대학생들의 맥도날드 재방문 의도에 영향을 미치는 요인에 대한 연구

The fast food industry is a major industry within the food service domain, and is also quite a competitive market. It is essential to understand consumers’ characteristics, such as revisit intention in order to survive in the market. Hence, the purpose of this research is to investigate the attributes to account for the revisit intention of fast food quick service restaurants. As the research domain, this research selected McDonald’s given the popularity in the market. This research adopted five attributes to account for the revisit intention, including advertising, price fairness, accessibility, waiting, and brand love. To test the research hypotheses, this study adopted a survey. The data was collected from university students, a main customer of quick service restaurants and the number of valid samples was 299. This study implemented frequency analysis, exploratory factor analysis and reliability analysis, correlation, and multiple regression analysis. Regarding the results, revisit intention is positively influenced by advertising, accessibility, and brand love. However, revisit intention is negatively affected by the waiting. Furthermore, this study does not show a significant association between price fairness and revisit intention. The results could be used to provide marketing directors of fast food companies relevant information to build effective service marketing strategies.