| International service firms face threats and opportunities in fast food industry in Asian countries. Utilizing marketing theory and model developed in Western countries to understand and to predict Asian consumers would be helpful and effective for international marketers. However, the appropriateness of this kind of application has not been well verified in previous researches.; The objective of this study was to examine the applicability of theory of reasoned action in fast food consumption in China and varied influences of variables in the model to better capture consumers' behavior there. Based on the data from questionnaire survey and personal interview, the results suggested that social influence played a more important role than personal influence to predict behavioral expectation in Chinese consumers' fast food brand choices. Furthermore, additional factors were found to increase the prediction accuracy, including past behavior and situational variable. In addition, through variable influence examination, the consumption pattern and market segments in Chinese fast food market were identified for managerial implications. |
