Please use this identifier to cite or link to this item: https://scidar.kg.ac.rs/handle/123456789/10845
Title: Consumption in fast-food restaurants in Croatia and Serbia
Authors: Šapić, Srđan
Filipović J.
Dlacic, Jasmina
Issue Date: 2019
Abstract: © 2019, Emerald Publishing Limited. Purpose: The purpose of this paper is to explore the antecedents of product evaluations and behavioural intentions regarding fast-food restaurants. Research tests the moderating effects of tradition on selected relationships in Croatia and Serbia. Further, it tests consumer willingness to use services in domestic and foreign fast-food restaurants. Design/methodology/approach: Samples were collected from 332 and 362 respondents from Croatia and Serbia, respectively. The validity of the model was tested with confirmatory factor analysis, and structural equation modelling was used to determine main and interaction effects. Findings: For both foreign and domestic fast-food restaurants, variety seeking and cosmopolitanism had a positive impact on consumer evaluations and behavioural intentions, while the desire for unique products had a negative impact. Personal innovativeness had a positive impact on evaluations and intentions regarding foreign restaurants but a negative impact for domestic restaurants. A moderating effect of tradition was more present in the Serbian sample. Originality/value: This study is the first to use the theory of planned behaviour and theory of social identity to investigate the impact of variety seeking, desire for unique products, cosmopolitanism and personal innovativeness on consumption in fast-food restaurants in two emerging countries in the country of origin context. Furthermore, it also provides information for researchers and marketers on fast-food consumption antecedents in different countries. New insights are provided for the moderating role of tradition.
URI: https://scidar.kg.ac.rs/handle/123456789/10845
Type: article
DOI: 10.1108/BFJ-04-2018-0264
ISSN: 0007-070X
SCOPUS: 2-s2.0-85068058642
Appears in Collections:Faculty of Economics, Kragujevac

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