), pages 1-21, April.
    2. Aisha Sanam & Dr. Raj Maham & Naila Amin, 2024. "Navigating Consumer Intent: The Power of Attitude and Social Influence In Pakistan's E-Commerce," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(3), pages 370-378.
    3. Yunia Dwie Nurcahyanie & Moses Laksono Singgih & Dyah Santhi Dewi, 2022. "Implementing Online Product Reviews and Muslim Fashion Innovation for Resilience during the New Normal in Indonesia," Sustainability, MDPI, vol. 14(4), pages 1-20, February.
    4. Fayez Bassam Shriedeh, 2019. "Employee Turnover in the Fast Food Restaurants: Investigating the Role of Human Resource Management Practices," International Journal of Human Resource Studies, Macrothink Institute, vol. 9(4), pages 205-220, December.
    5. Chao Gu & Tingting Huang & Wei Wei & Chun Yang & Jiangjie Chen & Wei Miao & Shuyuan Lin & Hanchu Sun & Jie Sun, 2023. "The Effect of Using Augmented Reality Technology in Takeaway Food Packaging to Improve Young Consumers’ Negative Evaluations," Agriculture, MDPI, vol. 13(2), pages 1-35, January.
    6. George Thomas, 2023. "Demystifying the Relationship between Restaurant Innovativeness, Customer Engagement, and Customer Willingness to Pay a Higher Price," Sustainability, MDPI, vol. 15(10), pages 1-14, May.

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