패스트푸드점 고객의 선택속성이 구매의도에 미치는 영향: 브랜드 이미지와 확장된 계획행동의 매개효과를 중심으로

In order to solve food problems easily, the number of single-person householdsvisiting fast food restaurants has increased, and the purpose of this study was to verify the impact of the customers' selective attributes on the purchase intention and the impact of the brand image on the purchase intention through empirical analysis. In order to carry out this research, 258 customers who use financial services and fast food establishments were studied in the Seoul metropolitan area, Chungcheong-do Province, Daegu, Gyeongsang Province, and Jeolla-do Province. The data collected were analyzed using SPSS 20.0 and AMOS 20.0, and the analysis results were as follows. First, the choice attributes on customers using fast food restaurants have a significantly positive (+) effect on brand image. Second, the results of the verification of the impact of customers’ choice attributes on the extended planning theory showed significantly positive (+) effects, and third, the brand image also showed significantly positive (+) effects on the intention of purchase. However, the hypothesis that extended planning affects purchasing intent was rejected. Through this empirical analysis, it is meaningful to provide academic and practical implications by verifying the impact of the optional attributes of fast-food restaurant customers’ choice attributes on purchase intention and the mediating effects of brand images and extended theory of planned behavior.