{"_buckets": {"deposit": "e583a31c-3bbf-44ce-98d8-8287df5cd59b"}, "_deposit": {"created_by": 20, "id": "9203", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "9203"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00009203", "sets": ["1582963436320"]}, "author_link": [], "control_number": "9203", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Influencing Factors on Attitude and Purchase Intention of KFC in Yangon (Phue Pwint Phyu, 2023)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study aims to analyze the influencing factors on consumer attitude, the effect of attitude on purchase intention and the moderating effect of health concerns on the relationship between attitude and consumer purchase intention of KFC in Yangon. Primary data were collected from 300 respondents who have experienced consuming KFC or have ordered from or visited at least one of the KFC outlets in Yangon using a structured questionnaire with a five-point Likert scale. The respondents were selected by using a systematic random sampling method. Both descriptive and analytical research methods were used in this study. The findings of the study indicate that all factors - convenience, satisfaction, and mood - except social influence have a positive and significant influence on attitude. The result also shows that attitude has a positive and significant effect on consumers purchase intention. Additionally, the study demonstrates that health concerns has a partial moderating effect on the relationship between attitude and consumer purchase intention of KFC in Yangon. Based on the analysis, this study recommends that KFC should continue to invest in successful marketing campaigns, make wise investments in menu innovation for health conscious consumers and promote consumer purchase intention."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2023-12-02"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Phue Pwint Phyu,OMBA- 200213.pdf", "filesize": [{"value": "853 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 853000.0, "url": {"url": "https://meral.edu.mm/record/9203/files/Phue Pwint Phyu,OMBA- 200213.pdf"}, "version_id": "334a6e01-2741-4962-a1fa-99249a69d0fc"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. May Win Kyaw"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Phue Pwint Phyu"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2023-10-01"}, "item_title": "Influencing Factors on Attitude and Purchase Intention of KFC in Yangon (Phue Pwint Phyu, 2023)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1582965660463"], "permalink_uri": "https://meral.edu.mm/records/9203", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-12-02"}, "publish_date": "2023-12-02", "publish_status": "0", "recid": "9203", "relation": {}, "relation_version_is_last": true, "title": ["Influencing Factors on Attitude and Purchase Intention of KFC in Yangon (Phue Pwint Phyu, 2023)"], "weko_shared_id": -1}