| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 89 === Consumers often have less than perfect information in making their choices, especially when several restaurants offer different brands and similar products in the same segment of the industry, as in the case of Quick Service Restaurants (QSR). According to Acuff and Reiher (2000), consumers between ages of 4 and 12 spent $24.4 billion in 1997, and most of their money spent in purchasing food. This study examines how children between ages of 10 to 12 use information cues, namely, TV advertising and coupon distribution, to form their brand attitudes and purchase intentions.
Data were collected from 732 individuals 10 - 12 years old who were studying at Ta-An Primary School. The independent variables in this study are TV advertising frequency and coupon distribution frequency, while the dependent variables are brand attitude and purchase intention. Respondents rated their brand attitudes and purchase intentions with 4 quick service restaurants. Statistical techniques employed are descriptive statistics, factor analysis, Pearson correlation, Cronbach’s alpha, LISREL, ANOVA, and MANOVA. The findings supported that both TV advertising frequency and coupon distribution frequency are significantly and positively related with children’s brand attitudes of quick service restaurants. TV advertising frequency is also significantly and positively related with purchase intentions. However, no significant relationship was found between coupon distribution frequency and purchase intentions.
Results are discussed in light of TV advertising and coupon distribution management in QSR, and children’s brand choice process and managerial implications are presented.
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